Phase 2: Accounts
Understand which accounts in your market are going to generate the most revenue over the shortest period of time.
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.