Research Report: Improving Go-to-Market Results with Constellation’s ACF

Published on January 16, 2019 by R "Ray" Wang

Apply the Account Categorization Framework to Succeed in Account-Based Strategies

An account-based strategy model needs to focus on re-establishing relationships. With a very-well-defined list of business-to-business contacts, the go-to-market strategy requires a disciplined approach to re-engage with customers. Unfortunately, most field organizations are saddled with tech-laden complexity. Constellation Research suggests that clients put human relationships back in the forefront. 

Using the Account Categorization Framework (ACF), go-to-market teams can assign prospects and clients to four archetypes. By tailoring strategies to each one, go-to-market teams can prioritize and personalize their efforts. The goal? To deliver a high-touch account-based program that wins over the trust of clients and prospects. Constellation sees this ACF-driven approach as paramount for go-to-market team success for all sellers and marketers in all industries. 

Winning high-value accounts in today’s market isn’t about unleashing a massive team of salespeople who ultimately flail around, confused and made desperate by a tangle of siloed technology that’s supposed to help but only hinders. It’s time to take a breath and focus on building strong human relationships with a much more targeted and sensible approach.

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Your POV.

Ready to shift your account based strategies?  Learn how to filter and prioritize accounts.  Add your comments to the blog or reach me via email: R (at) ConstellationR (dot) com or R (at) SoftwareInsider (dot) org.

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Disclosures

Although we work closely with many mega software vendors, we want you to trust us. For the full disclosure policy,stay tuned for the full client list on the Constellation Research website. * Not responsible for any factual errors or omissions.  However, happy to correct any errors upon email receipt.

Constellation Research recommends that readers consult a stock professional for their investment guidance. Investors should understand the potential conflicts of interest analysts might face. Constellation does not underwrite or own the securities of the companies the analysts cover. Analysts themselves sometimes own stocks in the companies they cover—either directly or indirectly, such as through employee stock-purchase pools in which they and their colleagues participate.

As a general matter, investors should not rely solely on an analyst’s recommendation when deciding whether to buy, hold, or sell a stock. Instead, they should also do their own research—such as reading the prospectus for new companies or for public companies, the quarterly and annual reports filed with the SEC—to confirm whether a particular investment is appropriate for them in light of their individual financial circumstances.

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