Useful matrix for plotting your customers based on relationship strength and sales potential.

1. B2B Customer Account
Investment Matrix
Overview

2. Customer Account Investment Matrix
• Customer relationships based on strength of
relationship and level of potenial can be
plotted on the Matrix
• This allows B2B organisations to invest in
accounts with high level of sales potenial.
• Avoids spending valuable sales time on low
potenial and low relationship customer
accounts.

3. Customer Account Investment Matrix
Source: Adapted from Cravens et al (1981)

4. You are welcome to contact Nigel Bairstow at B2B
Whiteboard your source of B2B Asia / Pacific
marketing advice
http://www.linkedin.com/pub/nigel-bairstow/6/41b/726
http://twitter.com/#!/b2bwhiteboard