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Account-Based Growth

Unlocking Sustainable Value Through Extraordinary Customer Focus

Deliver value and profitable business solutions to key B2B clients and build enduring relationships that will maximize growth, by aligning marketing, sales and customer success.
EAN: 9781398607446
Edition: 1
Format: 234x156
256 pages

About the book

Nurture client relationships, deliver long-term, market-beating growth, and win the competitive edge with this end-to-end guide to connecting marketing, sales and customer success for key B2B accounts.

It is one thing to win important accounts and business in the first place through effective marketing, but quite a different task to retain and grow them over subsequent years. Account-Based Growth offers a complete roadmap to breaking down silos between marketing, sales and customer success to building enduring B2B relationships, deliver profitable, sustainable growth and outstanding value for priority clients. Exploring how to prioritize accounts and allocate resources as well as enabling executive sponsorship and engagement, it features real-life viewpoints from industry experts, and case studies from leading organizations including Accenture, Cisco, Fujitsu, IBM and Salesforce.

Also showing how to manage data, technology and operations and build your team's competencies, Account-Based Growth is supported by hints and tips and key bullet-pointed takeaways at the end of each chapter. It can be used alongside A Practitioner's Guide to Account-Based Marketing for a complete end-to-end resource for marketing and selling complex, high-value business solutions and delivering long-term value to key clients.

About the authors

Bev Burgess is founder and Managing Principal at Inflexion Group, which delivers thought leadership, consulting and training to companies on account-based growth. She has held senior marketing roles at British Gas, Epson and Fujitsu and headed ITSMA's global Account-Based Marketing (ABM) practice and European business. Based near London, UK, she is also the author of A Practitioner's Guide to Account-Based Marketing and Executive Engagement Strategies, both published by Kogan Page.

Tim Shercliff is co-founder and Managing Director at Inflexion Group. Previously a Strategy & Marketing Director at IBM, he has consulted and worked with companies including Nationwide Building Society, Accenture, PwC, Microsoft and Fujitsu. A senior advisor at ITSMA, he is based near Manchester, UK.