Account mapping

Account mapping is an ABM strategy in which two partners combine customer data in a partner CRM in one central place.

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Samantha Spiro
Samantha has over seven years of experience as both a content manager and editor. Bringing contact info to life is the name of her game. Some might say she’s a bit ‘SaaS-y.’

Account mapping ensures  efforts are directed toward the right individuals. Teams must understand the organizational structure to navigate internal hierarchies and avoid dead ends.

Account mapping also arranges solutions based on the selected organization’s business goals. This more strategic approach feeds better returns throughout the sales cycle.

Account mapping by numbers 

  • Ecosystem engagement: Account mapping goes beyond basic org charts. Teams that map informal influence networks (including external consultants and advisors) see 34% higher deal closure rates. Interestingly, 71% of critical deal influences now come from stakeholders not listed on traditional organizational charts.
  • Multi-threading through micro-departments: Sales teams focusing on sub-department dynamics close 2.3x more deals. Research shows that engaging 4+ micro-departments (smaller teams within larger departments) increases deal velocity by 28%. This granular approach reveals hidden decision-makers that traditional account mapping misses.
  • Dynamic stakeholder tracking: Organizations using real-time stakeholder movement tracking retain 42% more enterprise accounts. The key finding: 67% of deal roadblocks stem from untracked role changes among secondary stakeholders, not primary decision-makers. Teams that monitor LinkedIn activity patterns of extended stakeholder networks spot potential account risks 3.2 months earlier than traditional methods.

 

Insights straight from the pros 

 

Mike Kilcullen

VP of Marketing @ Wiza

Account mapping: Your strategic x-ray vision sectioning landscapes, transitioning cold contacts into warm opportunities, and turning potential connections into revenue roadmaps.


Mapping locates who the contacts are and an organization’s main pain points and
decision-making dynamics. This takes sales teams from a generic outreach approach towards a tactical one strictly hitting barriers and yielding higher quality outcomes.

Account mapping in the real world 

PartnerStack, a partner management platform, identifies mutual opportunities through stakeholder mapping and cross-referencing with customer data and partner ecosystems. Mapping and segmentation have helped them locate overlapping accounts and enable collaboration on campaigns, thus shortening sale cycles and increasing deal sizes

Additionally, account mapping helped a nonprofit revenue booster, Fundraise Up, see a 30% increase in deal size and deals closing 20% faster.

A quick checklist for account mapping

  1. Conduct “shadow mapping” by cross-referencing partner ecosystems for overlaps.
  2. Assess team dynamics within accounts to identify the decision-makers.
  3. Extract insights into prospects using social media insights.
  4. Ensure that CRM data is clean and updated for proper mapping.
  5. Use specialized resources, like ContactInfo, to help outline seamless processes.

Author

  • Samantha has over seven years of experience as both a content manager and editor. Bringing contact info to life is the name of her game. Some might say she's a bit 'SaaS-y.'

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