Question 2: Do we have the capability, focus, and resources to engage our most valuable accounts over the entire sales cycle?

Firsthand experience and many conversations reveal the answer in most cases is “no,” even within companies you would think had figured this out. Fact is, there is often either disagreement or just plain lack of awareness over what is considered a top account, and how to go about engaging all of the decision makers and influencers within them.

Getting to the issues of “do we have the capability and focus” requires inside-the-company straight talk, commitment and internal engagement.

Account-based approaches are ideal for accomplishing engagement through the sales cycle, vital for strategic accounts. In addition, the learning and experience from implementing the account-based sales and marketing process filters through the sales and marketing organization in positive, measurable ways, in all go-to-market activities.