Account Mapping – Definition, Uses, and Key Steps

Introduction

Account mapping is the process of cataloging & organizing the people who work at a particular target account. Sales professionals use it to learn how an organization functions and identify the key decision-makers.

In a divergence from a typical org chart, an account map takes the informal hierarchies into account to reach the “best path of sale.”

Why is Account Mapping Important?

Plotting external organizations adds details to a vendor organization’s initiative memory so the sales team can utilize the information in the sales cycle. It fulfills the data gaps in the (CRM) customer relationship management tool used by sales executives and gives the advantage, especially in composite & enterprise accounts.

Essential ways Account Mapping can be helpful:

• Assist in building a great first impression.
• Reach the ones within reach.
• Look for fallbacks.
• Appeal to the individual.
• It helps with internal account delivery and overall sales success.

What is Incorporated in Account Mapping?

To begin, one should break the organization into job and function levels.

The job level addresses an organization’s hierarchy, such as manager, executive, or VP. The function level handles different teams or roles at a company, like marketing, human resources, or finance.

Essential Components of Account Map:

Account maps aim to convey the structure of a probable organization, and including functional and informal relationships present in the customer organization is essential for its effectiveness. Information one can include in the association map for every contact at your anticipated organization:

1. Job title
2. Name & photo
3. Contact details
4. Pictorial representation (both formal and informal)
5. Goal skills

Main Steps for Account Mapping:

Sales account mapping is a strategic course that involves identifying and understanding the main stakeholders within a target account to enable effective sales engagement. Here are five main steps for successful sales account mapping:

1. Research and Identify Key Accounts
2. Identify Key Stakeholders
3. Gather Insights and Intelligence
4. Create & Update Account Maps
5. Engage and Build Relationships

Conclusion:

Ultimately, an Account Map is just a tool that facilitates decision-making. It gives the right of entry to the buyers’ decision-making process & can help correspond with relevant stakeholders.

They also facilitate & expedite relationship building with multiple contacts at customer organizations, which can be helpful when dealing with large establishments. An upgraded account map is an asset that demonstrates its usefulness and helps vendor organizations to form ideally.