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7 Things You Need To Know About Strategic Account Planning

David Bowman Org charts Organizational structure Strategic account planning

Strategic account planning isn't just about closing a deal. It's about understanding your target account's strategies, key initiatives, priorities, your relationships, and their organizational structure. Here are a few tips to build an effective strategic account plan:1) Choose the right accounts. What is your methodology for selecting your strategic accounts? Are you targeting a specific industry? A specific geography? Where have you had successes in the past? And why? What outward factors were present when you made a sale to your existing strategic accounts? Is there anything repeatable here?2) Use common language. Do you refer to your customers as 'customers',...

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4 Ways to Build High Performing Account Based Marketing (ABM) Programs

David Bowman ABM Account Based Marketing Fortune 500 Org Charts

Whether you're just getting out of the gate with Account Based Marketing initiatives or you've been executing successful programs for years, columnist Peter Isaacson outlines 4 focus areas for your ABM programs. 1) Sales And Marketing Alignment - Alignment across your sales and marketing teams is the first critical step to successful ABM. ABM helps get the teams on the same page by focusing them on the same set of accounts. 2) Target Accounts - There are several ways to select target accounts. When it comes to the type of accounts on which to focus, the most common way is to simply...

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6 Things You Need to Know About Account Based Marketing (ABM)

David Bowman Account Based Marketing Contact Discovery Fortune 500 Org Charts

I found a great article highlighting 6 things you need to know about Account Based Marketing (ABM). Select Accounts - pick target accounts that are most likely to produce revenue. Discover contacts and map to your accounts - identify all of the contacts that fit into your ideal buyer profile. Develop account insights - learn as much as you can about your target accounts. Generate account relevant messages and content - target buyer teams inside the account using your messaging and content. Deliver account specific interactions - personalize messaging for each account. Organize account-focused plays - coordinate plays that align...

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