Axioms of account-based growth

Account-based growth is a successful strategy because it brings together the mindset, skills, and resources of your marketing, sales, and delivery teams, as well as relevant business leaders, to focus on helping the customer achieve its business goals. It’s an “outside-in” approach to growth.

As account-based growth matures from being an emerging initiative to being embedded at scale and becomes “business as usual,” companies with mature programs will confront a new breed of challenges that will put your strategy, people, and processes to the ultimate test.

To address these, we work with Andrew Fitzgerald, Director of Account Based Marketing at Kyndryl, to identify eight key axioms of account-based growth that are applicable in today’s business environment and lay the groundwork for what you need to know to create sustained growth in the future.