Account planning matters. When looking to hit your numbers, it's easy to look past the white space in your existing accounts. How can you best strategize to capture additional opportunity to maximize the revenue from your key accounts? Áine Denn, EVP of EMEA for The TAS Group has been traveling around the world, evangelizing on this critical initiative for selling organizations. Learn her strategies on Maximizing Revenue in Key Accounts.

1. Maximize Revenue in
Key Accounts
Áine Denn, EVP EMEA
Maureen Blandford, VP Marketing

2. Áine Denn
Executive Vice President EMEA
Maureen Blandford
Vice President Marketing

3. Your Account is a Marketplace

4. Your Account is a Marketplace
Create, develop, pursue, and win
business that delivers mutual value
for you and your customer

5. Account Planning helps Growth & Retention
Cost to retain existing and
acquire new customers2
1$
6 Times More Costly to Acquire
100%
200%
300%
400%
500%
6$
600%
75%
60% - 70%
50%
25%
0%
Likelihood of winning
business in existing
and new customers1
5% - 20%
Existing
Customer
New
Customer
Source: (1) Marketing Metrics, (2) Bain & Company

6. Some facts about Account Planning ...
Sales Reps who say they can …
Increase quota attainment by …
53%
maximize revenue
from key accounts
+ 41%
54%
gain access to
key players
+ 30%
61%
uncover customer
business problems
+ 28%
Source: Dealmaker Index Global Sales Benchmark Study

7. The Customer Lifecycle
1. Prospect
Source: Account Planning in Salesforce, Daly 2013

8. The Customer Lifecycle
2. Customer
1. Prospect
Source: Account Planning in Salesforce, Daly 2013

9. The Customer Lifecycle
2. Customer
1. Prospect
3. Loyal Customer
4. ______________
Source: Account Planning in Salesforce, Daly 2013

10. The Customer Lifecycle
2. Customer
1. Prospect
3. Loyal Customer
4. Former Customer
Source: Account Planning in Salesforce, Daly 2013

11. POLL Customer Lifecycle
Why do Customers defect?
2. Customer
• Price
• Communication
1. Prospect
• Customer Service
• Features
3. Loyal Customer
4. Former Customer
Source: Account Planning in Salesforce, Daly 2013

12. Account Planning helps Growth & Retention
How much does Price act as a
driver of customer defection?4
Customer’s View
25%
Vendor’s View
0%
25%
48%
50%
75%
Drivers of customer
defection3
50%
25%
68%
25%
0%
Customer
Service
Price
14%
Product
Source: (1) Marketing Metrics, (2) Bain & Company, (3) US SBA, US CC, (4) Rightnow Technologies

13. Account Planning Matters
• Single view of customer
• Deeper understanding of
customer’s business
• 25% greater average deal size
• 58% increase in win rate
90% of sales managers do deal reviews in Dealmaker.
Imrana Ghani, Sales Operations Manager

14. Your Account is a Marketplace

15. When Large Companies Combine
• Common methodology
• Account collaboration
• Increase in trust
• 400% increase in pipeline
• $5 billion in potential contracts
All the team players that collaborate on an account at Xerox ...
have a common methodology to talk in the language of our
customer.
Patricia Elizondo, Senior Vice President

16. 3 Things to Consider
Research for Insight
Integrate for Velocity
Focus for Impact

17. Research for Insight
er
m
Custo
Compan
y
It's all about the 3 ‘C’s

18. Research for Insight
Impact on a Customer
fn (Business Problems, Business People)

19. Research for Insight
Impact on a Customer
fn (Business Problems, Business People)
61%
54%

20. About Trust
Nothing Else
Matters1

21. About Trust

22. POLL
Who do you trust?
• Academic or Expert
• CEO
• Someone Like You
• Government Official Nothing Else
Matters1
• Regular Employee

23. About Trust

24. Trust Determines Your Role in the Process
Assess the Drivers
Measure
Establish
Results
Initiatives
Trusted Advisor
Problem Solver
Implement
Credible Source
Vendor
Initiate a
Project
Negotiate and
Evaluate
Sign Contracts
Products
Prove the
Concept

25. Research for Insight
What do you need to research / record?
Plan Goal, Overview, History, Resources, CSFs …
Business, BUs + SUs, Financials, Ind. Trends, Tech / Reg Landscape …
Customer’s View, Exec Credibility, Cultural Fit, Customer Sat …
Customer’s KPIs, Value Prop, Strategic Initiatives, Solution Vision …
Customer SWOT, Our SWOT (inc Competitive Landscape)

26. Research for Insight
The impact on a customer
of a bad buying decision …
is greater than the
impact on a sales person of a lost sale

27. 3 Things to Consider
Research for Insight
Integrate for Velocity
Focus for Impact

28. Integrate for Velocity
Customer
Salesforce.com
Account Team + Execs
Sales Ecosystem

29. Integrate for Velocity
Key
Named
Territory
Market
Segmentation
Account
Planning
Account
Management
Opportunity
Management

30. 3 Things to Consider
Research for Insight
Integrate for Velocity
Focus for Impact

31. Focus for Impact
Segment the Account to prioritize the right Business Units
Importance to Us
Future Potential
Current Opportunities
Previous Business
Importance to Customer
Revenue Contribution
Profit Contribution
Current Importance
Future Importance …

33. Focus for Impact

34. Account Planning & Management Process

35. 12 Elements of Great Account Planning
Research Based
Customer Focused
Integrated
Targeted
Map People
and Influence
Aligned to
Business Strategy
Trust
White Space
Social and
Collaborative
Regular Cadence
Measurable
Action Oriented

36. FRONT
Thank You
Will Wiegler
Áine Denn
Chief Marketing Officer
EVP EMEA
Chicago, Illinois
wwiegler@thetasgroup.com
+44 224.430.3433
Phone:(0) 78 23777929
adenn@thetasgroup.com
Skype: willwiegler
www.thetasgroup.com
www.thetasgroup.com

37. Maximize Revenue in
Key Accounts
Áine Denn, EVP EMEA
Maureen Blandford, VP Marketing