Taking time to think about Client Strategy

Account Management as a Marketing Investment: A Lesson from the Airlines | MarketingProfs.com: "Take a First Cut at Your Strategy

To achieve the promise of account management, create a specific marketing strategy for each key client that includes eight elements:

1. The top five issues your client faces

2. How you can help with those problems

3. How you stand out from others in meeting the client's challenges

4. The status of your relationships with key decision makers

5. Which relationships you'll build and which you'll shore up

6. The marketing tactics you'll use to position yourself in the minds of key client decision makers and influencers

7. Your marketing budget for the client in terms of time and money

8. How you will measure the success of each client relationship."

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