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In our more traditional groups, marketing, and sales work in locked steps but it seems that the shift to strategic account management is often missing marketing when time comes to establish its roadmap. At Thales, this transformation began with the creation of a distinct role – accountmarketing.
According to RAIN Group , the biggest difference between high performing companies and everyone else is an effective accountplanning tool. A key accountplan helps you identify the greatest possibilities for growth, potential roadblocks, threats from the competition, and more.
This requires more than the collaboration of marketing and sales but real integration and alignment with the outside-in mindset and ways of working, starting with the customer in mind. Think about your own company: how is your marketing integrated with your strategic accountplanning and work?
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