Toward Africa 2.0

Harvard Business Review

In the coming weeks, the Africa Investment and Diaspora Act (AIDA), introduced by Congressman Bobby L. AIDA is coming at the right time. Nigeria moved from a GDP of $35 billion to $207 billion within a decade largely because of massive investment from foreign business partners in information technology and banking. Today, college graduates are opening knowledge companies that support one of the world's fastest-growing mobile markets. Global business Government AIDA

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What Salespeople Need to Know About the New B2B Landscape

Harvard Business Review

This is a big transition for firms whose marketing, sales-training and enablement tools, and wider organizational processes reflect outdated assumptions about purchasing in their markets. 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. They need to do both, and create the right mix for their go-to-market programs.