debora-sumopayrollAccount Mapping can mean different things to different people, but in its simplest form it is a technique used by sales professionals to better understand what’s going on behind the scenes at a company where they are attempting to make a sale. Quite literally, Account Mapping often consists of drawing a “map” of the relationships and data points that are known about a target company.
Account Mapping is all about increasing the amount of data you have about your prospects. With a clearer picture of who the decision makers are, what their motives might be, and who can influence your buyers, you gain tremendous leverage in a sales process. Good account mapping can increase the size of your deals, reduce the time to close, and increase your confidence that deals are making forward progress with each conversation.
Mapping the Org Chart
The most common Account Mapping technique is the exercise of mapping out the organizational chart (“org chart”) of the target company. While this may seem like a simple practices in the modern era of LinkedIn, large enterprises are often complex webs of relationships and authority.
Partner Account Mapping
One of the best kept secrets of modern Partner managers is the technique of using partner relationships to help map accounts. The idea is simple: if you have partners who sell complimentary products into the same market as yours, chances are they’ve already done a lot of work to map and understand the accounts you’re trying to sell into.
Account mapping is a powerful technique that can be a force multiplier for your sales organization, but it can also be a costly exercise that consumes enough time and money to make some leaders think twice.
For many modern companies, the use of emerging technology and the insights gained from high-trust alliances and partnerships are what makes this practice worthwhile.