Key Accounts - The Importance of Collaboration
There is an old saying that "it takes a village to raise a child". Likewise, in business, to maintain relevance in major accounts, you need collaboration of many people in your organisation.
We often see businesses using Salesforce CRM to record an extensive amount of data and information not only about its customers but also how their business has interacted with those customers. However, when it comes to collaborating with each other to drive initiatives that will ultimately deliver real customer value, we find that many individual account managers revert to disjointed and ad hoc processes and resources such as the ubiquitous spreadsheet.
The unintended consequences of these decisions are to effectively limit the valuable input by many of the key stakeholders in the organisation - hence the 'planning tools' quickly become the sole domain of the account manager.
As a result, there is little incentive for the account manager to update and utilise the key account resources as they merely become a record of what is already known.
By integrating the Account Plan into Salesforce CRM, the planning resource and supplemental information is then available to the key internal stakeholders, thereby supporting the flow of ideas that can be developed into robust solutions so that greater value is ultimately delivered to the customer.