Strategic Account Management for Revenue Growth – Webinar Recap

In our latest webinar, Mark Levinson, VP & Group Director of Sales & Channel Services of SiriusDecisions, and Mark Kopcha, CEO of Revegy, came together to discuss why the time has finally come for true customer-centricity and strategic account management.

The Shift to B2B Key Account Management

We kicked off the webinar by discussing the transformation of the B2B sales landscape. We reviewed what we’re seeing with our clients (across varying levels of KAM maturity) and what the research shows.

It’s clear that long-term revenue growth in this changing climate requires a more strategic, account-based approach.

The Need for Strategic Account Management

SiriusDecisions defines account-based models as representations of a strategic approach that aligns resources against a set of defined accounts and goals in a way that is relevant and valuable to those accounts and to sales/partners.

Companies should concentrate on their most important accounts to realize the greatest return on their investment of time and resources. Unfortunately, that’s easier said than done.

Growing revenues in key accounts present a unique set of challenges. First and foremost, alignment is challenging within complex, matrixed organizations with large numbers of stakeholders. There are a wide array of differing goals and objectives across business units and global regions.

Further, significant internal resources are required to effectively manage accounts.  The only sustainable way to grow your key account revenue is to cut through the complexity to help them grow their business.

Related Key Account Management Resources:

Blog: KAM Enablement: Why CRM is Not Enough

Ebook: The Ultimate Sales Planning Guide

Interested in learning how to coach your sales team to achieve key account growth? Check out our recent webinar with Mark Sellers, Eliminating Blind Spots. 

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