Named-Account Marketing Tactic Sequencing

Planning for a named-account marketing program differs from planning for traditional demand generation in that named accounts usually involve larger average deal sizes, longer sales cycles, larger buying groups, and more touchpoints. Working with multiple buyers from multiple accounts — all moving through the buyer’s journey at different speeds with different information preferences — results in an infinite number of tactic permutations for the named-account leader to incorporate into the program design and orchestrate. In this report, we define the process for tactic sequencing in a named-account program and explain how to complete it successfully.