Account Planning & Growth Strategy Flashcards
7 cards from real CAM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Account Planning & Growth Strategy flashcards as text
What does 'share of wallet' mean in the context of account management?
Answer: The proportion of a customer's total spend in a category that goes to your company
Share of wallet measures how much of a customer's total spending in a given category is captured by your company versus competitors.
An Executive Business Review (EBR) is BEST described as:
Answer: A strategic meeting with a key customer to review value delivered and align on future goals
An EBR is a structured, executive-level meeting focused on demonstrating ROI delivered, aligning on business objectives, and co-creating a roadmap for future value.
Which of the following is an example of a cross-sell opportunity?
Answer: Offering a customer who buys CRM software a complementary email marketing platform
Cross-selling involves offering a different, complementary product or service to a customer, as opposed to upselling which increases the value of the existing product.
In account growth planning, a 'champion' within the customer organization is BEST defined as:
Answer: An internal advocate who promotes your solution and facilitates access to decision-makers
A champion is an internal ally within the account who believes in your value, actively promotes your solution internally, and helps navigate the buying organization.
Which account growth strategy focuses on selling MORE of the same product to the same customer (e.g., additional licenses or seats)?
Answer: Upsell
Upselling involves increasing the customer's investment in the existing product, such as adding more users, storage, or upgrading to a higher tier.
A customer health score in account management is PRIMARILY used to:
Answer: Predict the likelihood of a customer renewing, expanding, or churning
Customer health scores aggregate usage, engagement, support, and satisfaction signals to give account managers early warning of churn risk or expansion readiness.
When prioritizing which accounts to develop growth plans for, account managers should PRIMARILY consider:
Answer: Revenue potential, strategic value, and likelihood of expansion
Prioritization should be data-driven, focusing resources on accounts with the highest growth potential and strategic alignment to maximize ROI on account management effort.