In scenarios where the initial sale has taken several months, it is reported that account-based marketing delivers an increase in the long-term value of the customer.
For example, Northrop Grumman employed ABM to aid in the completion of a successful $2 billion deal.
For ABM to succeed, joint working relationship with sales is essential and marketing needs to be measuring and optimizing based on accounts.
To select the companies that bring you the highest profits you can apply the Pareto Principle.
[5] There are also some red flags that help recognize that a relationship with a key account is about to change:[6]