Amplify your B2B sales with a strategic account-based approach

As the general maturity of companies in digital sales and marketing is advancing, competition around the best customers is also tightening. Companies adopting an account-based approach have identified it as a way to distinguish themselves from the competition by unifying their sales approach and aligning it with the customer organisation.

The account-based sales approach seems to be becoming the industry standard for the leading B2B sales organisations. Its successful implementation in some cases has led to a striking 75% increase in the annual contract value ( Gartner, 2019). Nevertheless, having a singular outstanding Key Account Manager will not be the solution here. Read on to learn how your company can adopt the approach and elevate customer experience to a new level.

Building thought-out and unified customer relationships

Managing and growing key customers tends to rely too much on individual salesmen (KAMs). Sales directors focus too heavily on coaching individual salespeople to perform better when the most significant opportunity for holistic growth is quality team play with marketing and sales development experts.

To reduce risk and increase the effectiveness of your account-based endeavours, you should consider adopting an account team model of shared account management with multiple different roles in addition to Account Managers.

Here are some ideas of what these roles could be:

1. Marketer responsible for account-based marketing content

2. Scale with sales development representatives

3. Insights from specialists who are already working with the client

Example of an account-based sales process

How do you go about building an account team then? Just create a shared Teams/Slack channel for all of the most potential accounts, add the account team members, and wait for results? Unfortunately, it’s not that simple. For many sales organisations, implementing a strategic account-based approach in all customer engagement requires significant changes to ways of working. Getting the account team members to share their ideas and feel motivated to drive your sales requires them to feel shared ownership of the account, participate in planning sessions, and share the glory from won business opportunities. Most importantly, the account team needs to be a team with shared goals and a roadmap.

After understanding what changes are needed in your sales organisation to support the creation of successful account teams, it’s time to get to work. Nevertheless, this is only one of the steps. You need to have a roadmap for the account-based sales process that your account team can adopt and customise. Next, we will take a look at the other steps.

How to get started with Account-Based sales?

Step 1: Choose the target accounts

Step 2: Build up the team

Step 3: Map the stakeholders

Step 4: Create a content strategy

Step 5: Get started!

Long-term value for your clients and your company

When everyone in your company is thinking of ways to bring the best value for your customer and you are constantly communicating that in client interactions, the client will start to trust you and your expertise. The relationship might develop to a whole new level where both of you will become an important part of each other’s businesses.

Hungry for more B2B digital sales insights?

The main keynote will be held by Marta Dalton (Global eCommerce Director at Unilever), a global digital B2B sales thought leader. During her time as the Director of eCommerce at Coca Cola, she took the B2B ecommerce business from pilot to nearly $400M in 3 years. In addition, we will hear interesting success stories from industry forerunners — Framery and hallon.

Sign up for the B2B Digital Commerce Revolution webinar

Originally published at https://www.columbiaroad.com.

Nordic digital sales consultancy. We help companies get more revenue and more customers in the digital era.