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Account Management Software


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Infusionsoft logo
 
Infusionsoft is a cloud-based sales and marketing solution that offers Customer Relationship Management (CRM), Marketing Automation and E-Commerce functionalities in one suite that helps small businesses across various industries deliver... Read More
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Infusionsoft is a cloud-based sales and marketing solution that offers Customer Relationship Management (CRM), Marketing Automation and E-Commerce functionalities in one suite that helps small businesses across various industries deliver... Read More
 
amoCRM logo
 
AmoCRM is a cloud-based customer relationship management solution that helps users manage the sales pipeline. Users can receive feedback and reports about the performance of salespersons. The solution offers lead scoring and nurturing,... Read More
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AmoCRM is a cloud-based customer relationship management solution that helps users manage the sales pipeline. Users can receive feedback and reports about the performance of salespersons. The solution offers lead scoring and nurturing,... Read More
 
HubSpot CRM logo
 
With its cloud-based, customer relationship management platform, HubSpot helps companies of all sizes track and nurture leads and analyze business metrics. HubSpot is suitable for any B2B or B2C business in a variety of segments, including... Read More
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With its cloud-based, customer relationship management platform, HubSpot helps companies of all sizes track and nurture leads and analyze business metrics. HubSpot is suitable for any B2B or B2C business in a variety of segments, including... Read More
 
ProsperWorks CRM logo
 
ProsperWorks is a cloud-based customer relationship management tool that gives users complete views of their customers. The program is applicable to any industry, including advertising, distribution and real estate. The ProsperWorks... Read More
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ProsperWorks is a cloud-based customer relationship management tool that gives users complete views of their customers. The program is applicable to any industry, including advertising, distribution and real estate. The ProsperWorks... Read More
 
NetSuite logo
 
NetSuite CRM+ is a cloud-based customer relationship management (CRM) solution for small and midsize organizations. NetSuite caters to thousands of customers across a wide range of industries including wholesale distribution, manufacturing,... Read More
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NetSuite CRM+ is a cloud-based customer relationship management (CRM) solution for small and midsize organizations. NetSuite caters to thousands of customers across a wide range of industries including wholesale distribution, manufacturing,... Read More

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FreeAgent CRM logo
 
FreeAgent CRM is a cloud-based customer relationship management (CRM) solution for sales and marketing teams in small and midsize businesses. The solution enables users to manage leads, contacts, emails and calls, accounts and deals,... Read More
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FreeAgent CRM is a cloud-based customer relationship management (CRM) solution for sales and marketing teams in small and midsize businesses. The solution enables users to manage leads, contacts, emails and calls, accounts and deals,... Read More
 
Base logo
 
Base CRM is the web and mobile-based customer relationship management (CRM) application that allows B2B and B2C sales professionals to manage sales, track leads and engage proactively with customers from anywhere. Base CRM features... Read More
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Base CRM is the web and mobile-based customer relationship management (CRM) application that allows B2B and B2C sales professionals to manage sales, track leads and engage proactively with customers from anywhere. Base CRM features... Read More
 
Pipeliner CRM logo
 
Pipeliner CRM is an end-to-end customer management system that provides better visibility and transparency into the entire sales process. It is a web-based system that is both Mac and Windows compatible, as well as offering an app... Read More
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Pipeliner CRM is an end-to-end customer management system that provides better visibility and transparency into the entire sales process. It is a web-based system that is both Mac and Windows compatible, as well as offering an app... Read More
 
Chime logo
 
Chime is a marketing and customer relationship management (CRM) suite designed for small and midsize real estate businesses. Chime provides team management features, lead and customer management and content management. Chime sends... Read More
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Chime is a marketing and customer relationship management (CRM) suite designed for small and midsize real estate businesses. Chime provides team management features, lead and customer management and content management. Chime sends... Read More
 
Apptivo logo
 
Apptivo is a cloud-based suite of applications designed to help small businesses manage a range of functions including financials, human resources and supply chain management. Apptivo’s customer relationship management (CRM) applications... Read More
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Apptivo is a cloud-based suite of applications designed to help small businesses manage a range of functions including financials, human resources and supply chain management. Apptivo’s customer relationship management (CRM) applications... Read More

