Is sales all that matters?
Unfortunately sales dollars are sometimes the only measure used when B-to-B companies evaluate the value of their customers accounts. We all know there is more to a customer account than what they spend, but too often the information is just anecdotal and it is not factored in during budgeting, business reviews, and other functions where resource decisions are made.
Consider the "Three P's" as a better framework for considering the overall strategic value....