The B2B account selection process: How do industrial firms select B2B accounts?

The case study is designed to help students better comprehend the notion of account-based marketing (ABM) within the Business-to-Business (B2B) context and also understand how firms can select B2B accounts (i.e., customers with the highest value potential) by applying a systematic account selection process.

To this end, drawing on the information provided in the tables, students should first calculate the combined scores for all potential B2B accounts; Next, they should create the account selection matrix which is based on the "potential for business growth" and "attractiveness" constructs as the main axes of the matrix; finally, according to what the matrix illustrates, students must identify the three most strategic accounts.

-      Learn to practically apply a new management technique
-      Learn to use and analyze relevant information to solve existing problems
-      Learn to work within a team and to present their work in public (in class)

L3
Master, Mastères spécialisés
MBA, Executive MS

Offshore and Shipbuilding industry

- PPT de présentation (3 slides)
- 1 fichier Excel

Année de la problématique : 2022

Livraison : Livraison par lien de téléchargement

Nombre de pages : 8

Temps d'utilisation : 3h00

Code du secteur d'activité : 35 - Construction navale, aéronautique et spatiale