What Salespeople Need to Know About the New B2B Landscape
Harvard Business Review
AUGUST 5, 2015
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. Specious talk about disintermediation of salespeople obscures the real issues facing firms.
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