What Salespeople Need to Know About the New B2B Landscape
Harvard Business Review
AUGUST 5, 2015
For a century, buying has been framed in terms of moving a prospect from Awareness to Interest to Desire to Action (AIDA). The AIDA model and its variants are the basis for sales funnels at many B2B firms. The cross-functional communication and coordination that is required to navigate this change is the job of leadership.