The Players
We are all responsible for account expansion. When we grow the footprint of existing accounts, we grow too. Our roles make a difference, of course, as to how we can affect change directly and indirectly. The quick run-down...
Account Executives
As a sales team leader, the AE plays a large role in selecting the 20 to 30 accounts they will target for expansion. They will also be responsible for connecting with and developing champions in all accounts singled out for expansion.
System Engineers
As the technical expert on a sales team, the SE is integral in helping select 20 to 30 accounts to focus on for expansion. Their role will be hands on, introducing users to new features and functionality, and getting prospective users interested in using JMP for their work. Of course, SEs will also be connecting with and developing champions in accounts that are ripe for expansion.
Inside Sales Representatives
Inside Sales Reps will likely help select the high-priority accounts for expansion opportunities. Certainly, they will be on the lookout for these organizations as they handle inbound lead follow-up, prioritizing these leads and working with AEs and SEs on big-picture strategy.
Customer Care
At every touch point inside an account, Customer Care staff look for opportunities to help users and not-yet-users see how JMP can make their work easier and faster. By cultivating relationships within these accounts, they are able to listen for expansion opportunities and seek audiences with prospects as quickly as possible.
Digital Marketing
Digital Marketers know how to get our messages in front of prospective users -- and will focus efforts on prospects in high-priority accounts as seen in Salesforce. They will entice them with the right messages, drive them to the trial, and then wait for sales to turn these interested individuals into new groups of users.
Event Marketing and Field Marketing
No matter where in the world JMP’s priority accounts are located, their importance should be indicated in Salesforce. That allows marketers to target them for thought-provoking events like Statistically Speaking and Discovery Summits. Once these prospects are seen participating in our events, sales can swoop in and turn these interested individuals into new groups of users.
Development
As is usually the case, our brilliant R&D staff is usually behind the scenes when accounts start to expand. They’re enhancing functions and features that users need, and developing new ones that market research indicates we need. Of course, they’re also out in front from time to time, being an “Expert” and giving papers at Discovery Summits.
Product Management
Providing support for sales training, supporting the Early Adopter program, and setting marketing strategies for expanding into existing accounts.
Business Operations
JMP’s back-end processes keep our Bus Op Reps hopping. And when they work on renewing licenses, they listen for indications that the account could expand. And if they see new requests from different groups of existing accounts, they let the sales teams know.
SAS Edu
As a trusted partner to the JMP division, SAS Education works to teach specific topics to JMP users at accounts in many parts of the world. Through this model, users learn to use JMP more fully. It could also be through this model that brand new users become comfortable and competent users. This partnership is invaluable to the expansion cause.
