Should the possibility of a prospect or customer value be measured by annual turnover or their global reach and influence through a space?

The value given to a customer and the investment made by a provider with this client, often lies in the turnover of the customer.  Maybe the value of the customer must be determined by their influence in the market space.  Annual turnover increased by a customer is relatively static.  A customer with a great influence can produce new business for the seller.  The customer becomes an extension of the sales force.  How to measure this influence can be a challenge.  Thoughts?

It's a very interesting idea! The influence is certainly a hard thing to measure, but I think you just hit on something that we will eventually see in the future, either with a system like Eloqua or a social tool like Radian6.

Tags: Marketers

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