Alvin's Musings: Account Mapping

What is account mapping?

Account mapping might sound like a boring process, but it's actually pretty crucial for sales professionals. The goal of?account mapping?is to identify and understand all the different people who might have a say in whether or not you make a sale. By doing that, you can tailor your sales pitch, build stronger relationships, and improve your chances of closing deals successfully.?

Do I need to do account mapping for all my customers?

It depends on a variety of factors, such as the size and complexity of the customer's organization, the level of relationship you already have with the customer, and which solutions you're selling.

For example, if you're selling to a small business with only a few employees, it may be relatively easy to identify the decision-makers and influencers without doing a formal account mapping process. On the other hand, if you're selling to a mid-to-large enterprise with a complex organizational structure, multiple departments, and numerous decision-makers, account mapping can be an important tool to help you navigate the organization and identify the key stakeholders.

In general, it's a good idea to prioritize your account mapping efforts based on the potential size and complexity of the sale. If you're selling a high-value solution or service that requires buy-in from multiple stakeholders, it may be worth investing the time and resources to do a thorough account mapping process. However, if you're selling a simple product to a small organization, a more informal approach may be sufficient.

Ultimately, the decision to do account mapping for a particular customer should be based on your assessment of the customer's needs and your own sales strategy for that account.

How do I get started with account mapping?

Here's a step-by-step guide on how to do account mapping, and trust me, it's not as hard as you think:

1. Research the Target Company: Start by gathering general information about the company you are targeting. This includes their industry, size, locations, and any recent news or developments. Use online resources (e.g. LinkedIn, Glassdoor, Indeed, Crunchbase), company websites, press releases, and social media platforms to gain insights.?

?2. Identify the Main Contact: Find out who the primary point of contact is within the potential client's organization. This might be someone from the IT department or a relevant decision-maker. If you have already engaged with a business partner (such as a distributor or reseller), they might provide you with initial contact details.?

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3. Understand the Decision-Making Hierarchy: Determine the decision-making structure within the target company. Who are the key decision-makers, and who influences those decisions? This might include C-level executives, IT or Finance directors, managers, or even procurement personnel.

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4. Engage with your partners: Collaborate closely with your business partners. They often have valuable insights into the target companies they work with and may have established relationships with some of the key stakeholders. Discuss your account mapping strategy with them and leverage their expertise.

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5. Create an Organizational Chart: Develop an organizational chart of the target company. Visualize the reporting relationships, job titles, and departments of the individuals you need to engage with. Tools like Microsoft Visio, Lucidchart, or even simple PowerPoint can be useful for this purpose.

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6. Research Key Individuals: For each stakeholder identified in the organizational chart, conduct in-depth research to understand their roles, responsibilities, and?pain points. Learn about their background and any relevant details that might help you establish a connection during interactions.

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7. Prioritize Key Decision-Makers: Not every person on the organizational chart will have the same level of influence. Focus on the key?decision-makers who hold the power to greenlight purchases. These are the people you should prioritize in your sales efforts.

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8. Understand the Pain Points: Determine the specific challenges or pain points faced by the target company. Tailor your value proposition and messaging to address their unique needs.

?9. Engage through Multiple Channels: Reach out to the identified stakeholders through various communication channels. This might include email,?phone calls,?social media, or attending industry events where they might be present.

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10. Build Relationships: Establish and nurture relationships with the key stakeholders over time. Be authentic and provide value in your interactions.?Building trust?is crucial in the cybersecurity industry, where security is of utmost importance.

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11. Collaborate with your Business Partners: Work in tandem with your business partners during the sales process. Keep them informed about your progress and any insights gained from account mapping. You win, if they win.

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12. Use your CRM: Remember:?If it's not in your CRM, it didn't happen!?So use whatever CRM you have (i.e. SFDC, HubSpot, SugarCRM, Zendesk, Dynamics) to keep track of your account mapping efforts. Update the system regularly with new information, interactions, and any progress made. (Your boss will thank me ??.)

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13. Adapt and Iterate: Account mapping is an ongoing process. As you gather more information and engage with the target company, be prepared to adapt your approach and strategies accordingly.

Account Mapping: Key Takeaway

Remember, the key to successful account mapping is thorough research, effective collaboration with your partners, and building strong relationships with the stakeholders. By understanding the decision-making hierarchy and addressing the specific needs of the target company, you can increase your chances of successfully selling your solutions.