{"id":11551,"date":"2021-06-15T14:00:53","date_gmt":"2021-06-15T12:00:53","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=11551"},"modified":"2021-06-15T14:19:57","modified_gmt":"2021-06-15T12:19:57","slug":"gestion-cuentas-clave","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/gestion-cuentas-clave\/","title":{"rendered":"Gesti\u00f3n de cuentas clave: m\u00e9tricas y estrategias indispensables"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-2528902251\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/gestion-cuentas-clave\/\" data-essbisPostTitle=\"Gesti\u00f3n de cuentas clave: m\u00e9tricas y estrategias indispensables\" data-essbisHoverContainer=\"\">\n<p>La gesti\u00f3n de cuentas clave se hace imprescindible en cada vez m\u00e1s empresas. Ya no basta \u00fanicamente con tener una buena base de clientes y saberlos fidelizar, sino que tenemos que contar con estrategias espec\u00edficas. Las grandes cuentas son, en la mayor\u00eda de los casos, el activo m\u00e1s importante en muchas empresas. Por esto mismo tendremos que cuidar a nuestras cuentas y <strong><a href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-en-direccion-comercial-y-marketing\">ventas<\/a><\/strong> m\u00e1s grandes y saber tratarlas para que no piensen nunca en dejarnos.<\/p><div class=\"blogs-contenido\" id=\"blogs-845563341\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading_1651e1-89, .wp-block-kadence-advancedheading.kt-adv-heading_1651e1-89[data-kb-block=\"kb-adv-heading_1651e1-89\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading_1651e1-89 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading_1651e1-89[data-kb-block=\"kb-adv-heading_1651e1-89\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading_1651e1-89 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading_1651e1-89\"><span class=\"ez-toc-section\" id=\"%C2%BFQuien_se_encarga_de_la_gestion_de_cuentas_clave\"><\/span>\u00bfQui\u00e9n se encarga de la gesti\u00f3n de cuentas clave?<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab524fe6e851\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab524fe6e851\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/gestion-cuentas-clave\/#%C2%BFQuien_se_encarga_de_la_gestion_de_cuentas_clave\" >\u00bfQui\u00e9n se encarga de la gesti\u00f3n de cuentas clave?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/gestion-cuentas-clave\/#Metricas_indispensables_en_la_gestion_de_cuentas_clave\" >M\u00e9tricas indispensables en la gesti\u00f3n de cuentas clave<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/gestion-cuentas-clave\/#Fidelizacion_de_las_grandes_cuentas\" >Fidelizaci\u00f3n de las grandes cuentas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/gestion-cuentas-clave\/#Captacion_de_nuevas_cuentas\" >Captaci\u00f3n de nuevas cuentas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/gestion-cuentas-clave\/#Datos_de_nuestras_grandes_cuentas\" >Datos de nuestras grandes cuentas<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/gestion-cuentas-clave\/#Estrategias_para_la_gestion_de_las_grandes_cuentas\" >Estrategias para la gesti\u00f3n de las grandes cuentas<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>El perfil de <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/key-account-manager\/\">Key Account Manager (o KAM),<\/a> es el indicado para hacer las estrategias derivadas de la gesti\u00f3n de cuentas clave. Es un perfil 100% enfocado a la mejora de las grandes cuentas. No s\u00f3lo se encarga de las funciones t\u00e9cnicas y activas con respecto a las cuentas, sino que es el encargado de gestionar las estrategias que se seguir\u00e1n con las mismas.<\/p>\n\n\n\n<p>Los Key account managers tienen que gestionar grandes vol\u00famenes de datos e informaci\u00f3n. Algunas plataformas de CRM nos ser\u00e1n de una utilidad indispensable para estos cargos. El Big Data ha hecho posible tratar grandes datos de muchos clientes, pero en este caso, queremos saber manejar bien el \u00ab<a href=\"https:\/\/en.wikipedia.org\/wiki\/Small_data\" target=\"_blank\" rel=\"noreferrer noopener\">small-data\u00bb<\/a>. Como bien dice Eric Lundquis,<em> \u00abIs not about machines, is about people\u00bb.<\/em><\/p>\n\n\n\n<p>La personalizaci\u00f3n en la gesti\u00f3n de cuentas clave va a poder suponer un punto de inflexi\u00f3n para conseguir la fidelizaci\u00f3n dela misma.