Account ManagementGOAL: Understand the difference between Influencer Accounts and Transactional Accounts – and why it matters.
Accounts represent the groups with which an organization executes business activities such as attending meetings, sending quotes, and ultimately selling products or services. Some of these pre-sale activities are not related to the customer but instead a group or individual working on behalf of the end customer to obtain a certain good/service for a Project. For example, an architect may reach out to the manufacturer regarding a certain product or multiple product lines for a particular project. The manufacturer may capture the details of the request and the individual’s contact information but then refer the architect to the appropriate distributor who will perform the remaining sales activities. The manufacturer will want to capture the details around the architect who wants to source their products, the distributor who is going to sell the product, and ideally the direct end user/consumer of the product. All of this information fits into the characteristics of an Account, but each group needs to hold their own separate identity.
Common Pain Points
- Missing insight into all parties involved with a sale
- Lack of segmentation between direct consumers and those that help influence your product or service
- Unsystematic management of activities related to consumers versus influencers
- Distorted reporting on Sales data tied to Accounts
Find out Smart Solutions to this and other Common Needs in Manufacturing by reading the white paper.