In enterprise sales, growth is often less about chasing new accounts and more about unlocking the untapped potential in existing ones. For key account teams, this sounds simple enough. But in practice, expanding within established accounts is far from easy. Teams grapple with ambiguous (and numerous) priorities, overwhelming amounts of data, and the pressure to deliver results faster than ever. Sound familiar? If so, it might be time to ask yourself: What’s missing?

In enterprise sales, growth is often less about chasing new accounts and more about unlocking the untapped potential in existing ones. For key account teams, this sounds simple enough. But in practice, expanding within established accounts is far from easy. Teams grapple with ambiguous (and numerous) priorities, overwhelming amounts of data, and the pressure to deliver results faster than ever. Sound familiar? If so, it might be time to ask yourself: What’s missing?

The Commercial Insight Strategist (CIS) isn’t just a nice-to-have role; it’s a business-critical investment for organizations aiming to grow smarter, not harder. Companies that embrace this role are seeing tangible benefits—like shorter sales cycles, larger deal sizes, and deeper relationships with their most important customers. Let’s talk about why.

Key account teams are already tasked with a complex balancing act: managing customer relationships while identifying opportunities to expand value. But even the most talented teams can only do so much without a dedicated resource focused solely on uncovering and validating growth opportunities. That’s where the CIS makes all the difference. By zeroing in on those high-potential areas within an account that often go unnoticed, the CIS helps your team turn potential into measurable results.

Consider this: How much revenue could your organization unlock if your key account sellers were handed opportunities backed by deep, actionable insights? CISs specialize in uncovering these opportunities. Using Unify, part of the Polaris I/O platform, they search through sources relevant to the customer’s world, identifying signals that point toward high-potential areas for growth. Once they’ve identified a viable opportunity, they compile an opportunity report—a comprehensive document that delivers all the relevant information needed for sellers to approach the customer with confidence and precision. By providing opportunities on a silver platter, CISs free up key account teams to focus on what they do best: closing deals and driving growth.

If you’re wondering whether your team could benefit from a CIS, ask yourself a few key questions: Are we consistently identifying growth opportunities in our largest accounts? Do our sellers have a clear understanding of how to address customer challenges? Are we confident we’re maximizing the potential of every account? If the answer to any of these is “no,” it’s time to explore what a CIS can bring to the table.

At Polaris I/O, we’ve seen firsthand how the CIS role transforms key account strategies. To help organizations realize this potential, we developed the Commercial Insight Strategist Certification Program, a comprehensive training platform designed to equip CISs with the skills they need to hit the ground running. The program covers everything from modeling customer challenges to driving actionable insights, ensuring CISs are ready to deliver immediate value.

The numbers speak for themselves: Companies with a dedicated CIS are seeing stronger account growth, better resource allocation, and happier customers. It’s not just a role—it’s a competitive advantage.

If you’re ready to explore how a Commercial Insight Strategist could impact your team’s performance, visit our certification page or reach out to Polaris I/O. Your key accounts hold massive untapped potential. Isn’t it time to unlock it?