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Hunting x Farming.
Account managers are commonly defined as hunters because by definition they are supposed to bring home the food that feeds the system. The analogy is based on the fact that prospecting reminds us of the hunting process since one has to track down a lead to close the sale. Nothing feeds the economic chain engine better than new sales. Following that logic, the new client, or the new order, becomes the prize to be pursued and brought home and that has not changed over the years.SaaS and the recurrent revenue model.
The business model behind many companies has been changing. Thanks to the evolution of the internet, many became able to provide software as a service (SaaS) in an economically viable way. As a natural evolution, more and more companies developed a license-based type of service, much more adapted to the customer contemporary needs, especially concerning scalability and cash flow. it is a recurrent revenue game rather than a one-time sale than customer success becomes a must.
Long-term partnership.
Managing the relationship between vendor and customer continuously and progressively allows a better alignment of business goals between them. It brings many advantages for both sides, since the knowledge of the buyer business needs becomes deeper, and meaningfully adding more value to the partnership. That professional has been more commonly known as customer success manager.
Not less strategic but different, the uninterrupted model is distancing itself from the traditional hunting model, as the single funnel feeder. Could a better analogy for recurring revenue be considered?
Photo by Matthew Henry