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 It's easier with a map...
Account Mapping begins with a list of target companies, provides everything from verifying name, address, email, title and direct phone number, to:
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Comprehensive uncovering and charting of multiple levels of decision-making
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Mapping parent-subsidiary relationships, in large enterprises
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Uncovering the preferred processes potential clients use to qualify vendors and buy
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Effectively by-passing of low-level "technical" non-buyers
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Identification of incumbent vendors
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Pre-qualification of the marketplace
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"Seeding" of the marketplace with company and solution awareness messaging
Establishing credibility for the field sales force
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Fast and effective outreach to large number of companies and individuals
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Mining more value out of existing client relationships including family trees
Account Mapping is gaining in popularity as a marketing deliverable that increases sales force satisfaction from its company's marketing programs.
The fact is, however, that Account Mapping is just the first step in the three-step process - of Account Mapping, lead generation/qualification and nurture marketing. Since most companies' lead generation experience is poor and positive experiences with quality, outsourced nurture marketing seem almost non-existent, marketing departments have caved to demands from sales to "just provide accurate contact names". Marketing hopes that it satisfies sales, and that sales follows up on the names provided. However, in reality, an effectively deployed sales force does not have time to call the names uncovered by Account Mapping. Account Mapping has a shelf life.
Each client engagement indicates a slightly different approach to Account Mapping. A basic recommendation is that the follow-up to create value out of an Account Map investment should be anticipated prior to beginning the project. Benchmarks, including sales pipeline, are important elements in establishing and measuring an Account Mapping program.
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