Sure, there are some overlaps, but, if you are in charge of strategic account planning, you should be thinking much more broadly about your opportunities than if you are a sales manager identifying the tactical steps needed to close a specific sale.
Here are some of the differences between sales and strategic account planning:
- Longer Term. While both seek to increase revenue and relationships, strategic account planning is focused on the long-term, not just the near-term, business…the big picture rather than a series of snap shots.
- Dedicated Accounts. Strategic account planning relies on dedicated account managers who build cross-functional teams of individuals who bring specialized skills that contribute to the overall account strategy.
- Holistic Goals. Sales looks more at specific opportunities. Strategic account planning goes beyond individual deals to work together with the client organization to create value through such goals as customer satisfaction improvement, utilization of shared company resources, and alignment of account objectives and needs.
In general, a seller sells products or services while a strategic account manager seeks to become a trusted advisor who works with clients to grow their business and add long-term value
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