Every B2B marketer and salesperson has the requirement of mapping their accounts. By mapping accounts, we understand the decision makers, champions, and influencers that can motivate and purchase from us.
Account mapping allows the clear delineation of the “who” in the purchasing decision: “Who is involved in making things happen with regard to the solution I am marketing and /or selling?”
Most effective marketers realize that account mapping is the crucial first step of the proactive marketing process. By understanding the who in the equation, one can target the right contact with the right market message.
Salespeople generally rely on marketing to map accounts, but in cases where this support is not available, good sales people map the accounts themselves.
The terminology of account mapping may be different from company to company. Some organizations call it contact research, prospect research, contact discovery or target research. Regardless of what it is called, it is a critical step used to maximize success of B2B sales and marketing programs.
As Phil Knight says, “Just do it!”
Ed can be reached at 469-200-4901, or via email at email@example.com.