Operations with Sean Lane How To Increase Bookings Through Strategic Account Management With Bain's Greg Callahan
16 snips
Feb 11, 2022 
In this engaging discussion, Greg Callahan, a Partner at Bain & Company and founder of Coro Account Planning, shares his expertise on strategic account management. He reveals how companies can boost bookings by 20-40% through effective account planning. Greg breaks down the four core components of strategic account management and emphasizes the importance of focusing on top accounts. He introduces actionable plays that help teams engage effectively with clients and stresses the need for digital tools to streamline processes.
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Target New Logos And Existing Accounts
- Do target both new logos and existing customers for expansion since both can deliver material upside.
- Expect a 20–40% bookings lift within ~18 months when you execute strategic account management well.
Limit Accounts And Keep A 30-Day Cadence
- Do limit strategic accounts per rep to maintain focus and impact; two to three is ideal and four is the upper bound.
- Run a 30-day cadence to revisit plans and drive mutual accountability separate from pipeline calls.
Build A Plays Library
- Create simple, repeatable plays (e.g., new-buyer, new-product, relationship plays) that reps can run consistently.
- Product marketing and enablement should standardize and maintain a plays library.
