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March 19, 2014
How to Put Account Segmentation to Work for Sales Ops
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I recently had a phone conversation with a newly-promoted Sales Ops leader. “Jack” was tapped to lead the group supporting nearly $1 billion in revenue. The company recently completed an account segmentation project. “How do we start putting this into practical use? In the past, we rarely even got a look at any of the data. It was like they kept it under lock-and-key. Now my boss is telling me to make something happen. There’s $1.7 billion in opportunity and he’s telling me to find a way to go get it”
I told Jack that I really could empathize with him. I’ve seen great segmentation work with no concrete action or responsibility that follows. Jack continued on. “Marketing delivers a high-level view of the available market. Pie charts told us all the revenue we were missing. Our executive team agrees there’s significant upside opportunity. Now what do I do?”
Do you need to drive tangible results with account segmentation data? Download the Sales Operations Guide to Account Segmentation here. Maximize the impact of account segmentation and deliver results. Don’t let this work turn into shelf-ware.
Account segmentation is not an esoteric exercise to be put on a shelf. Account segmentation requires a view down at the customer and prospect level. Pie charts won’t help. The data has to be deployed. Action plans must follow and people held accountable to realize the benefits. Successful use of account segmentation requires the following to be known up-front:
How will you use this to drive increased efficiency? Solid resource planning, territory design, and quota setting should follow. Great account segmentation work enables you to make great decisions.
Get the benefits available to you and your organization from sound account segmentation work. Don’t keep looking at Marketing’s pie charts wondering what to do next. Get down to the account and prospect level. Take action on the data. Download your copy of the Sales Operations Guide to Account Segmentation here
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