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-blog-de-marketing-online wp-block-embed-blog-de-marketing-online\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"XacIeclMHm\"><a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/key-account-manager\/\">Qu\u00e9 estudiar para ser Key Account Manager<\/a><\/blockquote><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"\u00abQu\u00e9 estudiar para ser Key Account Manager\u00bb \u2014 Blog de Marketing Online\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/key-account-manager\/embed\/#?secret=XacIeclMHm\" data-secret=\"XacIeclMHm\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading_31e4fb-0b, .wp-block-kadence-advancedheading.kt-adv-heading_31e4fb-0b[data-kb-block=\"kb-adv-heading_31e4fb-0b\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading_31e4fb-0b mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading_31e4fb-0b[data-kb-block=\"kb-adv-heading_31e4fb-0b\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading_31e4fb-0b wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading_31e4fb-0b\"><span class=\"ez-toc-section\" id=\"Metricas_indispensables_en_la_gestion_de_cuentas_clave\"><\/span>M\u00e9tricas indispensables en la gesti\u00f3n de cuentas clave<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Las m\u00e9tricas son una parte fundamental del buen marketing. Cuando hablamos de gesti\u00f3n de clientes importante lo son a\u00fan m\u00e1s. D\u00e9monos cuenta de que tenemos en nuestras manos el poder de hacer que un de las grandes cuentas que gestionamos siga con nosotros o huya para siempre.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-963343063\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n\n\n\n<p>Cuando tenemos en juego tanto, debemos saber que la<strong> gesti\u00f3n de cuentas clave<\/strong> tiene un papel primordial en nuestra <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/claves-triunfar-ejecutivo-ventas\/\">estrategia<\/a>. Y esto quiere decir que tendremos que mirar con lupa cada uno de los datos de los que dispongamos para saber si estamos alcanzando nuestros objetivos. <\/p>\n\n\n\n<p>Dentro de las grandes cuentas y sus posibilidades, vamos a encontrar tres grandes m\u00e9tricas que son muy importantes para saber que todo funciona correctamente:<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading_e0d1ff-e8, .wp-block-kadence-advancedheading.kt-adv-heading_e0d1ff-e8[data-kb-block=\"kb-adv-heading_e0d1ff-e8\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading_e0d1ff-e8 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading_e0d1ff-e8[data-kb-block=\"kb-adv-heading_e0d1ff-e8\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h3 class=\"kt-adv-heading_e0d1ff-e8 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading_e0d1ff-e8\"><span class=\"ez-toc-section\" id=\"Fidelizacion_de_las_grandes_cuentas\"><\/span>Fidelizaci\u00f3n de las grandes cuentas<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Lo principal es retener a todo aquel que consideremos con una gran cuenta. La fidelizaci\u00f3n es muy importante, por lo que tendremos que establecer unas pautas y criterios espec\u00edficos para cada uno de las cuentas. Como hemos dicho antes, el small data nos proporcionar\u00e1 la informaci\u00f3n necesaria para tratar con el cliente.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading_a9896a-39, .wp-block-kadence-advancedheading.kt-adv-heading_a9896a-39[data-kb-block=\"kb-adv-heading_a9896a-39\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading_a9896a-39 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading_a9896a-39[data-kb-block=\"kb-adv-heading_a9896a-39\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h3 class=\"kt-adv-heading_a9896a-39 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading_a9896a-39\"><span class=\"ez-toc-section\" id=\"Captacion_de_nuevas_cuentas\"><\/span>Captaci\u00f3n de nuevas cuentas<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>No podemos dejar de trabajar en captar nuevas grandes cuentas que gestionaremos a posteriori. Saber c\u00f3mo llamar la atenci\u00f3n a este tipo de clientes no es f\u00e1cil. Aqu\u00ed s\u00ed podemos echar mano al big data, para saber datos en masa de grandes cuentas de todo el mundo. Aunque casi siempre, la captaci\u00f3n de nuevas cuentas, reside en el trato al cliente y en la satisfacci\u00f3n de la experiencia de tratar con nosotros.