Strategic Account Map: Account Mapping Process for Strategic Account Management
Buying decisions in companies are getting increasingly complicated. Recently, Gartner has reported that “the typical buying group for a complex B2B solution involves 6 to 10 decision makers.” What involved a one-person decision some years ago, now has multiple decision-makers or stakeholders. In addition, there are different types of such decision-makers. Add to this the number of key accounts you have to manage and keep track of, and suddenly you’re overwhelmed! Patricia Fripp, author and presentation skills authority says, “Technology doesn’t run an enterprise; relationships do!” So, while you may have CRM systems in place to track all your data, the biggest drawback is just that – a CRM system only tracks data! How do you record usable information on the key decision makers, their preferred communication styles, the key account’s major pain points, and all other intel you gather over time? Enter – Strategic Account Mapping! What is Strategic Account Mapping? In its simplest form, a strategic account map is a visual representation of key contacts, decision makers and relationship dynamics within a key account’s organization. Looking for an easy way to identify key accounts? Use this cheat sheet! Why go through the trouble of this exercise? Because relationships matter. And with business relationships, you want to maintain a relationship with the organization as much as you want to maintain a relationship with a key person or a strategic decision maker. In the words of American billionaire entrepreneur Mark Cuban – “Business happens over years and years. Value is measured in the total upside of a business relationship, not by how much you squeezed out in any one deal.” The fact is that people leave, but your relationship with the key account doesn’t have to end there. This means it’s important to have several points of contact within the organization and keep track of all the key information you need to keep your most important customers happy. Thereby increasing sales and revenue! Within a key account’s organization, you may need different points of contact for different activities. There could be one point of contact that’s essential for maintaining the relationship, another may be essential on account of their decision-making authority, and you could need others to confirm important details or pitch ideas to. All these are important for different reasons. Just identifying whom to reach out to isn’t enough. To optimize time and increase efficiency, it’s best to know who the decision-makers are. In this way, you can start developing those all-important business relationships. And cultivate them in a way that you can at some point go beyond the people and be strongly linked with the organization. With all this as background, you can see why this cannot be a one-time project. Strategic account mapping is, in fact, just the beginning of the business relationship. It is the starting point of the map that gets bigger, with more details and more layers. It should be a continuous building process to which details keep being added. How do you add details? When a new point of contact is established. This could be because the original point of contact is separating from the organization or has been transferred or promoted. It could also be on account of the contact being on long leave or taking a hiatus. When another department in your organization has collected data through surveys or interviews. By browsing the key account’s social profiles, periodically checking their websites for new appointments, new launches etc. and scanning the news for announcements about them. Before or during any major projects undertaken, renewal of service contracts or similar activities where new information or details may be discussed. Strategic account planning is just good business practice. When it is consciously and actively made a focus, it helps you build better and stronger connections with your key accounts. Since details are constantly tracked and updated, a strategic account map can be the source of reference for every new interaction. It helps to avoid contacting the same person over and over again, making others feel side-lined. Knowing exactly whom to reach out to begin a new conversation makes your communication more targeted and relevant. You, therefore, appear current and better-informed, earning major credit for your organization! Importance of Strategic Account Mapping for Key Account Management Even today, the 80:20 rule applied to business holds true. That is, 80% of your revenue comes from 20% of your clients. Combining this principle with the knowledge that client retention is less expensive than client acquisition, key account management becomes vitally important. And it all starts with strategic account mapping. Strategic account mapping is the first step of Key Account Management. It should begin with the first interaction with the key account and continue to be built and reviewed with every deal. Strategic account maps are relevant and important to every department that has a connection with your key account. Your sales teams are, of course, the biggest beneficiaries, but strategic account mapping can be equally invaluable to marketers and customer service representatives among others. Top 5 Benefits of Strategic Account Mapping Some of the major benefits of Strategic Account Mapping for Key Account Management are: 1. Client retention Despite all the data on customer retention v/s customer acquisition, only 18% of companies focus on customer retention. This offers an excellent opportunity! Since the major objective of a strategic account plan is to map the important and influential players of key accounts, this information can then be used to communicate and deal with them effectively. In-depth and current information about pain points, priorities and influencers can make a big difference in your dealings with key accounts. With this information, your teams are able to offer services and solutions that are pertinent and appropriate and that match the key accounts’ requirements, thus showcasing your knowledge and interest in them. 2. Long-term relationships Your relationship with a key account may begin with one point of contact or a friendly face that has helped you get a foothold. But to manage
DemandFarm is ISO/IEC 27001:2013 and ISO/IEC 27701:2019 certified
DemandFarm is happy to announce that it complies with international Information Security Management System standards. The ISO/IEC 27001:2013 has been awarded for meeting internationally-recognized requirements for establishing, implementing, maintaining and improving Information Security Management System within a company. DemandFarm now assures you with a higher quality and higher level of trust, reduces the risk of cyber attacks and information security breaches. With the ISO/IEC 27701:2019 certification, DemandFarm has also followed the privacy extension. You can now trust DemandFarm even more when it comes to managing personal information and adhering to international standards of privacy regulations. Examination Scope: Information Security Management System (ISMS) Certification: ISO/IEC 27001:2013 (link to certificate) Examination Scope: Information Security Management System (ISMS) Certification: ISO/IEC 27701:2019 (link to certificate) We are committed to ensuring information security at all levels and maintaining the certifications!
