Sales - Managing the customer portfolio
3 important questions on Sales - Managing the customer portfolio
Managing the customer portfolio
Making and regularly updating an analysis that identifies current and potential customers, that are most likely to generate the greatest profit and lifetime value for the selling company.
PRIORITIZING
PRIORITIZING
Customer value graph
Low -- Low = Tactical relationship
Low value to us -- High value to customer = Prospective relationship
High value to us -- low value to customer = Cooperative relationship
High -- High = Strategic relationship
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Low value to us -- High value to customer = Prospective relationship
High value to us -- low value to customer = Cooperative relationship
High -- High = Strategic relationship
Size and profitability graphs
Low -- Low = Regular accounts
Low customer size and prof -- Customer alignment to firm goals High = Invest for growth
High customer size -- low goals = Potential key account
High -- High = Key account
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Low customer size and prof -- Customer alignment to firm goals High = Invest for growth
High customer size -- low goals = Potential key account
High -- High = Key account
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