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Account-mapping, worth my time?

Been promoted recently and started dealing with a bit larger companies. It seems like most of my peers are doing some account maps of their target accounts. I'm not convinced yet of it. Tried it once, but it just took a long time and I never really used it anyways.


What are your experiences with it, is it worth doing? Any particular instances when it is more/less valuable?

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3
Salespreuner
Big Shot
+11
Regional Sales Director
Dig deep and map out - that has worked for me

while I was working with a large deal, this was extremely beneficial
CuriousBard
Good Citizen
Regional Sales Manager
When you say dig deep, is that a specific action or do you mean it more as a saying?ย 
Salespreuner
Big Shot
+11
Regional Sales Director
An action mainly : using handles such as linkedin can be useful.ย 

While I closed a major account last year, researced and connected with potential stakeholders and struck few connects personal level. Which helped me map out more info abt companies' org structure and hence the go to person or rather righteous decision makers
CuriousFox
Arsonist
+10
Senior Account Executive
It depends. Do you like making money?

Look at it this way. You are researching the account and the players anyway. This is the visual version of your plan.ย 
CuriousBard
Good Citizen
Regional Sales Manager
I guess what I struggled when putting it together visually is that there is little way to know whom reports to whom, until you have them on a call. And even then it might be difficult to suss out the structure.ย 


How do you go about visualizing it when you're going into an account you don't know the structure of? (let's say they are private as well, so no annual reports with pretty diagrams of their BUs)
CuriousFox
Arsonist
+10
Senior Account Executive
I get what you're saying. You can start with the C-Suite listed on the website. I have also been successful by calling each department and finding out who the department heads are before the meeting.

I also "map out" points of interest. Are they merging, downsizing, complaints you've seen quoted online, or even tiny bits of info I've gained by calling different departments.ย 
ARRisLife
Politicker
+3
Account Executive
@CuriousBard I'd say it depends on a few things: what are you selling, how big is the buying committee, how many accounts do you have ect?

I do account mapping for my strategic accounts. It's part of a longer term territory building plan, slowing building out more strategic accounts. I think you have a point- it is tough to know whom reports to whom, so I don't necessary build a flow diagram because it's more of an assumption- that being said I do build out lists of all the possible people that might tough what I sell starting with C level, Vp, Directors to managers and group them. For me- this works just fine but knowing everyone who might be involved helps and then I can cast a wider net in the org.

Outside of acct mapping, I also build out some hypothesis around why or how we might be able to add value- based on usecases, things I read in press releases, annual 10Ks if they're public.

The other thing this does for me outside of helping go after accounts is provide some security to managers that I'm actively putting in the work. I'm not being micromanaged or anything but I've shown these types of account plans to my managers and it def earns me some cred and a bit of safety in the event that I'm having low pipeline my boss knows it's not because of lack of effort.

Good Luck!
CuriousBard
Good Citizen
Regional Sales Manager
Yes I agree that lists of people of interest within different positions of the company is really valuable.ย 

And the last part is actually a great point, showing a nice account map would definitely get brownie points from my manager XD. Never thought of it like that.
beerisforclosers
Politicker
+8
Account Manager
I personally never end up using my account maps... I see the value and in some cases if it's a new to you customer or something like that sure. But I don't think it's necessary in every single account.ย 
illexpenseit
Opinionated
+1
Account Manager
I think its extremely beneficial. Not only for yourself, But when strategizing internally with your team or leadership. Allows for a very visual understanding of what is happening with an account and how to interact with the organization.
CuriousBard
Good Citizen
Regional Sales Manager
So I'll post the same question I did above, how do you go about making an account map when you don't know the structure of an org? (who reports to whom etc.). I find that information impossible to find unless I am on calls, and even then it can be tricky.ย 
Lambda
Politicker
+5
Sales Consultant
white space analysis is great if you have a new book of business, helps you figure out who to call and to what
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