In B2B markets, the focus on database marketing and major account selling often creates challenges between marketing and sales where the major account team feels they know the accounts quite well and marketing is trying to find new interest for the company products and services. Some organizations want marketing help and some would rather marketing spend its resources elsewhere.
Whatever way the organization operates, understanding major account targets and markets is a key to most every B2B oriented organization. One metric used to calibrate activity in the majors is to look at where the total market is and how your organization aligns with the total market.
As a guide for this effort, we have taken The Global 5000 companies and summed up their revenue by region of the world – and it looks like this:
- 34% – North America
- 31% – Asia Pac
- 30% – Europe
- 3% – South/Latin America
- 2% – Mid East/Africa
To be sure, each company’s products/services are best suited for different vertical markets which will skew the geographic orientation. Other firms may not have a presence in certain countries. All those factors will affect the geographic distribution – but, in general, if you are focused on major accounts this distribution will reflect the major account spending around the globe.