Key Account Management Strategy: 4 Successful Account Management Strategies for Account Planning
A major portion of a company’s sales typically come from a small group of customers. Or, as the saying goes, around 80% of a company’s profit will come from 20% of its clients or accounts. We’ve all heard this management adage time and again. However, it continues to hold for many businesses around the world, no matter their size or the industry in which they operate. That’s why it’s critical to have proper strategies in place to ensure you, as a company, manage 20% of your clients with extra care than you normally would. How do you do that? By strategizing and picking the best account management practices for your firm. But despite the best account managers, Key Account Management strategies and approaches are failing. The main reasons behind a failed key account management strategy are a few critical mistakes that organizations tend to make. Those include a misguided selection of key accounts in the first place, overburdening key account managers, and wasting of resources, according to a study by Gartner published earlier this year. By resolving these issues, sales teams can greatly improve their key account growth, the study adds. source: Gartner What is Key Account Planning? Key Account Planning or Strategic Account Planning is a business process that entirely deals with the administration of these strategic key accounts. The best way to administer key accounts is to nurture them into long-term relationships. Key accounts are not just those that are bringing in the most money to your company right now, but can also offer the most promising prospects for growth. The Key Account Management process, in short, involves employing key account managers to maintain, develop and nurture those key accounts, and strategic customer relationships. It requires more in-depth and specialized handling than the role performed by the larger sales team. The popular saying is that in sales, you sell. But when it comes to Key Account Management, you help customers buy. What are the benefits of Account Planning? Key account planning offers a few important benefits for businesses, especially small and medium-sized ones, that make it a must-have. Account Planning is considered one of the most effective ways to both grow revenue and safeguard current sales. In other words, with Account Planning, in one stroke, an organization can protect its present while simultaneously working towards the future. By using Account Planning strategies, your business gains opportunities to cross-sell and upsell additional products or services to existing customers. Can you do this without Account Planning? Perhaps. But it would be a haphazard process. Account Planning ensures that your key account managers or sales reps know exactly which products or services to pitch, and which existing client to pitch it to. As we mentioned above, Account Planning also allows you to protect your existing customer base. It helps curb customer churn. When you use Account Planning strategies, your key account managers and sales rep are armed with the right tools. They can offer personalized solutions to customers who matter. In the process, what occurs is a mutually beneficial transaction between your organization and your key accounts. How do you use key account planning in your business? In the rest of this article, we give you a starting point by examining four best account planning strategies that will benefit your organization. Four Successful Key Account Management Strategies for Account Planning 1. Select the right key accounts How do you identify your key accounts? That should be the first question that comes to your mind, before you can even think about what Key Account Management strategies you need to implement. Key accounts or strategic customers aren’t only the ones that are bringing you the largest chunk of revenue. There are several other parameters that you need to consider before you can designate a client or customer as a key account. Here’s a look at some of those factors you need to consider to arrive at your own list of key accounts or strategic customers: Historic data: How much revenue has an account brought in over the years? How has its ratio of contribution to your company’s profits/revenue expanded (or shrunk) with time? Answering questions like these give you a more accurate and comprehensive description of key accounts in terms of revenue contribution. Growth potential: Now that you have an idea of how much revenue an account has historically contributed to, the next step is to map out its growth potential. How much more can your company earn from an account? Is there enough long-term potential? Do you believe that the organization is financially sound and will remain so for the foreseeable future? Value potential: Does the company offer you opportunities for growth that’s not necessarily based on numbers? For