Ten slides in Ten minutes - A Perspective on Account Management

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A view of the elements that an organisation must consider when thinking of Account Management

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Ten slides in Ten minutes - A Perspective on Account Management

  1. 1. SS Ten Slides in Ten Minutes: Account Management [Capturing the Hearts and Minds of Prospects & Clients] Presented by: Bill Graham APM.APMP June, 2013 bill.graham@sales-synthesis.co.za
  2. 2. Dominant ExclusiveEmerging PervasiveAbsent Symbiotic relationship with clients Sustainability Making the competitors irrelevant Projects ParticularPerforming PertinentPeople Places The Sustainable Business Imperative Building mutually beneficial and sustainable long-term client relationships Source: Sales Synthesis Multi-National Companies [MNCs] may embrace a new dawn or a long dark night. Know where you are going 2
  3. 3. Research to date, indicates that best practice companies are developing long-term plans for, and together with, their accounts of “strategic importance”. Companies that are strategically important to an organisation should be objectively decided on, using the following two perspectives: i. the attractiveness of the customer to an organisation’s strategic direction [incl. present/future portfolio of solutions] ii. the customer’s perception of organisation’s business strengths [success is also dependent on customer’s buy-in] Account Plans provide the basis for much better management insight in decision-making and visibility for all business units, of expectations related to account activity. Each Account defined as being of ‘Strategic Importance’ should have an associated Account Plan. Introduction
  4. 4. Benefits of Producing Account Plans • Better client understanding, positioning your organisation to be able to offer thought leadership as a competitive discriminator • Client involvement and buy-in – potentially allowing active involvement in the client’s budgeting process • Sharing of information across cross-functional business units • Formulation of robust relevant account strategies (across geographies, business units etc.) • Early warning and guidance for execution & delivery • Learning for all parties involved (extended team) • Better management insight / customer portfolio management. 4
  5. 5. The Account Management Focus Market Management Relationship Building Opportunity Scouting Prompts: • Global trends • Industry Knowledge • Opportunities • Risks Prompts: • Pedigree/s • Requirement/s for advancement • Resource alignment • Communication plan/s Prompts: • Wants vs needs • Resourcing requirements • Solutions vs Risks • Ability to deliver • Competition 5
  6. 6. Best-Practice Account Planning Process • Identify the Account Management team [Incl. Extended Team] • Educate/Train on analysis, objective and strategy setting • Identify resources with skills to craft the Account Plan content • Brief on the planning process • Brief on the analytical process • Identify responsibility for the production of the Account Plan document • Agree organisational sign-offs (& date) • Agree customer involvement & sign-offs (& date) • Communicate on planning process (& review agenda / dates) • Communicate on output (plan, and results from the plan). 6
  7. 7. Best-Practice Account Planning Process • Identify the Account Management team [Incl. Extended Team] • Educate/Train on analysis, objective and strategy setting • Identify resources with skills to craft the Account Plan content • Brief on the planning process • Brief on the analytical process • Identify responsibility for the production of the Account Plan document • Agree organisational sign-offs (& date) • Agree customer involvement & sign-offs (& date) • Communicate on planning process (& review agenda / dates) • Communicate on output (plan, and results from the plan). Quarterly presentation of Account’s Industry (Global through National) Quarterly presentation of the Account, Opportunities and Action Plans Sales Leadership; Execution & Delivery Units Sales Leadership; Execution & Delivery Units 7
  8. 8. Contents A Best Practice Account Plan contains at least the following elements: Section 1: Introducing the Account  Overview of Account (incl. Organisational Chart, Current Financial Analysis) Section 2: Assessing the Client’s Eco-System  PEST and/or STEEPLE and/or SWOT  Competitor Analysis Section 3: Positioning organisation for Success  Relationship Matrix  Extended Team  Current Projects  Opportunity List Section 4: Engaging & Measuring for Success  Critical Success Factors  Communication Program  Risks  Action Plan 8
  9. 9. Governance – Account Plan (Self) Assessment 1. Completeness & quality/integrity of content 2. Strategy to develop and maintain client relationships 3. Identification, qualification and unlocking of opportunities 4. Account Manager’s plan to spearhead the efforts of the organisation into the chosen accounts 5. Understanding of the client’s industry & markets 6. Understanding of the roles of related current and emerging technologies 7. Evidence that a single point of contact for the client is being provided by the Account Manager 8. Understanding of the client’s business, challenges and requirements 9. Understanding of the operational issues pertaining to service management and the processes applied to improve/enhance operational inefficiencies 10. Implementation of sound account governance and compliance to the defined governance 11. Evidence that the Account Manager spends time with Senior Executives of the organisation to determine their requirements in terms of interaction 12. Facilitation of the communication process 13. Progressing Sales Opportunities. 9
  10. 10. Q&A 10

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