How a Global Indian Tech Services Provider Achieved 20% Growth in Strategic Accounts
A global Indian technology services provider set out to strengthen its presence and business impact within strategic accounts by scaling its Account-Based Marketing (ABM) initiatives. To do so effectively, the organisation needed a structured way to measure performance across financial outcomes, client perceptions, and internal stakeholder alignment.
Feedback Insights partnered with the firm to design a robust measurement framework spanning CSAT, brand, and factual data across sales and marketing functions.
Listen
The Challenge
The client needed to:
- Introduce and scale Account-Based Marketing across 25 key accounts
- Execute ABM consistently across geographies and industry verticals
- Measure financial performance alongside client perception
- Capture the voice of internal stakeholders across sales and marketing
- Establish clear visibility into account-level effectiveness and impact
At an organisational level, the firm required a reliable way to assess whether ABM investments were translating into stronger account presence and business growth.
Act
Insight-Led Diagnosis and Design
Feedback Insights designed a quantitative measurement approach to track ABM effectiveness and performance.
- Conducted a quantitative study to identify the right success metrics
- Assessed perspectives from the relevant stakeholder groups
- Created an ABM Index framework to track account-level performance
- Translated performance, perception, and stakeholder feedback into a Red / Amber / Green rating system
The framework enabled consistent evaluation and comparison across accounts.
Accelerate
- Identified the right data sources to ensure balanced representation of all stakeholder voices
- Highlighted improvement initiatives to drive sustained account growth
- Supported planning to enhance CXO-level engagement
- Built targeted account strategies aligned to customer requirements
- Shaped marketing activities to raise awareness and familiarise accounts with digital services
Business Outcomes
- 20% increase in account penetration through expansion of lines of business
- Created internal competition by benchmarking account performance using ABM Index metrics
- Established account-level best practices that could be replicated to accelerate growth in lagging accounts
