Traditional analyst firms rely on subjective opinions or backward-looking observations of so-called “best practices.” B2B DecisionLabs conducts academic and scientifically rigorous research studies—designed and led by a team of on-staff and contract Ph.D. scientists who specialize in behavioral economics, cognitive neuroscience, and social psychology.
B2B DecisionLabs researchers
Dr. Carmen Simon, Chief Science Officer
Carmen Simon, Ph.D. is a cognitive neuroscientist and Chief Science Officer at Corporate Visions and B2B DecisionLabs. A Silicon Valley entrepreneur and keynote speaker, Dr. Simon has developed a groundbreaking approach to creating memorable messages that are easy to process, hard to forget, and impossible to ignore―using the latest in brain science. Dr. Simon is the author of Impossible to Ignore: Creating Memorable Content to Influence Decisions.
Dr. Leff Bonney, Research Director
Leff Bonney, Ph.D. is a behavioral scientist and Associate Professor of Sales and Marketing in the Florida State University Sales Institute. Leff spent a decade in sales and sales management roles before becoming a leading sales researcher specializing in customer selection as well as adaptive sales strategies and methodologies.
Dr. Nick Lee, Behavioral Scientist
Dr. Nick Lee is a Professor of Marketing at Warwick Business School in Coventry, UK. He has spent nearly 20 years drawing from social psychology, cognitive neuroscience, economics, and philosophy to develop insights to improve sales conversations.
B2B DecisionLabs research partners
Dr. Roberto Cavazos, Data Scientist
Dr. Roberto Cavazos is on the faculty of the Information Systems and Decision Science department at the University of Baltimore Merrick School of Business. Previously, he has consulted in areas of economics and data science for the U.S. Government, international organizations and Fortune 500 firms. He has also served on the faculty of Carnegie Mellon and Florida International University.
Dr. Bryan Hochstein, Behavioral Scientist
Bryan Hochstein, Ph.D. is an Assistant Professor of Marketing at the Culverhouse College of Business, University of Alabama. Dr. Hochstein specializes in advancing academic research on sales topics and the emerging area of customer success management and is a co-author of a widely adopted textbook, “Marketing Strategy.”
B2B DecisionLabs leadership
Tim Riesterer, Chief Visionary
Tim Riesterer, Chief Visionary at B2B DecisionLabs, is dedicated to helping companies harness the power of Decision Science to win more business with prospects and customers. He is a recognized thought leader, keynote speaker, and practitioner with more than 20 years of experience in marketing and sales management. Riesterer is co-author of four books, including Customer Message Management, Conversations that Win the Complex Sale, The Three Value Conversations, and The Expansion Sale.
Nicci Nesmith Hammerel, General Manager
Nicci Nesmith Hammerel, General Manager of B2B DecisionLabs and the AA-ISP (the premier global association for inside sales professionals), is responsible for the overall success of developing marketing, sales, and customer success professionals through science-backed content. Nicci has been a practitioner as well as a leader of sales teams, a customer success organization, a messaging and content consulting practice, and a product development department. She has been a member of the executive leadership team since 2015.
Abby Kerr, Director of Customer and Community Growth
Abby Kerr, Director of Customer and Community Growth at B2B DecisionLabs, is an experienced content writer, marketer, and online course creator who has helped micro-businesses and B2B enterprise brands increase their visibility, attract prospects, and grow pipeline. With a background in teaching and small business ownership, Abby understands the transformative power of language and storytelling to cultivate communities and inspire action.