<\/p>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading_49fa7f-d5, .wp-block-kadence-advancedheading.kt-adv-heading_49fa7f-d5[data-kb-block=\"kb-adv-heading_49fa7f-d5\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading_49fa7f-d5 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading_49fa7f-d5[data-kb-block=\"kb-adv-heading_49fa7f-d5\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h3 class=\"kt-adv-heading_49fa7f-d5 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading_49fa7f-d5\"><span class=\"ez-toc-section\" id=\"Datos_de_nuestras_grandes_cuentas\"><\/span>Datos de nuestras grandes cuentas<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Dentro de nuestros clientes podremos encontrar una gran variedad de datos. Cuantos m\u00e1s datos tengamos a mano, mejor. La gesti\u00f3n de grandes cuentas pasa por saber c\u00f3mo compran, a qu\u00e9 hora lo hacen, qu\u00e9 les gust\u00f3 m\u00e1s, cu\u00e1les son sus feedbacks y un largo etc. Tener todas estas m\u00e9tricas en un programa como un CRM que nos ayude a consultarlo de manera espec\u00edfica, nos ayudar\u00e1 mucho para tratar con ellos.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-blog-de-marketing-online wp-block-embed-blog-de-marketing-online\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"dkvEfPmd2i\"><a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/ejecutivo-de-cuentas-funciones-habilidades\/\">Funciones y habilidades del ejecutivo de cuentas<\/a><\/blockquote><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"\u00abFunciones y habilidades del ejecutivo de cuentas\u00bb \u2014 Blog de Marketing Online\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/ejecutivo-de-cuentas-funciones-habilidades\/embed\/#?secret=dkvEfPmd2i\" data-secret=\"dkvEfPmd2i\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n<style>.wp-block-kadence-advancedheading.kt-adv-heading_8466d2-e9, .wp-block-kadence-advancedheading.kt-adv-heading_8466d2-e9[data-kb-block=\"kb-adv-heading_8466d2-e9\"]{font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading_8466d2-e9 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading_8466d2-e9[data-kb-block=\"kb-adv-heading_8466d2-e9\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading_8466d2-e9 wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading_8466d2-e9\"><span class=\"ez-toc-section\" id=\"Estrategias_para_la_gestion_de_las_grandes_cuentas\"><\/span>Estrategias para la gesti\u00f3n de las grandes cuentas<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Existen tantas estrategias como personas. Lo ideal es, primero, hacer una recopilaci\u00f3n de los datos que poseamos y luego saber pensar qu\u00e9 paso podemos hacer para estrechar nuestros v\u00ednculos. Desde hace mucho, las cestas de navidad a las grandes cuentas han sido una tradici\u00f3n. Ahora, en la era de internet, podemos ser mucho m\u00e1s creativos.<\/p>\n\n\n\n<p>Las relaciones cercanas a las relaciones personales, siempre han dado buenos frutos en las estrategias de gesti\u00f3n. Aunque no es recomendable intentar hacerte el mejor amigo de tu cliente en su primera compra, lo ideal es ir dando pasos y acercarse a ellos poco a poco. <\/p>\n\n\n\n<p>Solucionar sus problemas suele darnos muchos puntos para lograr una mayor fidelizaci\u00f3n. La disponibilidad y el tiempo de respuesta ser\u00e1n oro en nuestras estrategias de gesti\u00f3n de grandes cuentas.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-1750942374\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n\n\n\n<p>Como resumen: trata a los grandes clientes como te gustar\u00eda que te tratasen a ti: como un rey.<\/p>\n\n\n\n<p>Si te interesa la gesti\u00f3n de cuentas, siempre puedes estudiar un<a href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-en-direccion-comercial-y-marketing\"><strong>\u00a0Master en Marketing y Ventas\u00a0<\/strong><\/a>para reforzar tu curr\u00edculum y estar a la \u00faltima en el mundo de las t\u00e9cnicas de ventas. Solo as\u00ed crecer\u00e1s y marcar\u00e1s la diferencia en un mundo tan competitivo.<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/gestion-cuentas-clave\/\" data-essbisPostTitle=\"Gesti\u00f3n de cuentas clave: m\u00e9tricas y estrategias indispensables\" 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