Harvard Business Review

JANUARY 26, 2017

Companies fail to get the most out of the $12 billion a year they spend on sales enablement tools and the billions more on CRM technology. But good planning and proper leadership support can help. Consider a large home energy provider in a mature, commoditized market where deregulation is driving down revenue and profit.

Execution 8

Execution Cost CRM Telecommunications 8

Harvard Business Review

DECEMBER 13, 2017

If the company is building a SaaS CRM, there may be more requirements around experience with go-to-market and customer lifecycles than how the product itself is built. Eriksson, Banfield and Walkingshaw ’s book Product Leadership has a section that has a lot more detail on this topic).

Productivity 8

Productivity Products Core Competence Management 8

Harvard Business Review

AUGUST 5, 2015

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. The cross-functional communication and coordination that is required to navigate this change is the job of leadership.

B2B 8

B2B AIDA AIDAS Disintermediation 8