Generate own organic ROI flow: A standardization to understand which account to focus on - An Account Planning for a Finnish Telecommunication Company with ABM Strategy

Abstract

While the market is moving fast, companies are adapting their strategies accordingly. Account-Based Marketing (ABM) is one of the latest concepts to capture the attention of marketing departments worldwide due to its highly focused nature. The premise of ABM is that companies should identify and prioritize key accounts based on their value to the organization, which will help them to allocate resources effectively and focus on accounts that can bring big profits. The thesis aims to create a standardization of account planning based on ABM strategies for a Finnish telecommunication company. The goal is to evaluate the current situation and define key metrics to measure the existing and future accounts. This can be used as a foundation to further develop ABM with measurable targets and clear goals. In addition, it will help the company understand if they need to change their current strategy or not.