November 2022
Intermediate to advanced
304 pages
8h 20m
English
Content preview from Account-Based Growth
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Account management and sales
To pursue an account-based growth strategy, there are two really important groups of customers:
a relatively small and ideally relatively stable group of top customers (or partners) who, year after year, make up 50 per cent of revenue and, if it were measured accurately, most likely an even greater percentage of profits;
the small set of customers in the other 97 per cent of the customer base or new prospects who could, over the next three years or so, join the top group.
This chapter starts by setting out how account management has evolved to focus on the first of these two groups into ‘key account management’ in many companies, and how key account management interacts with the broader sales function. Nick Wilson, ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.