Marketers today are faced with two imperatives for growth: maximize share
of wallet from existing clients and identify opportunities with new clients.
Achieving both requires at least five steps:
Having a clear view of the clients you want
Building intelligence about their business issues and the priorities
of their key decision makers
Understanding which elements of your portfolio you can sell
Creating targeted campaigns and value propositions
Working with sales teams, delivery staff and often partners to build
strong relationships and move each client towards purchase and repurchase
Many of these activities have traditionally fallen within the scope of
‘account planning’ and, as such, owned by sales teams or consultants.
Recently, however, marketing organizations have begun to focus more resources
on onto these activities and the boundaries between sales and marketing
are beginning to blur.
This ITSMA Europe briefing explores what is driving the adoption of account-based
marketing by leading companies. The briefing outlines which marketing
techniques are most effective, the methods used to integrate marketing
activities with those of sales, delivery staff, and partners, and how
account-based marketing is evaluated.
It sets out four main contexts in which account based marketing can
prove valuable, and defines the marketing skills, systems, and activities
that are appropriate in each one. The briefing also highlights successful
account-based marketing initiatives from PricewaterhouseCoopers and Atos
Origin and concludes with ten recommendations made to support improvements
in account-based marketing.
This ITSMA document is available at no charge (password required)
to ITSMA member companies and for sale to nonmembers.
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