redpaper why account management is now two jobs

8/3/2019 Redpaper Why Account Management is Now Two Jobs

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Rmd^l~mr0

Yjx lccf}et klelimkmet hs efy tyf `fbs



2

Hiehthfe Rmd^l~mr

Yjx lccf}et klelimkmet hs efy tyf `fbsElkm l irmlt frilehplthfe/ led xf}‘oo ed tyf dhggmrmet led

cfk~ohkmetlrx sahoo smts bmjhed hts s}ccmss% Fem sahoo smt hslbf}t whshfe/ strltmix/ led metrm~rmem}rsjh~% Tjm ftjmr hs

lbf}t ~oleehei/ cfeschmethf}semss led sxstmklthc mggfrt%

Gfr dmcldms efy/ limechms jlwm lttmk~tmd tf ymlwm bftj

fg tjmsm dhggmrmet sahoo smts hetf tjm slkm ~mrsfe0 tjm lccf}et

mzmc}thwm% Yhtj `}st l ohttom smc}rhthplthfe/ ht‘s mlsx tf smm yjx

tjhs hs le hk~rlcthclo mz~mctlthfe% Kfst j}kles shk~ox lrme‘t

b}hot yhtj bftj smts fg sahoos% He glct/ tjm tmedmecx tf bm iffd

lt mhtjmr fem fr tjm ftjmr hs l ~sxcjfofihclo trlht kfst fg }s

lrm bfre yhtj – eft shk~ox l ~rmgmrmecm%

Led efy/ yhtj tjm ldwmet fg dhihtlo lt tjm cmetmr~hmcm fg tjm

limecx b}shemss kfdmo/ tjm emmd tf jlwm dmdhcltmd rfoms he

tjm lrmls fg brled strltmix led brled klelimkmet hs kfrm

crhthclo tjle mwmr% Tjm cfk~omzhthms fg klelihei l dhihtlo ls+

shiekmet mcoh~sm lextjhei trldhthfelo lccf}et klelimrs jlwm

mwmr dfem he tjm rmlok fg trldhthfelo kmdhl%

Jmrm‘s l shk~om ylx tf tjhea lbf}t tjmsm tyf ̀ fbs0

Brled Strltmix Brled Klelimkmet

Dmem Dm~ofx

^ole ^mrgfrk

Hdmltm Hetmirltm

Lcjhmwhei mzcmoomecm lt tjmsm dhggmrmet b}t cfk~ohkmetlrx sahoo smts

hs yjlt dmems irmltemss he frilehplthfes% Lt Jmyomtt+^lcalrd/ Bhoo

Jmyomtt jld tjm ‟strltmix‛ sahoo smt/ cfk~ohkmetmd bx Dlwhd ^lcalrd‘s

strfei ‟klelimkmet‛ sahoos% He tjm ok yfrod/ cfeshdmr tjm emcmsshtx

fg jlwhei l sahoomd ~rfd}cmr yjf cle brhei tfimtjmr tjm emmdmd tlomets

led rmsf}rcms tf klam l irmlt ok% Tjlt‘s l wmrx dhggmrmet sahoo smt

grfk tjm dhrmctfr/ yjf hs cfecmremd yhtj jfy tf tmoo tjm stfrx%

L emy l~~rflcj gfr emy thkms

Kfst limecx mzmc}thwms jlwm l elt}rlo rmshstlecm tf tjm hdml fg

s~ohtthei tjm lccf}et klelimkmet rfom/ kfstox bmcl}sm tjm kl`frhtx fg

limecx omldmrs tfdlx clkm }~ tjrf}ij tjm fod sxstmk% B}t tjm yfrod

jls cjleimd% Bmhei he ‟lccf}ets‛ he tjm dlxs fg Kld Kme hs l ̀ fb

tjlt dfmse‘t rmloox mzhst he tjm slkm ylx tfdlx%

^mrjl~s tjm kfst cfk~moohei lri}kmet gfr tjhs emy str}ct}rm hs tf

lddrmss cohmets‘ cjrfehc cfecmres lbf}t olca fg ~rflcthwm tjheahei grfk

tjm limecx% ‟Olca fg ~rflcthwm hdmls‛ hs rf}themox chtmd ls fem fg tjm

klhe rmlsfes gfr syhtcjhei limechms% Tjmrm‘s shk~ox ef ylx limechms

lrm ifhei tf bm lbom tf hk~rfwm he tjhs lrml shk~ox bx trxhei jlrdmr%

Tjmrm lrme‘t mef}ij jf}rs he tjm dlx gfr le lccf}et mzmc}thwm tf

klelim 3> ~rf`mcts/ rms~fed tf <2> mklhos/ led ~lrthch~ltm he <>

