Creating strategic account mapping processes is beneficial for integrators and manufacturers. Here are some tips to get started.
When it comes to sales prospects, there’s a huge conversion opportunity for manufacturers and integrators. Creating the right relationships aligns manufacturers and integrators so both parties can work together to implement a strategic account-mapping program that catalogs and organizes the people who work at a target account.
What is Account Mapping—and How Can NSCA Help?
When a manufacturer meets with an integrator to target key account prospects, that’s what we call “account mapping.” These key prospects are chosen because:
- They fall within one of the manufacturer’s key vertical markets
- They can be aligned with the specific integrator
- They need the specific manufacturer’s solutions for a specific project
And NSCA isn’t afraid to play matchmaker from time to time. As an example, to improve school safety, NSCA can help align a security manufacturer with security integrators that are focused on the education market.
Once we align a manufacturer and integrator, the two parties meet one on one for lead sharing, to learn about different solutions, and to discuss how each solution can be applied to primary vertical markets. Reinforcing a strong relationship, this is a win-win for the integrator and manufacturer. Trust is naturally built between both parties due to the cross pollination of leads.
Best Practices for Account Mapping
Account mapping focuses on building long-term partnerships among manufacturers, integrators, and end users. It requires planning and persistence.
Whether you already have a plan in place or need to implement a new account-mapping program, these best practices—created by the NSCA Membership Committee—can put your organization ahead of the curve.
- Take an account overview. Work with NSCA to identify preferred key performance indicators and figure out how we can help align appropriate integrators/manufacturers.
- Outline objectives. What does your product achieve (and how can integrators benefit from it)? Identify key integrators within specific vertical markets that support these objectives.
- Create an action plan. Decide on a course of action and list the steps needed to achieve the goal. Work with dealers and start defining key end-user prospects.
- Implement. Begin sharing leads and focus both teams on key end-user prospects.
- Manage change. Prepare, support, and help the individuals and/or teams who are working together. Are they moving toward the goal or is something in their way?
- Review. Regularly review and adjust the plan with dealer/manufacturer to ensure that goals are met.
- Achieve final goals/outcomes. It goes without saying that this planning and persistence needs to culminate in the desired outcome.
Account mapping is complex. Because there are many moving parts, it’s easy for a process or step to fall through the cracks—and that’s where NSCA can help. NSCA is committed to helping members operate their businesses at peak performance. From account-mapping creation to improving financial stability, we’ve helped members enhance their businesses for more than 40 years.
This article was prepared by members of the NSCA Membership Committee, including Christina DeBono of ClearTech Media and NSCA board member, Bradford Caron of SIGNET Electronic Systems and NSCA board member, Don Mastro of AVI Systems and NSCA board member, and Michael Bridwell of Sonance.