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Claritysoft logo
 
Claritysoft is a cloud-based customer relationship management (CRM) solution designed for midsize and large enterprise businesses. It offers sales automation, customer service and support, marketing automation and social CRM within... Read More
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Claritysoft is a cloud-based customer relationship management (CRM) solution designed for midsize and large enterprise businesses. It offers sales automation, customer service and support, marketing automation and social CRM within... Read More
 
LeadMaster logo
 
LeadMaster is a SaaS-based all-in-one lead management solution that offers capabilities to capture, track and follow up with leads. The solution comprises of integrated modules for sales force automation, customer relationship management,... Read More
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LeadMaster is a SaaS-based all-in-one lead management solution that offers capabilities to capture, track and follow up with leads. The solution comprises of integrated modules for sales force automation, customer relationship management,... Read More
 
bpm'online CRM logo
 
Bpm'online is a process-driven customer relationship management (CRM) solution for marketing, sales and service automation. The solution allows companies to manage the customer lifecycle from lead to sales and to ongoing customer service. The... Read More
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Bpm'online is a process-driven customer relationship management (CRM) solution for marketing, sales and service automation. The solution allows companies to manage the customer lifecycle from lead to sales and to ongoing customer service. The... Read More
 
BNTouch Mortgage CRM logo
 
BNTouch Mortgage CRM is a mortgage-specific CRM system that offers mortgage brokers and bankers alike a solution featuring marketing automation capabilities. The software offers features for each step of the mortgage process, from... Read More
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BNTouch Mortgage CRM is a mortgage-specific CRM system that offers mortgage brokers and bankers alike a solution featuring marketing automation capabilities. The software offers features for each step of the mortgage process, from... Read More
 
Spiro logo
 
Spiro is an artificial intelligence (AI) enabled customer relationship management (CRM) solution offering features like contact management, sales pipeline management, lead distribution, opportunity tracking, reporting and more. It... Read More
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Spiro is an artificial intelligence (AI) enabled customer relationship management (CRM) solution offering features like contact management, sales pipeline management, lead distribution, opportunity tracking, reporting and more. It... Read More

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SalesOutlook CRM logo
 
SalesOutlook CRM is a comprehensive customer relationship management (CRM) and email marketing system that embeds into Microsoft Outlook. SalesOutlook CRM automatically syncs all customer data at one place. All files and email correspondence... Read More
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SalesOutlook CRM is a comprehensive customer relationship management (CRM) and email marketing system that embeds into Microsoft Outlook. SalesOutlook CRM automatically syncs all customer data at one place. All files and email correspondence... Read More
 
BoomTown logo
 
Boomtown provides marketing and sales automation solutions for the real estate industry. Through Boomtown, brokers can select and customize a lead generation website, track and nurture leads, and monitor team success and sales. The... Read More
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Boomtown provides marketing and sales automation solutions for the real estate industry. Through Boomtown, brokers can select and customize a lead generation website, track and nurture leads, and monitor team success and sales. The... Read More
 
OnContact CRM logo
 
OnContact CRM is a mid-market customer relationship management (CRM) solution that can be deployed on-premise or in the cloud. OnContact includes complete sales automation, marketing automation, customer service and contact center... Read More
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OnContact CRM is a mid-market customer relationship management (CRM) solution that can be deployed on-premise or in the cloud. OnContact includes complete sales automation, marketing automation, customer service and contact center... Read More
 
Firepoint logo
 
Firepoint is a cloud-based lead generation and business management solution that caters to small and midsize businesses in the real estate industry. It helps users manage leads, track team activities and report key metrics. Firepoint... Read More
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Firepoint is a cloud-based lead generation and business management solution that caters to small and midsize businesses in the real estate industry. It helps users manage leads, track team activities and report key metrics. Firepoint... Read More
 
ResultsCRM logo
 
ResultsCRM is a software solution designed for small and midsize enterprise customers. It offers sales automation, project management, service orders and billing management within the suite. It is available for both Web-based and on-premise... Read More
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ResultsCRM is a software solution designed for small and midsize enterprise customers. It offers sales automation, project management, service orders and billing management within the suite. It is available for both Web-based and on-premise... Read More
 

Buyer's Guide

by Craig Borowski,
Market Research Associate
Last Updated: July 18, 2018


Customer Relationship Management (CRM) software is a core information management platform for both B2B and B2C businesses. Unfortunately, many options serve a general purpose, which means some companies find basic CRM software to be too generic for their needs. Thankfully, there's no shortage of purpose-built applications to take its place or just fill the gaps.

