Large-Account Marketing: Deciding When To Remove An Account

A problematic account in a large-account marketing program can significantly impact overall program results and waste resources. Analyze readiness and results metrics to understand the nature of the problem and guide the diagnosis of the root cause. Depending on the diagnosis, ABM leaders can make decisions about how to fix the problem or remove the account from the program.

In account-based marketing (ABM), especially large-account marketing, marketing efforts are invested in a small number of accounts. When one of these accounts shows signs of underperformance, it can cause a setback to the overall program. The trick is knowing when to fail fast and move on, and when to persevere and push on through — which is not always an easy call. In this report, we introduce a data-driven method for assessing what’s going wrong within a large account, what can be done about it, and the implications for internal and external communications.