Tier 2 Accounts

Mid-priority named accounts A working definition from the RGM marketing glossary.

Schematic — Tier 2 Accounts

Mid-priority named accounts

Where teams go wrong

Hold that thought.Teams slip on Tier 2 Accounts in four familiar ways. Each makes a soft assumption look like a precise number.

No segments. Treating Tier 2 Accounts as one number for all. Break it out before you trust it.
No anchor. Quoting Tier 2 Accounts without a starting point. Always pair it with a baseline.
Vanity focus. Gaming Tier 2 Accounts instead of the result. Tie it to business value.
Bad compares. Benchmarking Tier 2 Accounts with no adjustment. Account for the model differences first.

How is Tier 2 Accounts defined?

Mid-priority named accounts Agree the scope of Tier 2 Accounts before the planning starts.

What makes Tier 2 Accounts worth knowing?

Tier 2 Accounts earns its place when it shapes a real decision. The leverage is in correct use, not in the word itself.

How do teams use Tier 2 Accounts?

Tier 2 Accounts informs a decision -- most often a budget, a metric choice, or a comparison. The Snowflake example above shows the pattern.

Where do teams slip up on Tier 2 Accounts?

Treating Tier 2 Accounts as one blanket rule and reporting it with no baseline. Both hide a soft assumption.

How is Tier 2 Accounts defined?: Mid-priority named accounts Agree the scope of Tier 2 Accounts before the planning starts.
What makes Tier 2 Accounts worth knowing?: Tier 2 Accounts earns its place when it shapes a real decision. The leverage is in correct use, not in the word itself.
How do teams use Tier 2 Accounts?: Tier 2 Accounts informs a decision -- most often a budget, a metric choice, or a comparison. The Snowflake example above shows the pattern.