Best Practice Report

Strategic Account Programs: The Role Of Sales Operations

January 1st, 2018
Steve Silver, null
Steve Silver


Many B2B sales organizations, eager to acquire, retain, and grow high-value customers, are moving from decentralized structures and processes to support a centralized approach to their strategic accounts. However, an account-based model (also known as a global or national accounts program) requires significant changes in customer engagement processes by functional groups including sales, marketing, and channel management. In this report, we define the processes, tools, and metrics that sales operations leaders must deploy to support strategic account programs.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.