The Role of Account Management in Customer Growth and Strategic Goals

📅 Milind Katti is the co-founder and CEO of DemandFarm.

📚 DemandFarm provides B2B key account management solutions.

📈 DemandFarm started as an inside sales outsourcing company and later became a performance marketing company.

Milind Katti's journey from selling trucks to co-founding a performance marketing company.

The evolution of the business models, digital marketing, and customer solutions over 12-13 years.

The definition and importance of account management in growing existing customer revenue and helping them achieve strategic goals.

Account plans used to be non-digital and individual-driven.

DemandFarm provides software tools for digital account planning.

The challenges in account management include continuity, institutionalization, and insights.

Account planning needs to be dynamic and adaptable.

Relationship mapping is vital in account management.

🌳 Visualize your account relationships through a relationship map or knock chart.

🤝 Account management is more than just building superficial relationships.

🔍 Identify white spaces in your account and take action to fill them.

🏏 Cricket is the largest game in the world.

📈 India has evolved and experienced significant growth in the last 15 years.

🌱 India has become a leader in digital interventions and education.

💡 Automation and AI play a role in strategic account management.

🤖 Different types of decisions require different levels of complexity and automation.

💼 Account management requires a balance of data insights and human decision-making.

🦸‍♂️ Goodness and collaboration are important for success in business.

📌 Marquetto used to have a ruthless sales team but has now transitioned to a more sustainable and disciplined approach.

🔑 DemandFarm focuses on helping B2B companies, especially mid-size to large enterprises, with their account planning and management.

💼 Key skills for a great account manager include being a well-rounded general manager, being a strong collaborator, and having domain expertise in the industry.