Revenue Optimization Radio by Upland Altify

Why and How to Design an Actionable Account Planning Program

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Patrick Morrissey, General Manager of Altify, and host of Revenue Optimization Radio tackles why and how B2B companies need an account planning program.  Morrissey quotes a McKinsey & Company five-year study that looked at annual growth rates and total return to shareholders for those that take a digital approach to account planning.  They found that growth and return are double than those firms that don’t do it.  It is a full 100 increase in shareholder return when a company does account planning. 

In this podcast Morrissey talks about:

  • What does “good look like” in customer relationships?
  • How to create an actionable account management program
  • What does an organization DO about account planning?
  • Why is account planning a little like having a gym membership? Answer: You know you want to exercise, but you never seem to get around to it as much as you’d like.
  • Why is it that account planning is disconnected from what sales reps or revenue teams are doing on a day to day basis?
  • Why isn’t account planning attached to specific metrics and measurements?
  • Why is there no cadence in an organization to drive customer satisfaction?
  • How account planning delivers increased customer satisfaction

    • If account planning is something you are avoiding but want to do, listen to Patrick Morrissey as he lights a fire under your conscience.

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    Revenue Optimization Radio is hosted by Patrick Morrissey of Altify which is a program on the Funnel Radio Channel.  Altify is the sponsor of Revenue Optimization Radio.

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