Apply the Account Categorization Framework to Succeed in Account-Based Strategies
An account-based strategy model needs to focus on re-establishing relationships. With a very-well-defined list of business-to-business contacts, the go-to-market strategy requires a disciplined approach to re-engage with customers. Unfortunately, most field organizations are saddled with tech-laden complexity. Constellation Research suggests that clients put human relationships back in the forefront.
Using the Account Categorization Framework (ACF), go-to-market teams can assign prospects and clients to four archetypes. By tailoring strategies to each one, go-to-market teams can prioritize and personalize their efforts. The goal? To deliver a high-touch account-based program that wins over the trust of clients and prospects. Constellation sees this ACF-driven approach as paramount for go-to-market team success for all sellers and marketers in all industries.
Winning high-value accounts in today’s market isn’t about unleashing a massive team of salespeople who ultimately flail around, confused and made desperate by a tangle of siloed technology that’s supposed to help but only hinders. It’s time to take a breath and focus on building strong human relationships with a much more targeted and sensible approach.
