Relationship Account Map

The CRM strategy was created for two main reasons: 1) to help companies better record their research and understanding of individual clients; and 2) to attach opportunities to those clients, and report and forecast their likelihood of maturing or being realized.  In practice, however, CRM utilization often falls short.  We think that’s because too much emphasis is placed on forecasting and not enough on the relationship management component.  Sales forces are required to report a lot of data, but they get little back from CRM as to how to realize the figures they forecast.

With the Relationship Account Map solution, Ferrazzi Greenlight helps strategic account teams move from a focus on a deal or opportunity state to a relationship state.

FG works with clients to create account-specific visual maps that identify the relationships most important to the company, the business impact of each one, and the current vs. desired state of the relationship.  The result is a blueprint of value creation for strategic account teams, enabling them to develop a relational strategy for each account.

There are a number of formats for a relationship map, but our experience suggests the best ones focus on the most important factors, and leave out excess analysis that prioritizes strategy over action.  These maps offer an account-wide snapshot of the most influential relationships within the account, the current state of the relationship with them, the target state, and the assignment of the sales force to each.  With that data visually assembled, the entire team can take a candid view of where they are ineffectively clustered, what important decision-makers are not covered, and which key relationships are static.  Roadmap in hand, strategic account teams then take the shortest and most direct route to success within each account by innovating together, generous activities that each individual can conduct with the contacts they face off to.  The map also helps identify other individuals in your organization who can be leveraged to help gain access to a client or help deepen an existing relationship. 

Get started today by downloading the Ferrazzi Greenlight rMap iPad app.