information design
Streamlining Internal Account Maintenance
The Challenge
When a larger company acquires many smaller companies, processes are all over the place. This was the case for the company I worked for. We had very large client accounts but no codified processes for tracking account contacts and potential opportunities. Each team — and, indeed, each person — used their own tracking system, which usually consisted of sifting through emails and PowerPoint decks.
This haphazard approach to account maintenance meant wasted time and lack of visibility. It also made it difficult to recognize areas of potential collaboration, where internal folks working on complimentary projects or opportunities could work together to offer clients even better solutions.
A sample of the main account contacts table
My Approach
While there is account mapping software specifically built for purpose, we wanted to take advantage of tools already at our disposal. I turned to one of my favorites: Airtable. I love how flexible, configurable, and scannable it is.
I used one account as a test case, first interviewing the business development team to understand their needs and processes. Once I built the Account Map Template, I validated that with the team for feedback and edits.
Once I made the final adjustments, I created a generic template that could be customized for any account. I also recorded a video walkthrough with Loom and created a how-to guide to accompany it.
A detailed view of a contact record
Forms make it easy for anyone to add to the contact list
I used Airtables Linked Records feature to ensure easy cross referencing between contacts and opportunities.
One of the many ways to slice & dice the information via custom views
The Solution
What I Built: A highly flexible Account Map template that’s easy to use and customize for every team, along with instructions to ensure quick onboarding.
The Results: The template is just being shared across the company, but early feedback includes
Increased visibility & saved time:
“Now I won’t have to go and interview every account exec when it comes time for quarterly planning. It’s all right here.”