Strategies for Successful Account Management

Strategies for Successful Account Management

Dominic ArchibaldDirector of Product MarketingLinkedIn Sales Solutions

• Challenges faced by today’s Account Managers

• Advanced LinkedIn strategies

• Do these strategies work?

Today’s Agenda

A fundamental truth about LinkedIn

The world’s most powerful Sales lead list

Conventional Account Management Strategies Are Limiting Growth

Of Sales leaders agree that existing account

management channels meet their cross-selling and account growth targets

28%

Source: CEB

Relationships are at risk due to turnover

Reps miss growth opportunities when they aren’t hunting

Account Managers struggle to stand out

and add value

Account Managers Are Facing New Challenges

Of Account Manager reps turn over each year

Of Decision-Makers change roles each year

Role changes put 40% of existing annual revenue at risk!

Source: LinkedIn data

Relationship At Risk Due To Turnover

and

Average customer bookings are

Source: LinkedIn data

when reps have fewer than 6 people at the account

Reps Miss Growth Opportunities When They Aren’t Hunting

Account Managers Struggle To Stand Out and Add Value

Source: Walker Info

By 2020

will overtake product and price as the key differentiator in purchase

decisions

Relationships are at risk due to turnover

Reps miss growth opportunities when they aren’t hunting

Account Managers struggle to stand out

and add value

Advanced Reps Are Using LinkedIn To Overcome These Challenges

Target and track key contacts to protect

revenue

Understand your accounts and identify

all of the buyers

Engage credibly with buyers throughout the

client’s lifecycle

Advanced Reps Are Using LinkedIn To Overcome These Challenges

Target and track key contacts to protect

revenue

Advanced Reps Are Using LinkedIn To Overcome These Challenges

Billions Of Members, Trillions Of Data Points

World’s LargestSocial Network

World’s LargestProfessional Network

World’s LargestMegaphone

ShareIdeas

ProvideUpdates

FollowInfluencers

GetAdvice

LearnSkills

Top Social Signals for Sellers

The job change The hiring burst New connections

Content shares Social comments

Source: Walker Info

A Job Change Is A Key Signal

“I use Sales Navigator to target leads and get triggers based on significant events such as an acquisition or promotion.”

Rick VangrinSales Director

Solving The Rep Turnover Problem

CRM

Understand your accounts and identify

all of the buyers

Advanced Reps Are Using LinkedIn To Overcome These Challenges

Account Planning For Growth

• Company revenue

• Company headcount growth

• Department size and growth

• Technologies used

• And more

Kaiser YangSVP, Managing Director, Chief Strategist

“Staying focused is important. That’s where having Sales Navigator is so critical: to make sure that you’re focusing on the right priorities, accounts, and contacts. It’s a great tool to zero you in.”

Target The Full Buying Committee

Buying CommitteesPotential Customers

Always Be Hunting

Engage credibly with buyers throughout the

client’s lifecycle

Advanced Reps Are Using LinkedIn To Overcome These Challenges

Build Trust Throughout The Lifecycle

Sales Pro MutualAcquaintance

Customer

Connection paths

Feedback loops

Connection Paths

Feedback Loops

Deal size liftWin rate liftMore opportunities sourced

Actual Client Results

Source: Actual client CRM data

Strategies for Successful Account Management

Dominic ArchibaldDirector of Product MarketingLinkedIn Sales Solutions