Harvard Business Review

AUGUST 5, 2015

The AIDA model and its variants are the basis for sales funnels at many B2B firms. The typical funnel starts with a marketing-generated lead for a “suspect” that, after qualification, becomes a “prospect,” and then a customer through steps that are measured and managed. Don’t believe the hype.

B2B 8

B2B AIDA AIDAS Disintermediation 8

Harvard Business Review

MARCH 26, 2015

Both practices have long developed insights into their customers based on data and analytics. But in the aftermath of the financial crisis, risk managers have become increasingly involved in business strategy and decisions. The risk function can do the same. Gauge and influence a customer’s “next best action.”

Credit Scoring 8

Credit Scoring Risk Management Finance Marketing 8

Harvard Business Review

APRIL 20, 2017

Despite lower oil prices, currency depreciations, higher taxes, and geopolitical uncertainty, the region is still rich in opportunities, from selling efficiency-enhancing technology to the Saudi government to offering Western products to 100 million Ethiopian consumers.

Depreciation 8

Depreciation Contingency Plans Policies Marketing 8