Question One: Do we know which accounts are our most valuable?
Answer: As you might expect, there’s a wide variation in answers to this question. Some companies have their “named accounts” well documented, and known throughout the organization. Others are somewhere in between, where sales has an idea, but the rest of the organization, including marketing, couldn’t tell the list with confidence.
Others fall into the category of — we really need to do this, and we have some idea how, but not completely.
The ABX approach is all about selecting your most valuable accounts — current and prospective — in a way that represents revenue and profit growth, strategic importance — and matches with your actual capability to engage and close opportunities.