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The first step of any successful partnership is Account Mapping

Account Mapping Unlocks Your Partner Playbook

Successful partnerships require data. Whether it’s a channel, technology, or strategic partnership, scalable and measurable results depend on:

Accurate and securely-managed data from both sides

A clear playbook for what to do when data between the two parties intersect

A way to measure and quantify success when that playbook runs

Getting Started

Account mapping is step one. To map accounts, you simply compare data from your customer pipeline (like prospects, opportunities, and customers) to those of your partners. By cross-referencing (“mapping”) these lists against each other, a whole universe of opportunities will emerge.

A matrix of common overlaps is shown here. Depending on the overlap type, a whole universe of new growth motions is unlocked, from co-marketing to co-selling to building joint case studies and new integrations.

The Right Tool for the Job

Account mapping sounds simple enough, but we don’t recommend trying it at home.

Before Crossbeam, companies would get weighted down trying to match and compare accounts using everything from phone calls to spreadsheets to screen shares. The result was an inaccurate, insecure, unscalable, and exhausting slog of work.

Crossbeam was invented to make account mapping fast, easy, and secure. More importantly, it gives you and your partners the tools and workflows needed to convert account mapping data into a measurable, scalable growth engine for your business

Share Securely and Accurately

Account mapping data is typically sourced from a customer relationship management (CRM) platform like Salesforce or HubSpot. But even if both partners are using the same CRM, the process can be quite complex. Custom fields, bespoke business roles, and other nuances mean there is always prep work to be done to make a “clean” comparison. 

Crossbeam helps you refine your CRM data into clearly-defined match lists called populations. The most common populations include:

Prospects – Potential customers who are not yet participating in any active sales process 
Open Opportunities – Potential customers who are in an active deal conversation 
Customers – The people or companies who are actively paying for your product

Simply counting these overlaps can help steer you toward high-level decisions like which partners are the most valuable. But it gets especially interesting and valuable when you analyze the actual accounts inside these overlap lists.

Start Account Mapping

Each intersecting account is a growth opportunity.

In Crossbeam, you can drill down into the matrix of overlaps we discussed above. In this grid, each row represents one of your account lists, and each column represents an account list from your partner. 

The boxes in the middle show actions you can take when those specific lists overlap. Now you can size-up joint opportunities and co-sell with ease.

We’re running and gunning now, and getting rid of account mapping spreadsheets has felt like taking off a 10,000 pound jacket.
Ryan Klekas
Director of Channel Partnerships at Bombora
We’re running and gunning now, and getting rid of account mapping spreadsheets has felt like taking off a 10,000 pound jacket.
Ryan Klekas
Director of Channel Partnerships at Bombora

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