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Sally E. Lorimer on Muck Rack

Sally E. Lorimer

  • Business Writer, Sales Management, ZS Associates
Northville
As seen in: Harvard Business Review, Infobae, Taylor & Francis Online, BusinessMirror, Harvard Business Review France, ZS Associates, hbritalia.it
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Articles

Tailor Your Digital Strategy to Reach Every Customer

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By Prabhakant Sinha, Arun Shastri, Sally E. Lorimer, Saby Mitra
| Harvard Business Review Verified
SKIP TO CONTENT Most companies operate multiple go-to-market models simultaneously, yet often try to govern them with a single digital strategy. That approach can fail because digital tools, AI systems, and... Companies rarely sell in just one way. Microsoft serves tens of thousands of small customers through digital channels while relying on account teams to manage large enterprise clients.
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Por qué sus inversiones digitales no están creando valor

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By Prabhakant Sinha, Arun Shastri, Sally E. Lorimer
| Infobae Verified
Las empresas están realizando importantes inversiones en centros de análisis digital con inteligencia artificial y capacidades de IA generativa, sistemas de gestión de relaciones con los clientes empresariales y plataformas tecnológicas de marketing. En ningún ámbito esto es más evidente que en las funciones comerciales, donde residen el crecimiento y el impacto en los clientes. Sin embargo, una creciente inquietud se extiende entre los altos ejecutivos.
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Why Your Digital Investments Aren’t Creating Value

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By Prabhakant Sinha, Arun Shastri, Sally E. Lorimer
| Harvard Business Review Verified
Why Your Digital Investments Aren’t Creating Value February 16, 2026 Companies are investing heavily in digital analytics hubs with AI and gen AI capabilities, enterprise CRM systems, and marketing technology platforms. Nowhere is this more concentrated than in commercial functions, where growth and customer impact live.
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