As an Enterprise Account Head, driving organic growth and achieving a substantial revenue increase in a low-performing account were my primary objectives. In this article, I would like to share the story of an account which initially was in a low revenue portfolio for over two years despite attempts to enhance it.
The first step I did was to question myself 1) why no progress in the account 2) how to identify and remove potential obstacles to revenue growth.
Here is how it went on –
Prioritizing Value Selling and Relationship Building
I prioritized value selling and relationship building throughout this process. I strongly believed that these elements would play a crucial role, and achieving success in both areas required close collaboration between myself and my organization
In-Depth Research and Strategic Planning
I conducted thorough research on the services they offered, their client base, revenue generation, and financial activities, including recent investments in technology, innovation, and acquisitions. This analysis led me to create a report outlining how my solutions could align with their investment strategies, directly or indirectly contributing to their business objectives.
Spotlight on Employee Development Program
Our product, an employee development program, became the focal point. I delved into usage reports, identifying the departments that engaged with the platform and the hierarchical levels of employees involved, whether they were top management, middle managers, or lower-level executives.
Collaboration and Addressing Challenges
The next steps involved close collaboration with my champion or Single Point of Contact (SPOC) from this account. I facilitated a meeting with the regular team users of my solutions, gaining an understanding of their collective strengths. Through probing, it became evident that other team members were hesitant to adopt my platform due to certain challenges, resulting in only ad-hoc teams or users engaging with it.
Ensuring Exceptional User Experience
Recognizing the significance of turning this into a success story, I realized the crucial step was to ensure that the team using the platform should have an exceptional experience. Achieving full engagement from their side was vital. The immediate action required was to enhance the platform’s user-friendliness, streamline navigation, and improve result delivery speed. This approach aimed to ensure user satisfaction and enhance their task performance efficiency.
Generating Excitement with Testimonials
I gathered testimonials from these individuals and shared them across the organization through their intranet portal and blogs. This initiative generated excitement among other departments and users about my solutions.
Capitalizing on Increased Interest
Capitalizing on this increased interest, I engaged in more interactions and used this momentum to schedule workshops and roadshows. As a strategy to encourage adoption and referrals, I offered incentives such as goodies.
Implementing Best Practices for Sustainable Success
Implementing best practices was crucial, particularly focusing on product reliability, features, and service quality. Through my research, it became apparent that excellent service and support significantly influence decision-making. Doubling down on this strategy would sustain the momentum and drive success.
Showcasing Impact and Continuous Improvement
I shared dashboards illustrating the effectiveness of the solutions and their impact on achieving organizational goals, highlighting cost savings and alignment with the organization’s vision. I regularly gathered feedback and collaborated internally with the engineering team to enhance product features.
Enhanced Support for Optimal Performance
In terms of support, I expanded the support team to reduce resolution time, minimizing downtime. I also implemented AI chatbots to address generic issues, further improving support efficiency.
A Forward-Thinking Transformation
By looking ahead without being constrained by assumptions from the past, I transformed this account into my top revenue generator.