example, does the company have an extensive network or connections that you can tap into? Does it have access to resources you may need, or come with a stellar industry reputation that makes them a value add to your portfolio of customers? Match potential: Of course, it goes without saying that any account you are looking to classify as a key account must be a fit with your own company. For example, the solutions you currently offer (and plan to in future) must, obviously, be a match with what the other organization wants. Often, the culture of a strategic customer also ought to match your own, as it makes it easier to do business with them. As you implement a selection strategy to identify your strategic customers or key accounts, it’s very important to remember not to go overboard. It may be tempting to create a large portfolio of key accounts under the assumption that it boosts your company’s credentials. But the process is meant to be a narrow, selective one. You don’t want to end up with a long list of key accounts that may not be strategic for your company. When you do that, you run the risk of having to remove or demote some accounts, and that can cause unnecessary
9 Steps to Build a Successful Key Account Management Process
This ebook contains 9 steps to go over key account planning, setting up, implementing and reviewing a key account management process. They include analysis to make a profit, understanding your customer, assessing your relationship health, drawing up a key account plan blueprint and getting into action with a plan. Find out more about resource planning for your key accounts, improving communication with internal and external stakeholders. Monitor, control and review the Key Account Management process to determine its success.
Key account management skills for the new paradigm
Account planning has evolved from the wine and dine times to providing strategic solutions – and shows no signs of stopping. The tribal knowledge present in the teams can become enterprise memory with digital KAM and narrate a story of the client’s needs to the Key Account Management team – allowing them find innovative ways of meeting them. This means key account managers can focus on proactively understanding and trying to solve client’s problem, instead of trying to keep the records straight. The changes to working conditions all over the world provide another reason to relook at skills required to manage key accounts – the old ways are not relevant anymore. The changes to the way we work have been so drastic that in a couple of years, organizations that don’t have any sort of key account management practice that relies on structured data – will not be able to succeed. With structured information about clients and insights derived from AI and ML tools, Account Managers can provide the necessary human touch efficiently. The key customer representatives want to succeed in their positions – and are looking for strategic partners who can empathize and help them achieve business goals. By treating key accounts as strategic partners, organizations can see the real value of the business relationship – where the skills of account managers are enhanced by the tools at their disposal.
Predicting the next move in sales and account management – the AI and machine learning way
It is essential for organizations to understand which accounts are ‘strategic partners’ and the relationships where they act as a tactical vendor. Once the distinction is made, treating the strategic partners as key accounts requires a thorough understanding of the customer’s business, structure, details about individual business units, strategic initiatives, and management changes. While having this data is essential, using it to create solutions that create more value for the customer or answer the customer’s business challenges is what fortifies relationships – and AI and ML help in this regard, by identifying areas of focus and/or concern. The intelligence present in the organization about its key customers can be termed as ‘tribal knowledge’, and it resides in the way clients and key account managers interact, while adding value to the relationship. This seemingly unstructured information can be captured into an enterprise memory which can be seamlessly used by multiple members of a team to manage the same key account. When properly structured, the data can be used by AI and ML tools for Key Account Management – and ease the process of collaborating and building relationships with the customer organization. They provide insights which help in making account plans which lead to revenue goals, specific actions, and timelines. Every key account will have unique situations that necessitate customised solutions or approaches and require a fair amount of cognitive thinking. The insights that AI and ML tools provide help in the process, but the days of tools providing viable courses of action are not that far off.
