My take on the only 5 account objectives that exist. If you don't know where you're going, it's hard to get there. ;-)

1. Expanding and penetrating Keeping an account active at its
an account to reach its full current level of business.
revenue potential.
Prospecting and selling an Choosing to stop
account to earn their doing business with
business. an account.
You Are Here
Winning-back a
desirable account that
Choosing to not slowed production or
acquire an prospect. stopped doing
business with you.
1