~jfem cloos LED losf ~rfwhdm l cfestlet fy fg ~rflcthwm hdmls tf

tjmhr cohmets% Mwme hg tjmrm ymrm s}cj s}~mr j}kles yjf ~fssmssmd

tjmsm tyf WMRX dhggmrmet sahoos smts/ tjmx shk~ox yf}ode‘t jlwm tjm

thkm% Limechms shk~ox jlwm ef cjfhcm b}t tf kfwm he tjhs dhrmcthfe%



3

Hiehthfe Rmd^l~mr

Hdmethgxhei tjm rhijt ~mf~om gfr tjm rhijt rfoms

Tjm glct hs tjlt fwmr :>- fg tjm yfra he l tx~hclo limecx hs rmoltmd

tf tjm brled klelimkmet `fb—tjm yfra tjlt rmwfowms lrf}ed

~rfd}cthfe/ mzmc}thfe/ dhstrhb}thfe/ led cffrdhelthfe% Sf le limecx

elt}rloox emmds l oft kfrm brled klelimrs tjle brled strltmihsts%

]s}loox tjm rlthf hs lbf}t 30<%

Jfy df xf} aefy yjf‘s rhijt gfr yjhcj `fb6 Hg xf}‘rm le limecx

omldmr/ xf} lormldx jlwm l ~rmttx iffd smesm gfr yjf he xf}r rk hs

bmst gfr mlcj rfom% Jmrm lrm sfkm fg tjm omldhei trlhts tf cfeshdmr0

Cjlrlctmrhsthcs fg le mggmcthwm Brled

Strltmihst

Cjlrlctmrhsthcs fg le mggmcthwm Brled

Klelimr

Heshijtg}o Ofihclo

S}b`mcthwm Fb`mcthwm

^mrcm~t}lo Frilehpmd

Sxetjmshphei Sxstmklthc

Cfkgfrtlbom yhtj lkbhi}htx led ~lrldfz Lcc}rltm

He xf}r rk/ xf} }edf}btmdox lormldx jlwm kfst fg tjm ~mf~om xf}

emmd tf oo bftj fg tjmsm rfoms% He Hiehthfe‘s mz~mrhmecm fg jmo~hei

limechms trlesgfrk tf tjhs emy kfdmo/ ym ed tjlt tjm kl`frhtx fg

lccf}et ~mf~om *loo tjm ylx }~ tf klelimkmet s}~mrwhsfr( smog+

hdmethgx ls strltmihsts% Tjlt‘s bmcl}sm yjme lsamd tjm |}msthfe/

tjmx lss}km tjlt brled strltmihst hs tjm ‟smehfr `fb‛ led tjlt brled

klelimr hs tjm ‟`}ehfr `fb%‛ Tjhs lttht}dm hs l rmohc fg tjm ylx tjmx

ymrm rlhsmd he tjm b}shemss/ yjmrm lccf}et mzmc}thwm trlhemms stlrtmd

he tjm trlgc dm~lrtkmet led tjme irld}ltmd tjrf}ij tjm rleas fg

lccf}et klelimkmet% Mlcj ~rfkfthfe led thtom cjleim yf}od tlam

tjmk cofsmr tf tjm rfom fg ‟strltmihc tjheamr%‛ Le lccf}et s}~mrwhsfr

yls lss}kmd tf bm kfrm strltmihcloox tlometmd tjle le lccf}et

mzmc}thwm%

Tjhs sm|}mecm fg mwmets hs ls hoofihclo ls ht hs hemggmcthwm% Ht‘s oham

slxhei tf l tlometmd lrt dhrmctfr tjlt hg xf} yfra rmloox jlrd/ sfkmdlx

ym‘oo klam xf} l cf~xyrhtmr% Brled strltmix led brled klelimkmet

lrm tyf dhggmrmet sahoo smts/ led tjmx efy dmsmrwm tf bm cfeshdmrmd ls

tyf sm~lrltm b}t m|}lo clrmmr ~ltjs% Tjm emcmsslrx khedsmt grfk

klelimkmet hs tjlt brled klelimkmet hs eft l stm~~hei stfem tf

brled strltmix/ led tjlt fem `fb hs he ef ylx bmttmr tjle tjm ftjmr%

Tjmsm lrm tyf dhggmrmet g}ecthfes yhtjhe tjm limecx/ led xf} cle bm

`}st ls s}ccmssg}o he fem ls tjm ftjmr% Bftj clrmmr ~ltjs sjf}od fggmr

tjm slkm f~~frt}ehthms he tmrks fg thtom led slolrx ldwlecmkmet%

^rf`mct klelimkmet ls l omld dhsch~ohemKl`fr dhihtlo limechms jlwm bmme f~mrlthei he tjhs kfdm gfr sfkm

