White space Mapping: Simple yet Powerful

By August 1, 2017Blog & Articles
Whitespace Mapping

$40mn in planned revenue – the power of visualization with white space mapping

In my last blog, I shared my thoughts on how I used simple visualization to build a powerful product. Let me share how white space mapping actually helped a DemandFarm customer to unlock $40 million from existing 23 accounts.

A $600 million IT services company with 50+ key accounts used the account landscape to map and grow their accounts. When DemandFarm has implemented a couple of years ago the account managers of these accounts were asked to identify various buying centers of the accounts. Here we have taken an example of Airbus. So, the account manager of Airbus identified Helicopters, CIO Org, Commercial Aircraft, etc. as the Buying Centers. Before this, we had already configured various service lines or Offerings which the customer was taking to the market. For e.g. Engineering Consulting, Enterprise Security, IoT, then had Platforms and so on so forth.

Account of Landscape

Having created these Offerings and Buying Centers in the account, DemandFarm generated an account of Landscape. This is how the account looked in the beginning, we had all the Offerings as the Columns and the Buying Centers as rows.  One can see Opportunities & Engagements at multiple places. The account was well placed then, but the revenue growth of the account had stagnated. Because of the standard offerings like Engineering Consulting, Enterprise Security, etc. which were less relevant now. So, the company introduced new Offerings. One such example is when DemandFarm acquired a big Salesforce competency shop enabling them to offer services around Salesforce practice.

The challenge was to make the account managers embrace this change and grow the existing platinum accounts which seemed stagnant. Then, Salesforce was configured as a new offering and started appearing on the account Landscape as the new column. Since this was a new Offering the account managers were made to think where this new Offering could be sold. Obviously, it cannot be sold to the existing Buying Centers and therefore two new Buying Centers were identified & created namely Sales and Marketing. The combination of these new Buying Centers & the new Offering became the focus area or the ‘white-spaces-analysis’ for growth. Whitespace mapping helps you to map areas to grow your service or product.

White space mapping

After this, the Account Manager created a plan to grow business with the new offering in the new Buying Centers. While the old buying centers were not generating new business, the account manager was still able to plan for an additional $1 million in Marketing and another $1million in Sales Buying Centers.

The similar exercise in all key accounts for all new offerings leads to an additional plan of $40million in 2017. They are well on their way to achieving $28 million of that plan.

There is a lot of power in simplicity and visualization. However, it should not be concluded as ‘easy’.

Author Milind Katti

Milind is CEO & Co-Founder of DemandFarm. Having practiced and evolved the ‘account farming’ principle for over a decade he established DemandFarm and is passionate about delivering the best B2B key account management tool to serve the needs of key account managers. Milind also serves on the Board of LeadEnrich & is a Strategic Adviser. He was instrumental in developing & conceptualizing the idea behind LeadEnrich when he worked full-time for the first year. Prior to this, Milind co-founded QEDbaton & built the process frameworks for Delivery & Operations. Milind is an Electronics & Communication Engineer with MBA in Marketing. He is also an avid sports fan, voracious reader & above all a humanist.

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