Gartner Research

Strategic Account Management Augments the Capabilities of SFA Systems

Published: 30 September 2014

ID: G00269335

Analyst(s): Theodore Travis , Chris Fletcher

Summary

Strategic account management capabilities are overlooked in most B2B sales force automation implementations. IT leaders who support sales should add SAM capabilities to their deployment road maps to drive revenue in key strategic accounts.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • SAM may require additional, incremental investments in sales technology, in addition to what IT leaders already spend on SFA systems
  • To achieve revenue growth results via SAM, sales leaders will have to make fundamental changes to sales processes and selling skills
  • Before accepting programmatic automation of sales processes, sales leaders must decide acceptable thresholds for manual data entry and manual plan maintenance

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