The answer, not surprisingly, is that both aspects are important. 

In high-performing companies the science of account management is the centerpiece of the sales process, and within this context, artful selling produces the most effective results.

The science of account management has four key elements:

1. Profitability management;
2. Account relationship selection;
3. Product migration paths; and
4. Account planning.

With these four elements well executed with experience, the sales process will produce great results. We may work with or without your CRM and we can as well provide a CRM as a Service (SaaS) to you. By performing Key Account Management as a Service the Sales-as-a-Service team enables creation of sustainable growth and building of strong customer relationships.