thkm efy% Lt rks oham Rlpfrsj/ ~rf`mct klelimkmet hs l jhijox

rms~mctmd dhsch~ohem stlggmd yhtj sfkm mzcm~thfeloox tlometmd ~mf~om%

He cfes}othei rks oham KcAhesmx/ ht tlams le KBL tf mlre tjm thtom

^rf`mct Klelimr% Limechms k}st cjleim tjm khedsmt tjmx jlwm

lrf}ed tjhs thtom led g}ecthfe% Ht jls eftjhei tf df yhtj yjf hs `}ehfr

fr smehfr he tjm rk/ lex kfrm tjle l ~rfd}cmr hs s}bsmrwhmet tf l

dhrmctfr fe l ok smt% Hg lextjhei/ ht‘s tjm ftjmr ylx lrf}ed%

Limechms k}st hk~omkmet l str}ct}rm tjlt loofys bftj dhsch~ohems –

brled strltmix led brled klelimkmet – tf f~mrltm shdm bx shdm/ yhtj

dhrmctfr omwmo ~fshthfes he mlcj g}ecthfe% Kmkbmrs fg mlcj dhsch~ohem

cle ldwlecm tjrf}ij tjm rleas/ rmcmhwhei hecrmlsms he rms~feshbhohtx/

thtom/ led ~lx ls tjmx if%

Jmrm/ tjme/ hs l blshc ohst fg rfoms led rms~feshbhohthms gfr mlcj g}ecthfe%

Rfom fg

Brled Strltmix

Rfom fg

Brled Klelimkmet

Hdmethgx A^Hs Omld scf~hei ~rfcmss

^ole strltmix Klelim hetmrelo dmwmof~kmet

Dmwmof~ brhmgs Lohie rmsf}rcms lilhest emmds

Klelim rmsmlrcj rmsf}rcms led ~rfwhdmrs Klelim dmo hwmrlboms

Hdmltm yhtj crmlthwm led kmdhl ~lrtemrs Loofcltm tlomet

Omwmrlim heshijts Frcjmstrltm tmlks led limecx g}ecthfes

^rfwhdm mz~mrthsm fe brled led cltmifrx Lss}rm ~rftlbhohtx tjrf}ij ~rhchei led scf~mklelimkmet

]ecfwmr f~~frt}ehthms Omwmrlim tmcjefofix tffos tf mejlecmmggmcthwmemss fg ~rf`mct klelimkmet

Irfy b}shemss Smc}rm l~~rfwlos led lss}rm cfk~ohlecm

Cjlk~hfe emy hehthlthwms S~mlrjmld cfoolbfrlthfe yhtj ~lrtemr limechms



4

Hiehthfe Rmd^l~mr

Mzmc}thei tjhs emy str}ct}rm

He frdmr tf hk~omkmet tjhs emy str}ct}rm s}ccmssg}oox he xf}r rk/ xf}

yhoo emmd tf lesymr l smt fg dmtlhomd |}msthfes lbf}t yjf dfms yjlt he

frdmr tf lwfhd fwmrol~~hei rfoms led rms~feshbhohthms% Tf df tjhs/ klam

l ohst fg tjm kl`fr ~jlsms fg yfra tjlt lrm tx~hclo gfr xf}r limecx/ tjme

klam dmohbmrltm dmchshfes lbf}t yjhcj rfom hs ~rhklrhox rms~feshbom gfr

mlcj stm~ he tjm ~rfcmss% Xf}r cjlrt yhoo offa sfkmtjhei oham tjhs0

^ ; ̂ rhklrx rms~feshbhohtx S ; Smcfedlrx rms~feshbhohtx

Brled

Strltmix

Brled

Klelimkmet

Dhscfwmrx

Omldhei tjm dhscfwmrx ~rfcmss ^

Hdmethgxhei brled tf}cj ~fhets ^

Kfehtfrhei cfk~mththwm lcthwhtx ^ S

Hdmethgxhei scf~m fg wlo}m ^ S

Dmwmof~hei scf~m fg yfra S ^

Cfed}cthei smcfedlrx rmsmlrcj S ^

S}~mrwhshei led leloxphei ~rhklrx rmsmlrcj ^

Dmwmof~hei led ~rmsmethei brled led cfes}kmr heshijts ^ S

Dmwmof~kmet

Hehthlthei emy lsshiekmets led crmlthei `fbs he tjm sxstmk S ^

Dmwmof~hei strltmihc ~oles led rmcfkkmedlthfes ^ S

Dmwmof~hei crmlthwm led cfeemcthfe brhmgs gfr kl`fr clk~lhies

^ S

Dmwmof~hei crmlthwm led cfeemcthfe brhmgs gfr ~rf`mcts ^

Cfk~hohei ̀ fb s~mchclthfes ^

Smtthei }~ brhmeis ^

Brhmei tmlks lbf}t strltmix ^ S

Brhmei tmlks lbf}t ofihsthcs S ^^rmsmethei kl`fr ~rfirlks led rmcfkkmedlthfes ^ S

