Account Based Marketing interview by Pfizer COE

Change involved everyone

Organizational change requires a fundamental shift in mindset, away from the traditional brand-driven focus, to an account-centric approach that centers on Key Accounts as sophisticated institutions with multiple stakeholders and complex decision-making and organizational systems. A fresh perspective that examines everything through the customer’s lens, taking a thorough “outside-in” viewpoint is essential.  This is where marketing’s contribution can make a real difference by bringing understanding and insights about the customer journey.  It is vital that this “outside-in” perspective is taken prior to considering the usual “inside out” standpoint.      

It takes two to tango 

Along with the Key Account Manager, marketing is the co-orchestrator of KAM – they are intrinsically linked. Key Account Managers together with skilled marketing professionals are the central duo, the perfect partnership to deliver an effective and successful Account Value Proposition (AVP) and ultimately bring about value for the account and improvements for patients. The earlier and more involved marketing is in KAM, the more relevant the solution and the more that can be achieved.  

Marketing within KAM is an ABM approach, rather than one focused on a therapeutic area or brand and connects with brand marketing to build value beyond the products and services.  This broader perspective is vital to support the development of the account-centric Value proposition.