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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
Published:
Format: 234x156
304 pages

About the book

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.

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. He is based near Manchester, UK.


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