Grow key accounts
Propel your key accounts to new heights. We’ll help you to design, operationalize, and embed account-based programs, so you outperform the market.
Ideal for:
It pays to invest marketing dollars in your existing client base. Our Client Buying Index surveys highlight that enterprises continue to show a marked preference for their existing solution provider. As many as 66% of strategic opportunities end in the lap of the incumbent.
But there’s no room for complacency. In many cases, it’s negative rather than positive motivations that drive loyalty.
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of enterprises say the perceive high switching costs as a significant barrier to changing providers
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of those who go with a new provider describe innovation as the key driver for change
Five steps to key account success
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1Diagnostic
Assess process, systems and capabilities, prioritize accounts, and benchmark performance.
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2Strategy
Design and right size ABM strategy, together with implementation roadmap and program office.
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3Enablement
Develop sales and marketing teams with integrated account development skills.
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4Execution
Engage accounts with relevant and consistent experiences, with flight plans, content, and communications.
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5Value realization
Optimize key account growth performance across relationships, reputation, and revenue.
Optimize and embed ABM across your business
Use our proven Account-Based Marketing Adoption Framework to evaluate the maturity of your key account programs, understand how they're performing across critical success factors, and prioritize areas for improvement. Together, we can ensure your Account-Based Marketing programs drive market-beating performance.
![ABM adoption framework](/uploads/Solutions/Grow/ABM-adoption-framework.png)
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Becoming Microsoft’s top performing business unit
Microsoft faced a critical juncture with a $54m pipeline shortfall. The imperative was to act swiftly to prioritize accounts, empower teams, and strategically engage for substantial revenue generation.
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Why key account growth should be about creating a win/win
Securing and retaining strategic accounts can be challenging, especially in complex industries like life sciences.
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Customer Satisfaction & Loyalty
In an environment where over 65% of business comes from existing customers, if you neglect customer satisfaction you are missing out.