Why Read This
In response to the continued tough economic climate and feedback from customers, vendors with large portfolios are placing bigger bets on their strategic account programs and shifting their focus from gaining market share of key products to expanding the wallet share within targeted accounts. Executing this strategy requires sales teams to have deep knowledge of the targeted accounts, to manage multiple large opportunity pursuits simultaneously, and to configure solutions based on customer requirements across product lines or business units. Lacking tools to manage this exponentially expanded complexity, most account teams can't fully represent the breath of the portfolio and ultimately become bottlenecks. Sales leaders must develop integrated frameworks like Forrester's Account Value Mapping approach to systematically expand the capacity of the sales force and scale the success of the strategic accounts program.