Traditional account sales is an important, but expensive approach to market. Traditional marketing programs are not account-centric and often fail to deliver the needed impact at the account level. Targeting strategic accounts requires that marketing and sales work in partnership to orchestrate effective account-based marketing and selling. Yet, customizing an approach to a specific account can be costly.
A strategy you can employ to keep costs down is “mass customization” – a leveraged approach across multiple accounts that uses standardized, more modular capabilities that can be customized and configured for the account strategy.