Account management software is one such purpose-built type of CRM software. It's designed from the ground up to be the best possible CRM solution for managing sales accounts, from the simple to complex. It's best and most often used in B2B contexts and can be a must-have application for companies engaged in cyclical and enterprise sales.

Since CRM plays such an important role in your organization, it's essential to find an account management software that supports both your sales team's workflows and your company's strategic goals.

Poorly aligned account management software can hinder operations just as much as well-matched software improves them. This account management software Buyer's Guide will help you make the right choice.

Here's what we'll cover:

What Is Account Management Software?
Common Features of Account Management Software
Market Trends to Understand

What Is Account Management Software?

Account management software excels when individual accounts become complicated. For example, you might choose to create separate accounts for:

  • Individual employees within the same department,
  • Individual departments within the same large company,
  • Separate branches of the same company, or
  • Any combination of the above.

Keeping tabs on these numerous definitions of “an account" is one of the main functions of account management software. It ensures your sales staff stays on the same page with regards to each account's status and expectations. Your team can interact more efficiently, preventing crosstalk and avoiding missed opportunities.

 

Account opportunity dashboard in bpm'online showing overview of an individual account's status

From a management perspective, account management software helps monitor progress. It can be used to set individual account milestones, helping verify that tasks are completed and completed on time. It can also be used to set triggers, flagging accounts when deadlines are missed or when special attention may be needed.

Lastly, it helps improve the customer experience. It does this by a combination of the above improvements and also by improving communication. Account management software can be configured to automatically:

  • Send follow-up communications to clients,
  • Request client feedback at predetermined touchpoints, and
  • Send marketing and customer service materials as needed.

Common Features of Account Management Software

The following table lists features common to account management software platforms, but understand that many overlap with features common to general CRM software and sales enablement tools. You should begin your search with a list of existing business challenges and goals and identifying the gaps in your current software toolset.

Account management Allows for more granular groupings of separate sales accounts, each with its own customer information files and settings.
Parent, nested accounts Provides more control for the separation and management of individual accounts, breaking them down by individual, team, department, branch office, account status or other variable.
Milestones and goals Helps predetermine points of progress for sales processes and sales cycles, ensuring nothing is overlooked and providing oversight to team leads and management.
Platform and app integrations Allows account management software to work in tandem with other platforms, like CRM and sales enablement tools. App integration requirements should always be considered and demonstrated prior to purchase.
Account scoring Provides a single numerical value to gauge the health of an account, calculated from a selection of variables, including current deals, purchase history, expected lifetime value and open invoices.
Life cycle management Setup and manage step-by-step procedures for individual account management, leading each from sales prospect to active lead to new customer onboarding and post sales follow-up.
Renewal cycle management Helps manage (often larger) enterprise accounts and accounts that have cyclical sales and renewal processes. These tools are increasingly used for subscription-based products, like cloud-deployed software (SaaS).
Customer portal Adds an online portal to your company's website, letting customers securely log in and check their account status, including pending and past purchases, add-on products and support materials.
Intelligent call routing Connects with your business phone system and helps automatically route calls to the correct sales staff (or department) depending on their status as a sales prospect or customer.
Insights and analytics Helps management and executives oversee operations by identifying trends, common pain points and areas for improvement. They're often presented in dashboard form, with options for tracking a variety of metrics and KPIs.

Market Trends to Understand

The overarching trend in account management software, and with CRM in general, is improved user experience (UX) and improved customer experience (CX). The two are closely intertwined and are best understood in relation to one another.

Improved UX: Essentially, this means the software makes it easier for sales staff to do their jobs. Improving the employee's UX is largely a matter of streamlining workflows by reducing the number of manual tasks needed to accomplish any given task.

Make sure that a new sales tool won't actually increase the number of steps for a given workflow. This pitfall is commonly encountered when a standalone application is added on top of an existing sales platform, forcing staff to check the same boxes twice. IT purchases should be considered strategically and holistically; piecemeal solutions should only be considered as a last resort.

Improved CX: In a sales context, a better customer experience equates to simpler interactions and interactions that have already anticipated (and prepared for) the customer's expectations and needs. Account management tools have many applications that help improve CX, including customer portals and intelligent call routing.

But the best way to improve CX is to start by improving UX. When staff has the right selection of tools and intelligently designed workflows, they're more able to focus their attention on customer needs.

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