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

DECEMBER 15, 2017

We recommend companies first measure the risk-adjusted opportunity in each state by analyzing leading indicators of the market’s size, growth, industry clusters, and stability.

Strategy 8

Strategy Operations Policies Environment 8

Harvard Business Review

MARCH 26, 2015

But in the aftermath of the financial crisis, risk managers have become increasingly involved in business strategy and decisions. The risk team helped run the numbers to ensure the client met the right credit threshold, then marketing prepared the package and the reps went to work. The risk function can do the same.

Credit Scoring 8

Credit Scoring Risk Management Finance Marketing 8

Harvard Business Review

APRIL 20, 2017

more competitive prices, more localized products) and improve their risk management and operational efficiency. As a result, we’re seeing multinationals take a more holistic approach to managing and reskilling their local partners. We’ve identified three key areas that need to change: Demand creation.

Depreciation 9

Depreciation Contingency Plans Policies Marketing 9