Most sales teams treat every account the same. Every rep is told: “Work your territory. Don’t miss any opportunities.” The problem is, not all customers are created equal. Some accounts are worth ten times more than others — and deserve ten times the attention.
This isn’t just intuition. It’s the Pareto principle in action: 20% of accounts typically generate 80% of your revenue. In operations, this thinking is applied through ABC inventory classification. High-value items (A) get strict control, mid-value (B) get balanced attention, and low-value (C) are managed broadly.
The same principle can transform account management.
Applying ABC Classification to Accounts
Here’s how it works:
- A Accounts (Top 20% of customers → ~80% of revenue)
These accounts deserve the bulk of your sales resources. Assign experienced account managers, schedule quarterly reviews, and ensure continuous relationship building. - B Accounts (Next ~15%)
These accounts matter, but don’t require the same intensity. They might get structured quarterly or semi-annual check-ins. Some have the potential to grow into A accounts — they should be flagged and monitored closely. - C Accounts (Remaining ~65%)
The long tail of smaller accounts. These often don’t justify direct sales resources and can be managed with automation — email marketing, self-service portals, or annual check-ins.
Adding “Potential” to the Equation
A critical nuance: focusing only on past revenue locks you into yesterday’s distribution. A mid-tier account may have untapped divisions, new projects, or growth that could make it an A.
That’s why potential must factor into classification. A CRM can help here by combining:
- Historic sales value
- Account size / industry data
- Engagement metrics (open opportunities, marketing interactions)
With this, you can flag “emerging A accounts” — B accounts with high potential — and invest resources early.
Operationalizing in CRM
This is where the strategy becomes discipline. In your CRM, create an Account Classification field (A, B, C). Then set rules and activity reminders:
- A accounts → Monthly personal contact required (call, visit, or meeting).
- B accounts → Quarterly contact (structured review or virtual call).
- C accounts → Annual touchpoint or nurture through automated campaigns, typically by low cost email marketing.
Automation makes this repeatable:
- CRM recalls remind reps when an A account hasn’t been touched this month.
- Dashboards show overdue activities by account class.
- Marketing automation ensures C accounts still hear from you, without consuming rep time.
Measuring With Exception Reports
A powerful way to keep the system on track is through exception reporting. Instead of drowning in data, sales managers focus on the gaps:
- A accounts with no meetings in the past 30 days
- B accounts with no contact in the past quarter
- C accounts with zero activity logged in the past year
- Unclassified accounts (still missing an A/B/C assignment)
These reports become coaching tools. In 1:1 sessions, managers don’t just ask, “How’s your pipeline?” Instead, they can say:
- “Three of your A accounts haven’t had a meeting this month — what’s the plan to address that?”
- “I see this account is unclassified — let’s discuss where it belongs and how to approach it.”
This shifts coaching from vague conversations about numbers to specific actions tied to strategy. The CRM isn’t just a database; it becomes a management system.
Why It Works
- High-value accounts feel valued and stay loyal.
- Mid-value accounts with potential are proactively developed.
- Long-tail accounts are managed efficiently without draining resources.
- Sales managers gain visibility into whether reps are truly prioritizing the accounts that matter most.
Benefits of Using Pareto Analysis for Account Management
- Focus on what matters most: Ensure your top 20% of accounts get the attention they deserve.
- Improve retention: A accounts feel valued and are less likely to churn.
- Spot growth opportunities: Identify B accounts with the potential to become A accounts.
- Save sales resources: Automate low-value C account touches instead of wasting rep time.
- Better coaching: Exception reports give managers clear signals for 1:1 coaching.
- Stronger alignment: Sales activities match revenue impact, not just habit or convenience.
Learn More About Pareto Analysis
If you’d like to dive deeper into the Pareto principle and its business applications:
The Big Picture
Account management doesn’t have to be guesswork. By borrowing the Pareto principle and ABC classification from operations, you can ensure sales resources are allocated where they have the biggest impact.
Pair this with your CRM’s ability to automate recalls and activity tracking, and you transform a good idea into a disciplined, scalable system.
If you want help designing an account management strategy or configuring your CRM to make it real, reach out. At iGo Sales and Marketing, we help sales leaders implement practical, process-driven systems that deliver results.