^rmsmethei ehsjmd yfra gfr l~~rfwlo ^

Dmwmof~hei ~rf`mct scjmd}oms ^

^rhfrhthphei cohmet yfra ^

Dmwmof~hei cohmet b}shemss led irfytj f~~frt}ehthms ^ S

Imemrlthei b}shemss+b}hodhei hdmls ^ S

Glchohtlthei hetmirltmd/ crfss+g}ecthfelo sfo}thfes S ^

Klhetlhehei rmi}olr cfetlct yhtj cohmets S ^

Brled

Strltmix

Brled

Klelimkmet

Mzmc}thfe

Hdmethgxhei emmdmd lssmts led rmsf}rcms ^

Hetmirlthei limecx g}ecthfes led smrwhcms S ^

Klelihei fwmrloo yfrafy ^

Rmwhmyhei yfra gfr lcc}rlcx led cfk~ohlecm ^

L~~rfwhei strltmihc dhrmcthfe fg yfra ^

Fbtlhehei emcmsslrx omilo led ftjmr comlrlecms ^Fbtlhehei emcmsslrx hetmrelo l~~rfwlos ^

]~dlthei ̀ fb ~rfd}cthfe ~rfirmss he sfgtylrm sxstmk ^

Jledohei cohmet dhs~}tms led emifthlthei rmsfo}thfes S ^

Dhstrhb}thfe

Trlcahei led kfehtfrhei cohmet dmohwmrlboms ^

Kfehtfrhei kmdhl cjleemo ~olcmkmets led scjmd}oms ^

Rm~frthei

Hss}hei led }~dlthei stlt}s rm~frts ^

Frilehphei led cfed}cthei stlt}s kmmtheis S ^

B}dimthei led Bhoohei

Dmwmof~hei s~medhei rmcfkkmedlthfes ^ S

Klelihei cohmet b}dimts S ^

^rmsmethei ~rhchei tf cohmet S ^

Rmwhmyhei led l~~rfwhei hewfhcms ^

Emifthlthei yhtj cohmet lbf}t cjleims he scf~m S ^

Kmls}rmkmet

Hdmethgxhei kmtrhcs fg s}ccmss ^

Fwmrsmmhei kmls}rmkmet fg kmtrhcs ^ S

Leloxphei led rm~frthei kmtrhcs ^ S

Dmwmof~hei l strfeimr ~rf`mct klelimkmet dhsch~ohem/ stlggmd

yhtj sahoomd led dmdhcltmd ~mf~om/ hs lbsfo}tmox mssmethlo tf

tjm g}t}rm s}ccmss fg tjm klramthei cfkk}ehclthfes hed}s+

trx% Ym‘wm kfwmd ymoo bmxfed tjm shk~ohsthc yfrod fg ~rhet ld

~rfd}cthfe% Led ylx tff k}cj limecx ~rft soh~s tjrf}ij

tjm crlcas fg tjm c}rrmet lccf}et klelimkmet sxstmks led

str}ct}rms%

Fe tjm strltmihc ~oleehei shdm/ cohmets lrm colkfrhei gfr kfrm

tjf}ijt omldmrsjh~ grfk tjmhr limechms% He glct/ tjmx lrm whrt}+

loox }~ he lrks fwmr tjm glct tjmhr limechms lrm feox rmlcthwm/

eft ~rflcthwm%



=

Hiehthfe Rmd^l~mr

Sf hg xf} oham tjm hdml fg jhijmr klrihes led kfrm slthsmd

cohmets/ hk~omkmethei tjm brled strltmix&brled klelimkmet

str}ct}rm yhoo jmo~ imt xf} tjmrm ls glst ls lextjhei mosm xf}

cle df rhijt efy%

^jftf Lttrhb}thfe0 LhColssMoled lt me%yhahbffas

Rmd^l~mrs lrm mdhtmd gfr smehfr ~rfgmsshfelos he tjm klramthei

cfkk}ehclthfes b}shemss% Loo cfetmet hs cf~xrhijtmd bx

Hiehthfe Cfes}othei Irf}~/ Hec% led klx eft bm rm~rfd}cmd fr

rmtrleskhttmd yhtjf}t mz~rmss ~mrkhsshfe%

Rmd^l~mrs lrm ~}bohsjmd bx Hiehthfe Cfes}othei Irf}~/ Hec%/ l

cfes}otlecx dmwftmd tf jmo~hei klramthei frilehplthfes crmltm

led cl~t}rm kfrm wlo}m% Gfr kfrm hegfrklthfe lbf}t Hiehthfe/

whsht yyy%hiehthfeirf}~%cfk/ m+klho hegfNhiehthfeirf}~%cfk/ fr

cloo ! < *:><( =:2+9289%

redpaper why account management is now two jobs

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