Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus

Account-Based Growth is a pragmatic guide to aligning marketing, sales, customer success, and executives around your most important customers, delivering market-beating growth and creating sustainable value. It contains bullet-pointed takeaways and a checklist to help companies improve their approach to these vital few.

Format: Hardback
Length: 304 pages
Publication date: 03 November 2022
Publisher: Kogan Page Ltd

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.

The key to account-based growth is to focus on building deep relationships with your most valuable customers. This means understanding their needs and preferences, and providing them with personalized solutions that meet their unique requirements. By aligning your marketing, sales, customer success, and executive teams around these key accounts, you can create a seamless customer experience that drives loyalty and advocacy.

One of the key elements of account-based growth is to develop a clear customer journey that maps out the steps your customers take from initial engagement to purchase and beyond. This journey should be tailored to each customer's unique needs and preferences, and should include a variety of touchpoints, such as marketing campaigns, sales calls, customer support, and product demonstrations. By providing a seamless and personalized experience, you can increase customer satisfaction and loyalty, and drive repeat business.

Another important aspect of account-based growth is to invest in customer success. This means providing your customers with the resources and support they need to succeed with your product or service. By building a strong relationship with your customers, you can identify their pain points and challenges, and provide solutions that address them. This can include training, coaching, and support services, as well as ongoing account management and support.

In addition to internal alignment and external engagement, account-based growth also requires a strong focus on data and analytics. By tracking and analyzing customer data, you can gain insights into customer behavior and preferences, and use this information to improve your marketing and sales strategies. This can include targeted advertising, personalized sales pitches, and targeted customer support.

Finally, account-based growth requires a collaborative approach between marketing, sales, customer success, and executive teams. By working together, you can create a shared vision for success and a common set of goals and objectives. This can help to ensure that everyone is working towards the same goal, and can help to avoid silos and conflicts.

In conclusion, account-based growth is a powerful strategy for B2B companies looking to improve their sales and customer success. By focusing on building deep relationships with your most valuable customers, developing a clear customer journey, investing in customer success, and using data and analytics to drive your marketing and sales strategies, you can create sustainable value and drive market-beating growth.

Dimension: 234 x 156 (mm)
ISBN-13: 9781398607460