Figure out who matters and the routes to power
A good strategic account program requires a clear understanding of the customer's internal structure, personnel and decision-making process, including the buying centers with responsibility for initiatives and budgets. While typical CRM tools help keep track of contacts (and their roles) within an account or opportunity, much more information is needed to successfully identify revenue potential in your key accounts or move through a deal. In today's complex sales environment it is critical that sales is able to identify, connect and access the key stakeholders and decision makers that ultimately influence and control the strategic relationships, budget and purchasing process.
But it's not just about reporting structures' -- it's about the politics and who influences whom throughout the organization. Visualizing this information with a relationship map, representing friends, foes, and third-party influencers, is critical to helping your team identify gaps in relationships and build quality relationship development plans.