How much is your key account worth

Customer Lifetime Value and Customer Profitability Companies – and Key Account Managers – must consider the long term profitability of their key accounts. Anything less could be considered a dereliction of duty to their shareholders. Ability to deliver differentiated value to the customer determines how successful you will be. Because if the customer does not see any unique value – if they do not see that you are doing anything different from your competitors to make them better off – then their selection will be based on price, and that’s a miserable downward spiral whether you win the business or not.