Selecting and Segmenting Target Accounts
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Microsoft Segmentation and Account Based Marketing Approach Rudy Dillenseger Director of Account Based Engagement ITSMA September, 2017 Microsoft mission Empower every person and every organization on the planet to achieve more
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Transcript of Selecting and Segmenting Target Accounts
MicrosoftSegmentationandAccountBasedMarketingApproachRudyDillensegerDirectorofAccountBasedEngagement
ITSMASeptember, 2017
MicrosoftmissionEmpowereverypersonandeveryorganizationontheplanettoachievemore
Digitallytransformingcustomersegmentation
Surface
High
Low
Nodata
Customer Aggregate
Enterprise
Segmentation
Enterprise
Corporate
CTM
SMB
Enterprise
SMC
Calculate potential for each account on each “card”
Dynamics
Data
Apps & Infra
Modern Workplace
Aggregate potential across cards
Separate accounts by new segments
Scale
InternalHistorical sales data
Geographical data
Existing account penetration
Licensing coverage
ExternalIndustry trends
Known competitive product penetration
Public revenue growth and stock performance
Job growth or loss
Approach
Factors
ΣPotentialweighted
DefiningCustomerPotential
ΣPotentialweighted
EnterpriseEPG
SMS&P
CTM
SMB
Small, Medium & Corporate
Corporate Premier & Corporate
SMB
Simplifyingourcustomermodel
AccountBasedManagementInitiatives
BDMEngagement
Intentional Selling
Top 400 Accounts
-Clustered by
Industry Digital Conversation
Digital Transformation
Sales & Marketing Alignment
Strategic Account Planning
AccountBasedEngagement
Roadtosuccess:Redefiningrelationshipbetween
marketingandsales
