Account-based marketing is a powerful marketing approach but can be difficult to embed in complex, partner-led environments. PM Forum Conference keynote Bev Burgess makes the case for ADM, describes the challenges you will face and explains how to maximise your chances of success.
Some clients are simply more important than others to your firm’s success. When Andersen Consulting parted company from Arthur Andersen and launched as Accenture on 1 January 2001, it already knew the importance of its top clients to delivering sustainable value. Over 20 years later, Accenture’s Diamond Client programme continues to prioritise the 300 clients (3.5% of its 8,500 clients) that deliver over half of its revenue each year. Within this group, it has partnered with the top 100 clients (c1.2%) for more than 10 years. It’s a strategy that is working. In 2023, it saw record new bookings of $72 billion, and a record 106 clients with quarterly bookings greater than $100 million, an increase from 100 in 2022.
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