Published: 11 January 2024
When organizations fail to differentiate between key accounts, they risk missing growth opportunities and wasting resources by treating all key accounts equally. CSOs must employ key account subtiering to distinguish specific relationship and engagement approaches necessary to drive growth.
The majority of CSOs oversee segmentation and tiering approaches that default to a binary view of their customers, leading to the creation of two broad account categories — key accounts and nonkey accounts.
While nonkey accounts are assigned to subtiers with different engagement strategies or resourcing models, the key account tier is viewed as one unified group that does not require subtiering.
Key accounts are not all the same, nor do they all have the same needs; by categorizing them all under a single banner, CSOs risk missing growth opportunities and wasting expensive resources.
To improve the alignment of key account
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