In a world of heightened competition, declining loyalty, and rapid change, strengthening relationships with customers is more important than ever. Trusted relationships with strategic accounts translate into marquee references, positive word-of-mouth, and valuable insight into the most effective new offers.

This ITSMA Briefing addresses the questions that get at the heart of how to improve relationships with your most important customers and accounts:

• What programs and activities can be most effective in deepening relationships with key customers? Account-based marketing? Customer councils? Online communities? What activities should you invest in and why?
• How can you improve coordination across the range of relationship-oriented programs to ensure maximum overall effectiveness?
• What role should marketing play vis à vis sales and delivery in maximizing relationship growth?

Featuring case study examples from AT&T on how to build a customer success funnel and from Steria on how to leverage account-based marketing to increase the sales pipeline and engage in more strategic relationships with C-level executives, the Briefing provides real-world examples and practical recommendations for reaping the benefits of an integrated customer relationship program.