In B2B, not all accounts are created equal. Some accounts have much more revenue potential than others. Others have a much higher propensity to buy than the average account. The days of marketing to a market and generating leads are over. To grow revenue faster than your industry, and competitors, requires marketing to specific accounts and generating opportunities for the sales team.
- Ideal customer profiles
- Customer acquisition cost by product
- Customer lifetime value by product
- Account potential
- Account scoring
- Propensity to buy formula by product
With this phase completed, it is time to move on to Phase 3: Buyers.