Achieving Revenue Growth with Optimized Account Segmentation
Account Segmentation can arguably be viewed as the single most important practice your organization can execute to unify the team around your growth strategy. Your customers are the heart of your business. And how you segment them impacts every part of the customer journey, from marketing to prospecting, sales, customer success, and beyond. Many commercial leaders claim to understand and execute account segmentation. Still, those account seg strategies tend to be “good enough” and not performed on a regular, consistent basis. For leaders to drive growth, a consistent refresh of account segmentation and incorporation of three critical elements will take that strategy from good to great and improve sales productivity.
Aligning the top talent in your sales organization to your top accounts is the fastest way to produce growth. Having a deep understanding of your customer's ability to spend (and over what time frame) gives you a competitive advantage when making allocation decisions against market opportunities.
A best-in-class Account Segmentation strategy and practice requires extensive collaboration and greater discipline comprised of three elements: classification, qualification, and prioritization.