By R "Ray" Wang on January 16, 2019
Apply the Account Categorization Framework to Succeed in Account-Based Strategies
An account-based strategy model needs to focus on re-establishing relationships. With a very-well-defined list of business-to-business contacts, the go-to-market strategy requires a disciplined approach to re-engage with customers. Unfortunately, most field organizations are saddled with tech-laden complexity. Constellation Research suggests that clients put human relationships back in the forefront.
Using the Account Categorization Framework (ACF), go-to-market teams can assign prospects and clients to four archetypes. By tailoring strategies to each one, go-to-market teams can prioritize and personalize their efforts. The goal? To deliver a high-touch account-based program that wins over the trust of clients and prospects. Constellation sees this ACF-driven approach as paramount for go-to-market team success for all sellers and marketers in all industries.
Winning high-value accounts in today’s market isn’t about unleashing a massive team of salespeople who ultimately flail around, confused and made desperate by a tangle of siloed technology that’s supposed to help but only hinders. It’s time to take a breath and focus on building strong human relationships with a much more targeted and sensible approach.
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Ready to shift your account based strategies? Learn how to filter and prioritize accounts. Add your comments to the blog or reach me via email:
R (at) ConstellationR (dot) com or
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Posted in Business, Featured Posts, Technology / Software, Trends & Concepts | Tagged account based strategy, account categorization framework, Apps Strategy, best practices, Business Transformation, C-Suite, CDO, CEO, CFO, Chief Collaboration Officer, Chief Creative Officer, Chief Customer Officer, Chief Data Officer, Chief Digital Officer, Chief executive officer, Chief Financial Officer, Chief HR Officer, Chief information officer, Chief Information Security Officer, Chief Innovation Officer, Chief Marketing Officer, Chief People Officer, Chief procurement officer, Chief Revenue Officer, Chief Sales Officer, Chief Security Officer, Chief Service Officer, Chief Technology Officer, CHRO, CIO, CMO, Constellation Research, COO, CRM, Digital Business, Digital Disruption, digital marketing, Digital Strategy, Digital Transformation, DigitalBiz, digitaltransformation, enterprise applications, enterprise apps, Enterprise apps strategy, enterprise software, experience management, growth, innovation, jump start growth, Leadership, R “Ray” Wang;, Research Report, rwang0, sales, sales effectiveness, sales strategies, Software Insider, SoftwareInsider, trends, vendor strategy
R “Ray” Wang (pronounced WAHNG) is the Principal Analyst, Founder, and Chairman of Silicon Valley based Constellation Research, Inc. He’s the author of the popular business strategy and technology blog “A Software Insider’s Point of View”. Wang has held executive roles in product, marketing, strategy, and consulting at institutions such as Forrester Research, Oracle, PeopleSoft, Deloitte, Ernst & Young, and Johns Hopkins Hospital. His best selling book, Disrupting Digital Business, published by Harvard Business Review Press provides insights on why 52% of the Fortune 500 have been merged, acquired, gone bankrupt, or fallen off the list since 2000.
Wang is a prominent dynamic keynote speaker, research analyst, and industry commentator working with clients to transform their business models using exponential technologies. He’s spoken around the world at almost every tech related conference including keynotes for tens of thousands of people and intimate executive settings such as Davos. Ray’s clients include a majority of the Fortune 500 and Global 200.
Ray is well quoted in media outlets such as the Wall Street Journal, FoxBusiness, CNBC, Bloomberg, CNN, CGTN, Tech Crunch, Business Week, and Fortune. He has thrice won the prestigious Institute of Industry Analyst Relations (IIAR) Analyst of the Year Award and has repeatedly been in the #1 slot in the AR Power 100 list for over 10 years. Ray resides in Silicon Valley when not traveling 500,000 miles a year in the air.
