Why Does Strategic Account Planning Matter? | Webinar Excerpt

Oftentimes, account planning is done once, or at best twice a year, and then stuffed in a digital drawer or folder, completely forgotten about until the next account planning period. However, for account planning to truly be effective, it can’t just be treated like a spring cleaning. Account planning must be treated as the strategic roadmap and essential ongoing exercise to yield more results.

In this video, Seth Marrs, Principal Analyst and Research Director for Forrester Research reviews why strategic account planning is so important to truly connect with buyers.

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This video is an excerpt from the 'Why Account Planning Matters: The Future of Account-Based Selling' webinar.