This is a fantastic book who want to deliver a marketing programme for their critical/strategic clients. If you apply Pareto rule to sales, it implies 80% of your revenue comes from 20% of your clients.
So the question arises, how do you maximise your returns on marketing to these 20% strategic clients? We also know, client retention is way economical versus client acquisition. This book takes you on a journey from the why to how of implementing an account-based marketing strategy.