Account mapping is a powerful tool for sales and marketing professionals, offering an efficient method for managing customer data and relationships. With the right account mapping strategy, businesses can gain a clear understanding of their customers and prospects, uncover new opportunities for growth, and generate more leads and sales. By properly mapping customer relationships and data, businesses can better tailor their marketing strategies and sales activities to individual customer needs and preferences. Account mapping is a key component of any successful sales and marketing strategy, providing businesses with better insight into customer and prospect behavior, as well as providing them with vital customer data. Through properly mapping customer relationships and data, businesses can identify customer and prospect goals and objectives, gain a better understanding of customer journeys, and develop more effective messaging and campaigns. In this blog post, we’ll discuss why account mapping is an essential tool for sales and marketing teams, how to get started with account mapping, and what you need to keep in mind to get the most out of your account mapping strategy.
Key Account Mapping – Best Practice
What are the components of an account map?
The best way to visualize the account mapping depends on the type of data it contains. Individual maps, which connect various individual data, frequently take the form of flowcharts or web maps. A common format for partner maps is a matrix where information from one company is compared to information from the partner on the opposite side. Since these charts display different information, they include different components. The various elements for individual and partner account maps are listed below:
Individual
Individual maps emphasize the organization’s personnel and organizational structure. Using a flowchart map, the client company is divided into a visual hierarchy that demonstrates how each employee fits into the business. Individual account maps frequently seek to highlight the “best path of sale,” or the particular contacts the team might make to close a deal. Common components for an individual account map may include:
Partner
Partner account maps include more data than individual maps do. Partner account maps provide a list of all customers for a merchant and, when compared to the partner account map of a different company, highlight any similarities. These account maps frequently display information from both partners on a grid in a matrix format. Many businesses use specialized mapping platforms that only display information that already overlaps with the other company because partner account maps frequently contain strategic business information. Here are the partner account map components:
Merchants can determine whether there is enough overlap with another merchant company to form a valuable partnership using partner account maps. They can contrast current and potential client accounts to look for chances to increase sales.
What is account mapping?
A common sales and marketing technique in business-to-business (B2B) settings is account mapping. A diagram of the people, contacts, client accounts, and sales agreements for each account the company deals with is called an account map. The two styles of account mapping are individual and partner. Individual account maps are primarily concerned with an organization’s org chart, which includes its members and the connections between them. Partner account mapping compares the account information of two businesses that offer complementary products and highlights areas of overlap and potential new business opportunities.
Both types of account maps are frequently maintained by sales and marketing teams. The individual maps give details on contacts, influential people, and account budgets. Partner maps detail customer accounts, prospective clients and target accounts. The department uses the partner maps of related businesses to find new clients and increase business opportunities, while a sales or marketing representative uses the individual map to establish and maintain relationships.
How to start account mapping
More than just compiling data into a spreadsheet is involved in the account mapping process. To establish long-lasting business relationships, it entails doing research and making connections. Consider these steps to the account mapping process:
1. Determine target accounts
Determine the factors that led a client to open an account by asking previous or current clients for information and feedback. Create an ideal customer profile (ICP) using this information to find companies that might benefit from your product or service. Make a target account list (TAL) of potential companies to contact based on your ICP. You can establish new connections by using the TAL as a jumping off point.
2. Collect and customize information
For information on businesses on your TAL, use resources like direct discovery calls, social listening, or your existing connections. Use press releases or information about products and services to conduct online research on professional networks or each company’s website to find out the names and positions of key company contacts. Make a note of anything as you gather data that might belong on a specific map or be useful to you when you first contact the company.
3. Identify key personnel
Conduct in-depth investigation into the account, speaking with key players who are involved in the sales process. It’s crucial to understand your contacts’ departments and job titles, but it can also be crucial to understand their level of influence. Identifying who makes final decisions, approves purchases, or internally sells your product can help your team’s sales process. On the individual account map, note these powerful and reputable connections.
4. Engage with clients
Make contact with the businesses on your TAL and build relationships there. If this is a cold contact, initial targeted marketing may be beneficial. Set up a personal meeting or reach out by phone. Build rapport with your contact when you make these new connections or rekindle old ones, then use question-based sales techniques to introduce your business and products. To enable a coordinated sales effort and to stay in touch if people transition to different roles, broaden your network whenever you can to include people at various account levels.
5. Document the process
Document the process on the account map as your team works to convert opportunities into prospects and then clients. Keep track of meeting dates, the goods or services the client wants to buy, and the person to contact to close the deal. By documenting each step, you can make sure that everyone on your team is informed throughout the sales process.
6. Maintain the account map
Keep all relevant data up to date whenever your team modifies any client accounts on the map. Update information on individual account maps, such as phone numbers or job titles, and partner account maps, such as modifications to purchase plans or account budgets. Your team is able to maintain relationships with each client by updating the account maps with accurate information.
Benefits of account mapping
Account mapping offers numerous advantages for companies that use accounts, both for the company and for the employees. Here are several benefits:
Creates new connections
In order to increase sales, individual account maps encourage sales and marketing team members to establish and maintain relationships with numerous professionals at client companies. Partner account maps assist businesses in locating others with complementary products and interests so that both can grow by utilizing the existing connections. Account mapping encourages new contacts to help grow business, form beneficial alliances, and forge relationships between vendors and customers.
Drives revenue
By using the account maps to increase their clientele, businesses can increase their revenue. By introducing and recommending one another to customers, partner businesses can mutually benefit. Sales teams can tailor their sales presentations to each client, boosting sales for the retailer by upselling Additionally, they strive to keep clients loyal by making sure they purchase goods that satisfy their needs.
Transitions accounts easily
Sales teams can seamlessly transition accounts between team members as people join the team or take on different roles by creating and maintaining account maps. The account maps assist brand-new team members in maintaining relationships with clients and ensuring that the sales relationship endures. Team members can update the account maps as new details about clients or accounts emerge, ensuring consistency of service.
Improves internal communication
Account maps facilitate more frequent internal information sharing between the sales and marketing teams. New team members can work with clients more quickly because they have easier access to current client information. As client teams or contracts expand and change, current team members can update their own maps or partner maps. The maps can be used by managers and executives to keep track of where growth is occurring and how various departments are faring.
FAQ
What is client account mapping?
- HubSpot.
- LinkedIn.
- ZoomInfo.
- 6sense.
What is partner account mapping?
When an account is imported into Office for the first time, client mappings are created. This is how the system is able to import transactional data and route it to the appropriate account. Go to Tools, Edit Definition Master, Import, and select Client/Account Mapping to view the client account mappings.
What is chart of account mapping?
In order to find opportunities, partner account mapping involves comparing any of your account lists to your partner’s account lists.
