High-growth B2B companies use account-based strategies to drive growth with the accounts that are most likely to become the company’s most valuable customers. Past approaches yielded large numbers of leads, but these leads were not highly valued by the organization and did not sufficiently contribute to revenue.

The solution is to focus on the best fit, most valuable accounts—an account-based approach. This dramatic shift comes with its own challenge: How does Oracle adapt to a new way of doing business? An account-based strategy requires new approaches in several areas, including:

  • Identifying accounts to target
  • Aligning resources to accounts and programs
  • Developing programs that are orchestrated across functions
  • Forecasting, measuring and managing results

To address these challenges, this Oracle Account-Based Playbook was created to provide Oracle teams a prescriptive plan for developing successful account-based programs. The playbook incorporates best practices and includes step-by-step guidelines, tools, examples, and recommendations to design, build, and manage successful account-based programs.

This playbook is built around 4 core components:

  1. TARGET ACCOUNTS
  2. PERSONALIZE
  3. ORCHESTRATE
  4. MEASURE
*“Account-based strategy is the coordination of highly valuable, personalized experiences across all functions that impact the customer to drive engagement and conversion at a targeted set of accounts.”

ADDITIONAL TRAINING RESOURCES


Modern Marketing Sherpa: Introduction to Account-Based Strategy

ABM at Scale: Oracle's Global Strategy for Engaging High-Value Customers

Send your Account-Based questions to kelvin.gee@oracle.com