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

Deliver value and profitable business solutions to key B2B clients and build enduring relationships that will maximize growth, by aligning marketing, sales and customer success.

Format: Paperback / softback
Length: 304 pages
Publication date: 03 November 2022
Publisher: Kogan Page Ltd

Many B2B companies generate half of their profitable revenue from just three percent of their customers, yet fail to recognize the significance of these accounts and fail to invest in them adequately. Account-Based Growth presents a comprehensive framework for enhancing internal alignment and external engagement with these critical few. It includes bullet-pointed takeaways at the end of each chapter, along with a comprehensive checklist to assist you in improving your 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 such as Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow, and Telstra.

Developing long-term relationships, delivering market-beating growth, and creating sustainable value with this pragmatic guide to aligning marketing, sales, customer success, and your executives around your most important customers is essential. Many B2B companies generate half of their profitable revenue from just three percent of their customers, yet fail to recognize the significance of these accounts and fail to invest in them adequately. Account-Based Growth presents a comprehensive framework for enhancing internal alignment and external engagement with these critical few. It includes bullet-pointed takeaways at the end of each chapter, along with a comprehensive checklist to assist you in improving your 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 such as Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow, and Telstra.

The importance of recognizing and investing in these critical few accounts cannot be overstated. By aligning your marketing, sales, customer success, and executive teams around these key accounts, you can create a strategic advantage that drives growth and profitability. In this guide, we will explore the key elements of Account-Based Growth and provide you with practical strategies and tools to implement in your own company.

One of the critical components of Account-Based Growth is identifying your most important customers. This involves analyzing your customer data and identifying those accounts that are most likely to generate revenue, drive growth, and have a positive impact on your business. Once you have identified your most important customers, you need to develop a personalized approach to engage with them. This involves understanding their unique needs and pain points, and providing solutions that address those needs in a way that is unique to your company.

To develop a personalized approach, you need to gather data on your customers' behavior, preferences, and engagement. This data can be used to create targeted marketing campaigns, personalized sales pitches, and customized customer success plans. You also need to ensure that your sales and customer success teams are aligned around the same goals and objectives. This involves setting clear expectations, providing training and support, and measuring and evaluating performance regularly.

Another critical component of Account-Based Growth is delivering market-beating growth. This involves identifying opportunities to expand your customer base and increase revenue. This can involve developing new products or services, entering new markets, or expanding into existing markets through partnerships or acquisitions. To deliver market-beating growth, you need to have a clear strategy and execution plan. This involves identifying the key milestones and metrics that you need to track, and developing a timeline for achieving those milestones.

In addition to delivering market-beating growth, you need to create sustainable value for your customers. This involves providing exceptional customer service, building long-term relationships, and creating a positive brand reputation. To create sustainable value, you need to invest in your customer success team and ensure that they have the resources and training they need to succeed. You also need to prioritize customer feedback and continuously improve your products and services.

Finally, you need to align your marketing, sales, customer success, and executive teams around your most important customers. This involves creating a shared vision and culture that emphasizes customer-centricity and collaboration. This involves setting clear goals and objectives, providing regular feedback and communication, and measuring and evaluating performance regularly.

In conclusion, Account-Based Growth is a powerful framework for improving internal alignment and external engagement with your most important customers. By identifying your most important customers, developing a personalized approach to engage with them, delivering market-beating growth, and creating sustainable value, you can create a strategic advantage that drives growth and profitability. By aligning your marketing, sales, customer success, and executive teams around your most important customers, you can create a strategic advantage that drives growth and profitability. By identifying your most important customers, developing a personalized approach to engage with them, delivering market-beating growth, and creating sustainable value, you can create a strategic advantage that drives growth and profitability.

Weight: 452g
Dimension: 233 x 155 x 19 (mm)
ISBN-13: 9781398607446