Drive client-centricity

Aligning go-to-market teams on strategies that increase client proximity

Ideal for:

Account-based strategies are increasingly critical for success in today’s market. Our latest CBX data reveals that 49% of clients now find it more difficult to make investment decisions, up from 45% in 2022. Clients are demanding differentiated insights, greater senior attention, and support in building the case for change.

As clients rationalize their service providers, the average number of 'trusted providers' has decreased, emphasizing the importance of strong, trust-based relationships fostered through client-centric approaches.

Furthermore, the race for client preference is intensifying. Nearly 75% of clients identify their preferred provider before the shortlist stage, yet they are evaluating more potential providers. This illustrates the critical role of proactive, client-led growth strategies in securing revenue and cultivating long-term partnerships.

49%
of clients now find it more difficult to make investment decisions
75%
of clients identify their preferred provider before the shorytlist stage

Five steps to putting clients first

1

Diagnostic

Assess growth strategy, existing account base, and client growth capabilities.
2

Strategy

Develop roadmap and account-based strategy to drive sustained growth.
3

Enablement

Equip sales, marketing and partner teams with dedicated learning program.
4

Execution

Implement strategy and roll out key initiatives with direct teams and strategic partners.
5

Value realization

Measure success through improvements in relationships, reputation, and revenue.

Go all-in in accounts

Our Client Marketing Framework helps orient marketing strategy, resource allocation, programs, and activation against your priority accounts. It provides focus for high-impact marketing motions to drive account growth and embed a strategic client development culture.

In my experience, Momentum ITSMA training and certification is the best training there is.

Andrea Clatworthy
Director, Head of Europe Marketing Transformation, Fujitsu
We were able to pilot account-based marketing really quickly, show the value that can add, and now we're looking ahead to scale across our top business opportunities.

Iulia Balan
Managing Director, Head of Product and Account-Based Marketing, State Street
Ultimately, it comes down to the impressive team that gave us the confidence. This is truly outstanding work by Momentum.

Iulia Balan
Managing Director, Head of Product and Account-Based Marketing, State Street
Helping companies get closer to customers and navigate complex buying cycles has been a personal mission for the decade plus I’ve worked with Momentum ITSMA.

Emilia Maier
Marketing Leader, Infor
It's a combination of the long haul and sometimes the short-term opportunities that come up. And we found that Momentum can help us enormously in both those scenarios, that's where the strength really comes from, it's being a specialist.

Michael Avis
Senior Director, EMEA Marketing, Oracle

Market insights and research Thought leadership

The role of thought leadership in the buying process

New research from Momentum ITSMA shows that thought leadership helps buyers gain confidence in your brand and, crucially, align on key issues that would otherwise stall purchase decisions.
Perspective Growth

How brand tracking drives sales, differentiation, and growth

In today’s B2B landscape, brand reputation tracking is no longer optional – it’s a competitive necessity. Our research shows that as purchasing decisions become more complex and high stakes, B2B buyers say the risk of poor decision-making has increased. Minimizing this perceived risk and maximizing trust in your brand can help you win.
Podcast Account-Based Marketing

Grant Thornton: Driving growth in global markets

How do you build trust and grow client relationships on a global scale? Jason Levergood shares how strategic alignment, a client-first mindset, and cross-border collaboration drive success in the complex world of professional services.