Global Account Management: Creating A Pilot Program

January 1st, 2018

Steve Silver

Summary

B2B global account management programs require an investment in sales resources and the coordination of multiple customer touchpoints. Without proper planning and testing, a global account management program can simply become a volume discount program for multinational accounts, while failing to achieve its loftier goals (e.g., improving customer satisfaction, retention, and advocacy, product penetration, and revenue). In this report, we describe a five-step process that sales operations leaders can use to pilot a global account management program for a limited number of accounts, so that adjustments can be made before a full rollout.

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