Key account management_plan

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Key account management_plan

  1. 1. Key Account Management Marketing and Sales Excellence Team Mission : Deliver “World Class” Key Account & Territory Management
  2. 2. Operating model relationship overview Key Account Manager Customer Competition Government Technical Support. Market Research Marketing Product Mgmt General Mgmt Sales Mgmt Territory Mgmt Sales Support Product Development Supply Chain Human Resources Finance Regional Mgmt <ul><li>Trade Shows </li></ul><ul><li>Publications </li></ul><ul><li>Promotion Material </li></ul><ul><li>Visits </li></ul><ul><li>Internet </li></ul><ul><li>Phone/Fax </li></ul>Distribution BizDev Partners Market Factors Analyze account Set objectives Plan strategy Take action Review account
  3. 3. Key Account Management - best practice actions <ul><li>Rank accounts on “Improvement Potential” index </li></ul><ul><li>Re-deploy resources to highest potential channels/accounts </li></ul><ul><li>Target category management efforts to accounts with “capability” </li></ul><ul><li>Understand account requirements/ needs/ capabilities </li></ul><ul><li>Plan account actions to “fix” problem P&L line items </li></ul><ul><li>Target account goals/ accountability for profit improvement </li></ul><ul><li>Match strategy to “improvement” potential </li></ul><ul><li>Include customer in account planning process </li></ul><ul><li>Develop both internal and customer targets </li></ul><ul><li>Tie actions/events to improvement opportunities </li></ul><ul><li>Monitor performance against tactical plan </li></ul><ul><li>Hold account team members accountable </li></ul><ul><li>Tie account team incentives to customer metrics </li></ul><ul><li>Reflect “balanced scorecard” in account metrics </li></ul>Set account objectives Plan account strategy Take planned action Review account Analyze Account
  4. 4. Territory Key Accounts Regional Key Accounts National Key Accounts Global Key Accounts A model for identifying and rolling-up Key Accounts
  5. 5. Key Account Management Process diagrams
  6. 6. Objective The principle objective of Key Account Management is to provide the following benefits to the Sales Organization and Customer….. <ul><li>MARKETING AND SALES </li></ul><ul><li>Improved customer insight </li></ul><ul><li>Understanding of customer needs </li></ul><ul><li>Understanding of usage patterns </li></ul><ul><li>Better product knowledge </li></ul><ul><li>Better access to marketing material </li></ul><ul><li>Better competitor information </li></ul><ul><li>Improved performance information </li></ul><ul><li>Measurable goals </li></ul><ul><li>Link between Business Plan strategy and customer strategy </li></ul><ul><li>CUSTOMER </li></ul><ul><li>Better product information </li></ul><ul><li>Better information on services </li></ul><ul><li>Better understanding of reimbursement </li></ul><ul><li>Better product benefits knowledge </li></ul><ul><li>Ability to raise individual profile </li></ul><ul><li>Increased end users </li></ul><ul><li>Provide resource input </li></ul>
  7. 7. Process Overview Level 1 2 Key Account Management 3 Territory Management 4 Management Reporting 5 KAM Management and Administration 1 Analyze & Classify Customers
  8. 8. 1 - Analyze and Classify Customers
  9. 9. 1 - Analyze and Classify Customers Level 2 1.1 Identify/Add Customer/ Modify 1.2 Analyze Customer Details 1.3 Segment Customers 1.4 Validate 1.5 Identify Key Accounts 3.3 Review Performance KA? Non KAs KAs 3.1 Plan Call Activity 2.1 Profile Account
  10. 10. 1.1 - Identify/Add Customer Level 3 1.1.4 Determine whether to add Add? No Yes Reject Customer 1.2.1 Enter Data 1.1.5 Management Confirmation 1.1.1 Collect Information 1.1.2 Review Information 1.1.3 Classify Type
  11. 11. INTENTIONALLY LEFT BLANK. THE REMAINING PAGES ARE VIEWABLE BY ANNUAL SUBSCRIPTION MEMBERS ONLY

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