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transition for firms whose marketing, sales-training and enablement tools, and wider organizational processes reflect outdated assumptions about purchasing in their markets. 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. Sales & Marketing Customers Article

AIDA 11