Account Planning – A Strategic Approach to Grow Your Key Accounts
What is Account Planning? Account planning is the process of building strategic plans to improve value-driven relationships with your key customers that can help in long-term development and retention, thereby maximizing the revenue potential. Effective account plans help account managers to gain a more in-depth understanding of the client. Account Planning has been around for years. Did you know that 65% of a company’s business comes from existing customers? Or that 80% of your future profits are likely to come from 20% of current customers? In other words, building and cultivating healthy relationships with clients is one of the most effective pathways to exponential growth. With so much at stake, it’s no wonder that 61% of companies consider strategic account management as the key to increasing revenue, profits, and customer satisfaction. While the importance of account management is unquestionable, its implementation leaves a lot to be desired even today. 71% of companies believe that sales improved by less than 26% since launching their Strategic Account Management programs. KAM Glossary: Crucial Account Management Terms Explained Why is Account Planning essential for your business to grow? A recent Account Planning Book of Evidence study surveyed 1034 people from 62 countries to determine why organizations undertake the account planning exercise. Most of the results were unsurprising: Better Win rate (75%) Increased understanding of customers’ business (72%) Shorter sales cycles (58%) Better customer loyalty (55%) Increased deal size (49%) Better executive access (47%) Identify non-competitive deals (27%) While this gives us an insight into the benefits of Account Planning as a whole, it also goes to show that there is some ambiguity when it comes to defining the overall purpose of account planning. A better win rate is too vague and can apply to all key account management processes. ‘Increased understanding of customers’ business’ is important but it doesn’t talk about outcomes. Download Now: 9 Steps to Build a Rock-Solid Key Account Management Process Purpose of Account Planning There are a couple of reasons why companies struggle with effective account management. The first is that technological innovation has shifted the landscape across departments and industries, and account management has also changed with it. As a result, companies that weren’t able to keep up with changing trends in account management have suffered. Apart from technology shifts, there is another reason why some companies struggle with effective SAM (Strategic Account Management). The key to effective account management lies in sound Account Planning. Many companies either ignore account planning or do account planning for the sake of it, without a clear understanding of its purpose and expected outcomes. Without effective account planning, account managers are simply unable to create the kind of impression on their clients that they need to. We decided that we needed to get a better understanding of the role of account planning, the technology trends in account management, and the way forward for organizations. Account Planning Template – The Key to Revenue Growth We sat down for an in-depth discussion with Mr. A. Ghosh, Founder, and CEO of Netfotech Solutions. Netfotech is a cutting-edge IT services company that works with clients of all sizes and all across the globe including India, the UK, and Singapore. They also provide many solutions from social e-commerce Solutions, big data consulting, web site development to web hosting, mobile application development, BI & Analytics, and Robotics Process Automation. With such a diverse clientele and a broad range of services, the effective strategic account management plan has emerged as a key growth driver for Netfotech. Here are some key excerpts from our conversation. Mr. Ghosh believes that there are two major reasons to do strategic account planning. Together, they define both the essence and the ultimate purpose of the sales account planning exercise. The first and foremost priority of Account Planning is to ensure that the gross margin in the account is consistent from one year to the next. It’s very easy, especially in a services business, for the cost of client servicing to increase without a corresponding increase in revenue. A detailed account planning template helps to overcome this problem by ensuring that the gross margin stays consistent. Read Now: Account Planning Template – Step by Step Strategic Account Planning The second major reason for Account Planning is to strategically grow the account. Cross-selling and up-selling are some of the easiest ways of maximizing revenue and it is only possible through effective account planning and management. The probability of selling a new service to an existing customer is between 60 to 70% whereas the probability of selling to a new prospect is only 5 to 20%. Together, these two reasons, maintaining profitability and horizontal growth, are the fundamental reason why account planning exists in the first place. Overcoming Account Planning Challenges The first step in account planning is an in-depth understanding of the client and their needs. Unfortunately, this is the step at which most account planners falter. If the understanding of the client is superficial, effective account planning is simply not possible. According to Mr. Ghosh, there are three major challenges that most account managers face while trying to get an accurate and comprehensive understanding of their clients. 1. Lack of Ground-Level Intel The devil, as they say, lies in the details. In many cases, account planners simply don’t have access to key strategic information about the client. For instance, a client that is currently using our website development services may soon be looking to get an analytics set-up in place. Unless account managers have access to this kind of strategic information, they may lose an opportunity that is there for the taking. The only way to solve this conundrum is by building closer, more meaningful relationships with clients. 2. Lack of Connection to the Right Stakeholder Sometimes, account managers are unable to get a more comprehensive understanding of the client simply because the person they are in touch with is not the most well-informed. In some cases, account managers are in touch with people
The secret to winning a key account for long-term
