Strategic Account Planning for Common Customers of Merged Sales Teams

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Case Summary

Our client, a $1B provider of enterprise hosting and managed services and a client of Symmetrics Group since 2010, was acquired in 2012 by a $20B global enterprise communication firm. After the acquisition, sales leadership sought to grow their business across their top 100 common customers.

Business Challenge

The top 100 common customers represented more than $1B in annual revenue with a targeted growth rate of 10%. Growing the business across these customers would be achieved by:

  • Integrating sales efforts and increasing team collaboration
  • Bringing the best value propositions to the very best clients
  • Taking share from the competition, while defending current revenue
  • Leveraging collective customer relationships and expertise
  • Expanding the distribution model & capacity

The objective was to bring the two account teams together (many for the first time) to develop an overall account strategy and value proposition, as well as a supporting account plan and action items.

Symmetrics Group Approach

Symmetrics Group developed and executed a 6-month approach to facilitate our client growing their business across the top 100 common customers. This approach included:

  • Working with sales operations to finalize the account list and criteria for inclusion in the top 100 account program
  • Developing an overall account planning program along with the tools and templates to be used before, during, and after the top 100 planning sessions
  • Distributing pre-work to the teams (account profiles) and facilitating prep calls with account leaders to ensure productive account planning sessions
  • Facilitating 100 one-day account strategy sessions over the course of 6 months
  • Participating in account debrief and overall program cadence calls with sales leadership to monitor results and provide account and customer-level feedback to management

Results

In 1st three months of the Top 100 account planning, our client closed $6m and created $70m in additional opportunities (with a goal of $80m in incremental growth). Symmetrics Group has since trained 5 internal client resources to continue with ongoing account planning sessions and reviews in 2014.

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