- Is intuitive – it does not rely on or demand vast amounts of data. It recognises that the account manager is often working with imperfect data with views and ideas as well as hard fact
- presents data in a natural way – summarises and analyses data – the reverse of a conventional system
- encourages and enables collaboration. Effective account management requires effective team working – RM3 provides the tools for account team working
- makes account analysis and planning an ongoing daily activity, part of how an account manager works, not a once a year planning exercise
- recognises that account management is no single fixed thing – different accounts require different approaches
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