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Elevation Insights ™ | Customer Intelligence (Strategic Accounts | Key Accounts)

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Elevation Insights ™ | Customer Intelligence (Strategic Accounts | Key Accounts)

VP Sales Initiated Scenario:
Sales Team Mandate-
I want the team to start focusing more on solutions sales strategies & services for our customers in key accounts, that includes targeting decision makers at various levels (e.g. CEO/CFO, VP, Director etc.). This is important for the following reasons:
Becoming a trusted partner and advisor to our customers
Increasing customer retention
Growing revenue by selling deeply within our customer’s organization (e.g. different business units)
Protecting margin

Deliverables:
I expect my Sales Managers & Directors to comprehensively research, analyze and develop an action plan and supporting system that addresses customer intelligence, industry trends & pain points/unaddressed opportunities for each of our key/strategic accounts. This customer intelligence process should be part of the account conversion plan for this fiscal year, and should be kept current.

Based on the latest customer information intelligence, I also expect you to develop customized targeting strategies for key decision makers within each of our strategic and key accounts.


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Elevation Insights ™ | Customer Intelligence (Strategic Accounts | Key Accounts)

  1. 1. Sales Team MandateI want the team to start focusing more on solutions sales strategies & services for our customers in key accounts, that includes targeting decision makers at various levels (e.g. CEO/CFO, VP, Director etc.). This is important for the following reasons: • Becoming a trusted partner and advisor to our customers • Increasing customer retention • Growing revenue by selling deeply within our customer’s organization (e.g. different business units) • Protecting margin Deliverables: I expect my Sales Managers & Directors to comprehensively research, analyze and develop an action plan and supporting system that addresses customer intelligence, industry trends & pain points/unaddressed opportunities for each of our key/strategic accounts. This customer intelligence process should be part of the account conversion plan for this fiscal year, and should be kept current. Based on the latest customer information intelligence, I also expect you to develop customized targeting strategies for key decision makers within each of our strategic and key accounts.
  2. 2. •Requires team to collect detailed customer intelligence and up-to-date tracking of all new developments for the strategic and key accounts: • Customer Sales & Distribution Channels •Customer Marketing Strategies •Industry Developments •Regulatory •Legal Information •Intellectual Property •Competitor Pressures Types • R&D/Product Development •Supply Chain •New Initiatives •Cost Reduction • Executive Strategy • SEC/Regional Country Filings •Analyst Presentations • Analyze all the above data and come up with key/strategic account specific solutions selling targeting strategies, addressing new opportunities for revenue growth. • Develop a wide range of strategies to target customer Executives, Directors & senior decision makers. Note- The team may be required to collect, analyze and maintain additional sources of information. Also, a new set of tasks and deliverables may be demanded as the year progresses.
  3. 3. Common Observation Between 30-50% of sales personnel time is spent on non-customer facing tasks
  4. 4. VP Sales VP Marketing CFO Sales Director (s) Strategic Sales Team Financial Controller Director Contracts Management Marketing Director Product Management Director Core Team Product Manager (s) Legal Counsel Regional Directors (e.g. for Countries) Business Unit Leader (s) Financial Analyst (s) Business Development Director Business Development Manager (s) CEO & entire Executive Team (usually Monthly or Quarterly updates) • List of Key/Strategic Accounts Targeted • Usually ranges between 20-40 • Customer Intelligence Requirements • 10-15 different sources of data • Ability to monitor and collect frequently changing data • Program Office set-up & development of various workstreams • Creating a single unified template document for monitoring customer intelligence •Establishment of common metrics for analysis including weighed parameters • Ranking of information & call to action • Maintenance requirements for customer intelligence data • Development of customized targeting strategies for each of the key accounts • Developing presentation materials targeted towards decision makers (various levels) • List of materials required for on-going internal meetings /progress updates to VP Sales/Executives
  5. 5. Call to Action (e.g. Weekly, Monthly)

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