Global Account Management: Creating A Pilot Program

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.