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Account management 2.0
from silo thinking to integrated account development
Account management in combination with the successful, strategy-driven development of customers constitutes the nucleus of Marketing & Sales Excellence. This article introduces the Double Loop Process of account management. This process utilizes cultural-psychological factors of organizational development which have a massive impact on whether account management succeeds or fails. Nonetheless, these factors too often remain outside the scope of consciousness, and therefore, they cannot be controlled. Through the Double Loop Process, customer-based strategies are developed and profitably implemented by integrating all required internal functions and expertise in a collaborative and productive way. Thereby, the Double Loop Process sustainably contributes to the customer- and profit-oriented alignment of internal decision-making processes within a given corporate culture. It improves cross-functional collaboration, instead of letting silo thinking, departmental egoisms, management from the “ivory tower,” or the reference to “lack of time” and “exhaustion” jeopardize account-related profit potentials.