Developing Strategic Accounts
Capital Equipment
Objective
Increase consistency of revenue production in key accounts, independent of market-driven buying cycles.
Obstacles
Lack of investment model and “deal-chasing” mindset of sales team made it difficult to gain consistent attention to accounts outside of current buying cycles.
Approach
Define a Strategic Account Development process, with roles & responsibilities, best practices, a planning cadence and supporting tools and methodologies. Lead initial 2-day planning summits for top accounts, with participation by organizational thought leaders to seed the program, establish early success and gain momentum.
Outcome
Largest single-year order results, with continued growth in key accounts over subsequent years.
