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Full Description
Develop long-term relationships, deliver market-beating growth, and create sustainable value with this pragmatic guide to aligning marketing, sales, customer success and your executives around your most important customers.
Many B2B companies make half their profitable revenue from just three percent of their customers, yet don't recognize the significance of these accounts, nor invest appropriately in them.
Account-Based Growth introduces a comprehensive framework for improving internal alignment and external engagement with these vital few. It contains bullet-pointed takeaways at the end of each chapter plus a comprehensive checklist to help you improve your own company's approach to its most important customers.
Each element of the framework is brought to life through viewpoints from industry experts and case studies from leading organizations including Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow and Telstra.
Contents
Section - ONE: Introducing account-based growth;
Chapter - 01: The case for account-based growth;
Chapter - 02: Account-based growth in practice;
Section - TWO: Aligning internally for growth;
Chapter - 03: Account prioritization and resource allocation;
Chapter - 04: Integrated account business planning;
Chapter - 05: Managing data, technology and operations;
Chapter - 06: Leadership, culture and change;
Section - THREE: Engaging externally for growth;
Chapter - 07: Account management and sales;
Chapter - 08: Account-based marketing;
Chapter - 09: Customer success;
Chapter - 10: Executive sponsorship and engagement;
Section - FOUR: Account-based growth assessment tool;
Chapter - 11: How does your company stack up
