Thoughts on Selling to Large Customers (Portuguese version)

In recent decades, the area considered most important by companies has changed. When making comparisons, criteria have varied when assessing the importance of production, finance, marketing and R&D, among others. Now everyone acknowledges that a company's most important asset is its customers. Ideas such as "A company's value depends on the value of its customers" and "A company is as good or bad as its customers perceive it to be" are no longer heard only at business schools, but have become a basic premise for strategy design.
The reflections in this case apply to any kind of customer that is important for the company's balance sheet, but given that one of the most important premises of customer value is its potential, the basic variables for our considerations are size and potential for growth. We understand that an account program like the one described in this note can only be defended if the target customers are large, complex and have a strong market position.