Chapter Summary
• The existing and key account customer base requires its own set of approaches and sales planning.
• Changing embedded approaches can be challenging. This chapter will look at alternative approaches and templates that can help you gather the data that you need to pivot from transactional account management toward full land and expand planning.
As we have covered in earlier sections, existing customers can often be an untapped, underdeveloped source of revenue and so taken for granted. Just as you would research your market segment or geography, focus industries, and target prospects, you should also know your large and strategic customers intimately and build specific plans around them. ...
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