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Home arrow Marketing arrow Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions
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How Do I Get Started?

Here we provide the fundamentals—a five-step framework (Fig. 8.1) that you can use to implement a successful ABM programme. As marketing technology is constantly changing, we will let you do the research to determine

Moving the sale forward

Fig. 8.1 Moving the sale forward: A 5 step framework

the best technology partner. But beware, there is a danger in using this new technology if you haven’t first done the work to create relevant and resonate value propositions for your target audience, and if your marketing team is still pushing out unhelpful and product feature-led content.

Choosing the Right Accounts

Start by identifying your ideal customer list. When you get to the top of the value stack you need to make a clear decision about who your most important customers are. We advise that you select strategic accounts where ‘mutual value’ is achieved, which is to say that both your organisation and the customer benefit from the greater use of your products and services, resulting in a valuable partnership.

This should also be a relatively small list—for example, your top 100 ‘game changers’. Many firms will have a pareto effect, whereby 80 % of their revenue is generated by 20 % of their customers. For example, one of our clients, a large telecommunications firm, generates ?2bn of revenue from ten customers, while the remaining 2500 customers make up ?6bn revenue.

Think of it this way. If these accounts were to continue to do business with your firm, or become new customers, your organisation would see significantly more revenue, more industry credibility and easier access to other desirable prospects.

Each company will define their ideal customer differently, but here are some criteria to think about:

  • • Which companies are naturally aligned to what you have to offer?
  • • Which companies would benefit the most from your products/services?
  • • Which companies will value your services and expertise the most?
  • • Do you have a special niche that you are trying to grow?
  • • Which customers are the most profitable for your company? Is this based on location, size, who they serve, etc.?
  • • Are there existing accounts where you have very little share of wallet, but where you believe your customers could greatly benefit from your offer?
 
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