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A Perspective on Enterprise Accounts:
The prize for winning typical large and enterprise accounts is a multiple in terms of TCV, brand reference-ability as well as potential for learning.
As the reward grows (compared to mid-market) – so do requirements, costs and longer sales cycles:
Client decision makers and user groups are geographically distributed
There will be other entrenched players who are well networked
Right relationships required across spectrum
In-person presence where needed; travel costs
Discover the right sub-orgs
Enhance deal scope where possible; cross sell and upsell
As part of the Enterprise Intelligence offering, we carry out in-depth research into the areas that matter specifically for winning deals in Large & Enterprise accounts. The various aspects of this research are provided in this section.
ICP - further for Enterprises
Large and Enterprise companies are often geographically distributed across countries, and could have buying centers in different parts of the world.
In a regular ICP exercise, companies that have presence in your country of interest but headquartered in a different geography will get eliminated from consideration.
To accommodate such companies, we can check if there is executive presence from the target department within the country of interest. If found, we can include such companies for the exercise too.
We map out in-country and global locations of relevant people
–Functional heads and specialists
–Relevant senior executives
–IT sme’s and leaders
Next, we map location of your sales people (and SMEs,
consultants etc) to client’s relevant locations and roles
We determine within a department where the senior, mid and junior level managers are likely located.
This can serve as a useful snapshot to understand who needs to engage and in which location.
Org Relationships Intel
Many large enterprises have an org structure that resembles a complex web - several subsidiaries and acquisitions.
- We need to know key decision makers, users, influencers are present across which orgs
- In case of acquired companies, we need to understand if decision makers are still present within the acquired org.
Financials for public companies
Key Financial metrics and ratios that reflect on different aspects of a company’s financial performance. These are relevant as your software or service could have noticeable impact on some of these:
Current Stock price/year average
Level of Stock price fluctuation
Net Profit margin
Signs of company in growth phase
We look at clear signs of a company being on the growth path:
Distinct employee count growth in these core business areas:
Technology aspects that could signal interest in our offering category include:
Relevant technology products tried in recent past
Products in use within relevant categories
You may want to give extra points to companies with good ratings in ESG. Such companies follow corporate ethics and end up being more successful financially and as reputed brands over the longer term.
Where available, we take into account ESG ratings for enterprise class companies:
Competitor Local Presence
For enterprise clients that do have local presence of a competitor too in the vicinity, it could potentially serve a stronger competitive layer during GTM (its best to consider the stronger competitors for this).
Minus points for enterprise clients where this is true.
Partner Local Presence
For enterprise clients that do have local presence of a partner company too in vicinity, it could potentially serve a stronger GTM.
Extra points for enterprise clients where this condition gets satisfied.
Accounts Geographic distribution
We spot target accounts on a map to understand Geographic distribution by regions and countries.
We also identify the best locations to conduct marketing events.