PHASE 2: ACCOUNT SEGMENTATION
Understand which accounts in your market are going to generate the most revenue over the shortest period.
Quantifying the potential, propensity to buy, and willingness-to-pay for each account will increase your sales and marketing ROI. This is done by aligning your best resources with your best accounts. With accurate account segmentation, the executive leadership team will be able to provide intelligent strategic guidance to the entire organization, especially the go-to-market functions.
RAPID DIAGNOSTIC
1. You have defined your Ideal Customer Profile (i.e., what defines your ideal prospect/customer).
2. Your Ideal Customer Profile was built using a research-based process.
3. You have scored each prospect/customer relative to your ideal customer profile.
4. The potential spend for each prospect/customer is quantified and known by the sales team.
5. Your Customer Acquisition Cost (CAC) is known by account.
6. The Customer Lifetime Value (CLTV) is known by account.
7. You have defined the Propensity-to-Buy for each prospect/customer (i.e., how likely each prospect/customer is to buy from you).
8. You use a RAD (Retain, Acquire, Develop) model to define your tactical approach for each account.
9. You assign your best sales channels to cover the accounts with the most potential.
10. You assign your best sales talent to the accounts with the most potential.
DELIVERABLES
• Ideal Customer Profile (ICP)
• Propensity-to-Buy Formula (PtB)
• Prioritized Account List
• Customer & Prospect Account Potential
• Define Sales Motion by Account (RAD Model)
• Account Share of Wallet Analysis