Kyndryl works with customers all over the world to design and build mission-critical technology systems. Global Director of Account-Based Marketing, Andrew Fitzgerald, explains why he uses a data-drive approach to identify priority accounts and allocate resources.
Take a long-term customer view
We use the idea of customer-lifetime-worth as well as current revenue when we consider the value of a particular customer. We have invested in a data platform that helps us take this long-term view alongside profitability.
Use data to deliver customer insight
This process enables us to engineer a data-based view of where we are today, and where the future possibilities are with customers. We collect customer data and marry these internal insights with external data points about the company’s IT landscape. This helps us understand their needs and spot future opportunities.
Remain objective
The more you understand your customers, the more objectively you can choose where to place your bets. Your own organizational strategy will impact your approach but having a single source of truth helps everyone draw the right conclusions and avoid unproductive, emotional battles.
Inform go-to-market teams
It is vital to discuss insights and predictions with countries and account teams that have first-hand knowledge of customers. We are providing the tools and data to make better decisions but in the end the go-to-market teams have to prioritise how they deploy sales, ABM and delivery resources.
Read Andrew Fitzgerald’s full Viewpoint in Account-Based Growth by Bev Burgess and Tim Shercliff, published by Kogan Page
