Quote from Measure What Matters

Starter-Questions for 1:1s: I like to start with three questions: What makes you very happy? What saps your energy? How would you describe your dream job?

Quote from Measure What Matters

“I became a technical sales rep in the Midwest region. It was the best job I’ve ever had. I loved helping our customers make a better dialysis machine or traffic-light controller.”

Quote from A Practitioner’s Guide to Account-Based Marketing

Quote from A Practitioner’s Guide to Account-Based Marketing

ABM makes such a measurable difference because it is designed with specific objectives aimed at a tightly targeted audience. Externally, it is an integrated, coordinated programme of activities that brings valuable propositions and relevant ideas to clients. Internally, it encourages closer cooperation between marketing, account management, sales and delivery teams because it is only truly effective when everyone involved with a client works collaboratively.

A key account plan, at its best, operates like a business plan, including objectives, sales targets, positioning, delivery and dependencies. But what it often lacks is a specific marketing element.