November 2022
Intermediate to advanced
304 pages
8h 20m
English
Content preview from Account-Based Growth
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Account-based growth in practice
With the case for account-based growth made in Chapter 1, we’re now turning our attention to whether it really works in practice. Do companies see 80 per cent of their profits and revenues coming from just 20 per cent of their customers? Are they setting up top account programmes to focus on these customers and build long-term value with them? Do they set out ambitious plans for these customers and then align everyone in the company to achieve them? And what successes are they seeing as a result?
At the beginning of the year we conducted an online survey among 65 B2B companies to find out the answers to these questions, supplementing our survey with additional desk research on each company and 20 in-depth ...
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