Key account retention, when seen from the eyes of vendor partners, is not just about proving the solution that was asked, but to understand the client’s business and help them grow. But with the fragmented state of data on customers, it is difficult to understand what drives the decision making on the customer’s side. With the right strategy and the right tools, however, key account managers can ensure they have relevant data which allows them to work smart. With proper data about the client in place, Account Managers can demonstrate value to the key account by knowing their business and industry, helping them set goals, develop corresponding strategies and create a concrete, actionable plan. With properly organised data, even a new member of the accounts team can start on an even keel with the information available. With proper data, reaching out to key accounts regularly becomes a meaningful activity, which works towards enhancing the relationship. At the end of the day, technology enables us to do what we already do better. People buy from people they trust, and with sophisticated key account management tools – the task of establishing trust can be simplified. Also, with AI and ML being used increasingly in Key Account Management solutions, we are seeing the software provide helpful suggestions, touch points, key focus areas and more. Watch the complete DemandFarm Fireside Chat to learn how your organization can have a long and fruitful relationship its key customers here
Digital Key Account Management- Unlocking the secret to managing Key Accounts
Previously published under the Council Post for the Forbes’ Business Development Council The Pareto principle, better known as the 80/20 rule, is applied for numerous purposes in boardrooms all over—but the essence holds true for a majority of cases in the business world, especially when it comes to managing and retaining customers. The idea and allure of gaining new users always outweigh the duty of catering to existing customers. And it makes sense why: More customers result in better streamlining of resources and approaches, leading to more savings, higher profits, and better output. But this shouldn’t come at the cost of key accounts contributing to the company’s ongoing revenue. Handling these key accounts is often considered an art. As anyone with knowledge of the enterprising history of business would know, it is only the suavest, sociable account managers who can manage relationships between organizations that are mutually beneficial. The roots and troubles of Key Account Management At the peak of the industrial age, about 50 to 60 years ago, businesses differentiated between strategic customers and regular ones. They treated their large accounts preferentially, and the practices to maintain a big account were translated into methodologies which led to creating templates. This led to a layer of complexities in which consultants would create a sometimes 50-page template to manage a key account. Over the years, this has become theoretical and no longer actionable. In the end, account managers end up creating account plans which amount to nothing but filling in the fields of complex templates which may never be referred to again. What began as an initiative to improve product and solution quality by focusing on the most valuable customers has turned into a complex process that is, at best, seen as a nuisance. And at worst, it can harm relationships between organizations. The cracks in traditional key account management practices have proven untenable in the current scenario, where it is often impossible to have a meeting in person. The fundamentals of account management, which relied on keeping in touch with key clients, are no longer viable across industries and verticals. This luxury of time doesn’t exist in the current scenario, as customer preferences change regularly. The representatives for key customers are looking for a partner who can empathize and help them succeed in their business roles, not a cog who provides what is necessary for the supply chain. When organizations treat their key accounts as strategic partners, the real value of relationships can be seen. Finally, a renewed focus on individual careers has made the movement of employees between companies much more common. This often means that the traditional KAM data is rendered obsolete much more quickly. Why Key Account Management? Even after all the drawbacks, organizations keep trying to accomplish key account management the traditional way because it yields results. Yet key accounts are responsible for 33% of sales revenue, according to a survey by Gartner. A poll on Analytics and Advice for B2B Leaders by Gallop shows that organizations that excel at key account management see disproportionate account growth solely by their ability to engage their customers. The numbers are impressive, too: 34% more profitability, 50% more sales and revenue, and 33% greater chance of being the top choice of clients for future business. The results can be seen fairly early as well. One survey shows that customer satisfaction increases by 20% within a few years of establishing a key account management program, which usually is reflected by a 15% increase in profits and revenue. The benefits compound over time, as KAM programs that are operational for five-plus years usually report figures that are nearly double. Taking the Digital Way Ahead With digital account planning, we are seeing a significant shift for the good in the area of strategic account management. B2B companies that had the luxury of time in the past are moving at a faster pace. The employees typically lasted for years in one organization and often could negotiate multi-year deals to provide products, parts, or services. This is almost unheard of in this era of constant change and optimization and one-year contracts. But when the focus was on keeping the client representative happy earlier, account managers could span out their planning across multiple years at once. Digital tools help in key account management by ushering in a new way of business. Digital key account management transforms key account planning into a dynamic, data-driven process that provides actionable information and insights. The intelligence present in the organization regarding its key customers—what one might term tribal knowledge—resides in the way clients and key account managers interact and add value to the relationship. But this seemingly unstructured information can be captured into an enterprise memory which can be replicated or used by a team rather than a single person. What the Future holds With the record created by digital key account management, an enterprise memory is built which narrates the story of a client’s needs and problems. This provides a solid start to those filling in for their colleagues or replacing someone. With the help of these tools, employees can approach the problem of managing a key account more creatively and provide the necessary human touch with efficiency. The cognitive skills of account managers still rule the roost, and no level of automation can replace the intuition an experienced key account manager brings to the job. It can only enhance it.
