South Africa, Jan. 2 -- As account-based marketing and sales (ABMS) is an account-centric strategic approach, selecting the ideal target accounts is fundamental to its success. In addition, the consequences of targeting the wrong accounts could be detrimental to an organisation, especially due to the resources which are required to implement ABMS programmes. However, when organisations make the effort to select the most ideal target accounts, the rewards become exponential.

During the account selection phase, using the correct data points is one of the key elements to help the organisation make the best possible decision. The most frequently used and obvious data type is firmographic data. Firmographic data are descriptive attributes of ...