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Categorizing and Selecting Key Accounts and Customers
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Categorizing and Selecting Key Accounts and Customers

Jeremie Bacon
Synap, 2018
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Good key account management can benefit your company in enhanced profitability, customer lifetime value and customer trust. But many organizations make simple but costly mistakes in key account selection. In this article from research management platform Synap, software entrepreneur Jeremie Bacon explains how to select your key accounts: how to narrow the field, how to create a selection matrix and how to distinguish between two types of key accounts. Entrepreneurs, relationship managers and customer success professionals will appreciate Bacon’s clear, actionable tutorial.

Take-Aways

  • “Key account management” requires identifying a small number of accounts that merit special customized attention.
  • These key accounts should represent the customers the company will rely on to reach its long-term strategic objectives.
  • To select key accounts, take a systematic approach that categorizes customers according to carefully chosen criteria.

About the Author

Technology executive Jeremie Bacon has co-founded multiple software companies and pioneered SaaS CRM and account management platforms for financial services firms, tech services companies and digital agencies.

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