Selecting Account-Based Selling Tools: The Essential Features
Account-Based Selling / Account-Based Sales (ABS) Tools Account-Based selling is no easy feat. It’s a complex, time-consuming process that can take your team months to perfect. But once you’ve cracked the code, it can be a compelling way to grow your business. Thankfully, advances in sales technology are making it easier than ever to implement an account-based selling strategy. Today, account-based sales tools empower sales leaders to understand the nuances of customer interactions with the proper context of their accounts. And the end results are no less than significant boosts in the CLV of each account. Account-based sales tools are software or technology solutions that support the execution of an account-based sales strategy. These tools help sales teams identify, target, and engage with high-value accounts by providing insights and intelligence about the accounts and their key decision-makers. But all this is only possible if account managers can overcome the involved limitations of traditional CRMs such as not being equipped enough to execute account planning to its full potential. This is primarily because traditional account planning execution happens offline with an increased reliance on PPTs and spreadsheets. This often leads to the absence of a single source of truth for data and reports along with a missing systematic link between Account-based Management and Account-based Selling. Thus, this calls for a system that empowers account managers to paint a comprehensive account picture and collaborate with every account stakeholder. Fortunately, new sales tools are emerging that help account managers overcome these limitations. These account-based sales tools provide a centralized platform for managing customer interactions and account data. They also offer features specifically designed to support an account-based selling strategy. 8 crucial must-have capabilities in account-based sales / account-based selling tools: Account Intelligence : The ability to surface insights about individuals and companies that can be used to identify new opportunities and create a strategy for targeting these accounts. Relationship Mapping : The ability to see how different individuals within an account are connected and track all interactions between team members. Whitespace Identification : The ability to find and target new prospects in accounts with the most growth potential. Account Planning : The ability to map out essential information about prospects such as the decision-makers, competitive position, and the core strategic components to win these accounts, among others. Opportunity Management : The ability to track all interactions with an account and all related opportunities and identify which deals are most likely to close starting from the first to the last stage. Pipeline Management : The ability to manage all deals in an account and their associated stages and values. Forecasting : The ability to predict future sales outcomes by understanding which deals are most likely to close and estimating the value of those closed deals. Collaboration : Identifying and updating contact and account data by unlocking a holistic picture of every key account. Creating coaching content alongside, such as process playbooks is also crucial. Once you have the right account-based sales tools in place, it’s essential to ensure everyone on your team is using them effectively. That means appropriately training sales reps on using the tools and giving them the tools they need to be successful. The best account-based sales tools make it easy for sales reps to identify and target key accounts, build relationships with key stakeholders, and track all interactions with those stakeholders. This information can then be used to create targeted content and sales pitches relevant to each account. How Account-Based Selling Tools Help Maximizing Account Revenue Account-based selling tools are vital to maximizing the revenue from every key account by bridging the gaps between intent signals and growth opportunities. They do this via Connected Apps Ecosystem : Account-based selling platforms integrate with existing data and tech stacks to drastically improve forecasting accuracy. Predictive analytics can help identify which deals are most likely to close by analyzing past customer interactions and current account data. Sales Enablement : Account-based selling tools provide the sales team with the right content at the right time to help them close more deals. This content is tailored to the specific needs of each account and is delivered through channels that the customer is most likely to use. Account-based Selling Strategy : The right account-based selling tools can help sales leaders to develop a detailed account-based selling strategy and an account-based selling framework. This strategy will identify the best path that best integrates with the existing complexity of tech stacks. We are proud to share that DemandFarm has been recognized as one such leading account-based sales tool from a globally leading Independent Research Firm in the space of Account-based Sales Tools. Forrester Recognizes DemandFarm as a Mature Vendor in Account-Based Sales Technologies The report gives insight into what companies that use Account-Based Selling tools can expect. DemandFarm is mentioned as one of the few vendors that can provide account insights, opportunity tracking, and relationship mapping. For more information on how to maximize account revenue, please contact us. We would be happy to discuss our services and the many benefits of using an account-based sales tool!