Develop long-term relationships, deliver market-beating growth, and create sustainable value with this pragmatic guide to aligning marketing, sales, customer success and your executives around your most important customers. Many B2B companies make half their profitable revenue from just three percent of their customers, yet don't recognize the significance of these accounts, nor invest appropriately in them. Account-Based Growth introduces a comprehensive framework for improving internal alignment and external engagement with these vital few. It contains bullet-pointed takeaways at the end of each chapter plus a comprehensive checklist to help you improve your own company's approach to its most important customers. Each element of the framework is brought to life through viewpoints from industry experts and case studies from leading organizations including Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow and Telstra.
Title: Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus
Author: Burgess, Bev,Shercliff, Tim
ISBN: 9781398607460
Binding:
Publisher: Kogan Page Ltd
Publication Date: 2022-11-03
Number of Pages: 304
Weight: 0.7502 kg
In business life, I cannot think of anything more satisfying than creating value for customers and, in the process, creating value for all stakeholders including the Planet. A few years ago, when Account Based Marketing first emerged, I said that it was a paradigm shift for the marketing domain. I have not changed my view. Please read this book to find out why. Incidentally, both authors are brilliant. * Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc, Emeritus Professor, Cranfield University School of Management *
Delivering sustainable, profitable growth from your most important customers should be a key part of your strategy. The authors bring their decades of pragmatic experience to bear, laying out why it is so critical to focus on this topic and how to go about it. Read this book; it might well make you re-think your whole approach to profitable growth * Kevin Loosemore, Chairman, De La Rue *
Customer success evolved from the idea that a strong relationship with your client matters. Now it's great to finally see a book focused on building those relationships with your most strategic clients holistically. This book takes the virtues of the customer success revolution and builds on it with the other key elements - account management, account-based marketing, and executive engagement - while offering a comprehensive guide with insights from top market leaders. * Nick Mehta, CEO, Gainsight *
In the subscription economy, retaining and growing with your top customers is essential. Bev Burgess and Tim Shercliff have researched this topic, laid out a framework for account-based growth and explain the challenges that need to be overcome, with the benefit of viewpoints and case studies from across the technology industry. Whether you're a high growth software company or a more mature technology services company, there is something in this book for you. * Sue Barsamian, Board Member *
I'm a passionate believer that your company's future prosperity depends on how well you treat a relatively small proportion of your customer base. Get this right, lining the whole company up behind the go-to-market team, and you will prosper. It sounds easy. It isn't. This book explains how to drive profitable growth, co-creating solutions with your best customers and turning them into advocates that help you win your next top customers. A must for CROs. * Jon Hunter, CRO *
Focusing in on your most important customers is vital for your future growth. This book explains how to go about it, in clear and practical terms. A must for all CMOs. * Fran Wilson, Chief Marketing Officer, Boomi *
Bev Burgess and Tim Shercliff have produced the must-have guide on Account-based Growth. This valuable business bible provides a no-nonsense approach to maximizing the potential of your top accounts and growing your business. It stands out from the crowd because it not only provides clear guidance on how to align and optimize internally to get the best results in this volatile market, it also helps leaders navigate the very real and unique cultural and societal issues businesses are facing today. * Stella Low, Chief Corporate Affairs and Communications Officer, HP. *
If you believe that selling to existing customers is easier than attracting new ones, this book will help you understand who your most important existing customers are, and how to sell more to them. * Mike Phillips, Senior Independent Director and Audit Committee Chair, Bytes Technology Group *
This book wonderfully summarizes the importance of strategic accounts to your business and to your top clients. You know the 80/20 rule...well now it's about the 50/3.5 rule! Bev and Tim build the business case and provide the practical examples from both the supplier and the client's perspective. This serves as a guide to help change your mindset and develop a plan to grow your account as a market of one . This is a must read for those of us dedicated to focusing on our top clients for the long haul. Bravo! * Denise Freier, President and CEO, Strategic Account Management Association *
When Bev Burgess codified and defined Account Based Marketing in 2003, she was way ahead of her time. It's taken many of us in B2B marketing and sales the best part of two decades to catch up with her. Her latest book (co-written with long-time collaborator Tim Shercliff) is similarly visionary, simultaneously elevating and reinvigorating the conversation around key accounts, their criticality to so many B2B organisations, and how to manage them. In essence, it's nothing short of a manifesto for why we need to shake up B2B sales and marketing once more to align with the unavoidable new business realities of 2022, and the challenges of operating in the post-Covid world. This is no work of theory or conjecture - it's packed full of real-life testimonies and case studies, and evidence-based strategies for how to turn these ideas into reality. Read it now and be ready for the future of B2B. * Joel Harrison, co-founder and Editor-in-chief, B2B Marketing *
Bev Burgess has established herself as the leading light on client relationship marketing in all its dimensions within the business-to-business sector. The growing complexity of working relationships, between both institutions and individuals, requires new thinking that goes beyond the original idea that 'account-based marketing' is all that is needed to bridge the gap between marketing and sales. Bev and Tim's new book explains why treating client relationship development as a total business concept, requiring the attention, effort and focus of all parts of the organization is necessary to ensure mutual, sustainable value. * Dr. Charles Doyle, Global Chief Marketing Officer, Arup *
