When was the last time you called the CEO of your very best account?
If you’re like most of the people I work with, you had to think twice about your answer – or, even worse, you don’t even know the CEO’s name! This state of affairs, in my experience, is an excellent way to set up the humbling phenomenon known as “losing your biggest source of revenue the instant your competitor targets it.” Feeling a little sheepish now? Good. That’s a necessary prerequisite. Keep reading.