PHASE 2: ACCOUNTS
Aligning the top talent in your sales organization to your top accounts is the fastest way to produce growth. Having a deep understanding of your customer’s ability to spend (and over what time frame) gives you a competitive advantage when making allocation decisions against market opportunities.
- You have defined your Ideal Customer Profile (i.e., what defines your ideal prospect/customer).
- Your Ideal Customer Profile is maintained on a regular basis using data analytics.
- You have scored each prospect/customer relative to your ideal customer profile.
- The potential spend for each prospect/customer is quantified and known by the sales team.
- Your Customer Acquisition Cost (CAC) is known by account.
- The Customer Lifetime Value (CLTV) is known by account.
- You have defined the Propensity-to-Buy for each prospect/customer (i.e. how likely is each prospect/customer to buy from us).
- You use a RAD (Retain, Acquire, Develop) model to define the sales and marketing motion for each account.
- You have matched sales channel to account using customer acquisition cost and customer lifetime value.
- You assign your best sales talent to the accounts with the most potential.
- Ideal Customer Profile (ICP)
- Propensity-to-Buy Formula (PtB)
- Prioritized Account List
- Customer & Prospect Account Potential
- Define Sales Motion by Account (RAD model)