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How to Create The Ultimate One Page Key Account Plan

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Strategic account planning is the secret to create value driven, long-term partnerships with your key accounts. But it doesn't have to be hard. In this video you'll learn a 7-step framework for creating bullet proof one page account plans for maximum impact in the minimum amount of time. Template and examples included.

Watch the free training video at https://youtu.be/AuAtY_2Ec-o

Account Manager Tips helps organisations deliver sustainable account growth by empowering account managers with the tools and mindset to succeed.

Learn more at https://accountmanager.tips

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How to Create The Ultimate One Page Key Account Plan

  1. 1. Work smarter, not harder
  2. 2. Account Manager Tips Guide your activities towards value that delivers account growth and position you as a trusted partner.
  3. 3. Account Manager Tips3 A goal properly set is halfway reached - Zig Ziglar
  4. 4. 70% 60%35% Revenue from Existing Clients Only 29.9% of revenue comes from new business – the rest comes from existing clients. Account plans keep you focused on profitable activities that create value and improve retention. Confidence in Account Management Organisations have little confidence in account managers’ ability to grow existing accounts. Account plans demonstrate credibility and expertise. Win Rates of Trusted Partners Average win rates are 47.3% but jump to 59.9% if you earn trusted partner status. Account plans help you make strategic contributions to your clients’ success. * CSO Insights Sales Performance Report 2019
  5. 5. 70% Revenue from Existing Clients Only 29.9% of revenue comes from new business – the rest comes from existing clients. Account plans keep you focused on profitable activities that create value and improve retention.
  6. 6. Confidence in Account Management Organisations have little confidence in account managers’ ability to grow existing accounts. Account plans demonstrate credibility and expertise. 35%
  7. 7. Win Rates of Trusted Partners Average win rates are 47.3% but jump to 59.9% if you earn trusted partner status. Account plans help you make strategic contributions to your clients’ success. 60%
  8. 8. Account Manager Tips Focus on quality initiatives for maximum impact.
  9. 9. Account Manager Tips10 Let’s Start
  10. 10. Final Goal 1 2 3 4 5 6 7 Account Overview Define all the important information about your client relevant to your account plan. Solution Identify the potential solutions that support your clients’ objectives. Objectives What does your client want to achieve and how will success be measured? Action Plan Decide a course of action and list the steps needed to achieve your goals. Change Management Evaluate the chances of success through Force Field Analysis. Implementation Agree actions, assign owners and due dates. Review Regularly review and adjust your plan to ensure you stay on track. Follow this 7 step process for a bulletproof one page account plan that gets results
  11. 11. WHAT DO YOU ALREADY KNOW? Avoid analysis paralysis and endless research and simply capture what you know today. Follow the lean startup model and launch with a minimum viable plan. KEEP IT SIMPLE You only need a handful of solid objectives for your plan, not a shopping list. Don’t over think it. Start with where you can make the biggest impact and take it from there. METRICS THAT MATTER Focus on KPI’s that are important to your client not to you. It’s a small but significant distinction. You’ll get better engagement and commitment from key stakeholders to support your plan. BE AGILE Be open to changing your plan as you go. Embrace a test and learn approach. Some ideas may fail, or new opportunities appear with a stronger return on investment and your time would be better spent pursuing those. A few things to keep in mind as you create and execute your account plan
  12. 12. Final Goal 1 2 3 4 5 6 7 Account Overview Define all the important information about your client relevant to your account plan. Solution Identify the potential solutions that support your clients’ objectives. Objectives What does your client want to achieve and how will success be measured? Action Plan Decide a course of action and list the steps needed to achieve your goals. Change Management Evaluate the chances of success through Force Field Analysis. Implementation Agree actions, assign owners and due dates. Review Regularly review and adjust your plan to ensure you stay on track. Follow this 7 step process for a bulletproof one page account plan that gets results
  13. 13. The account overview is a few sentences about your client, their priorities and what your plan hopes to achieve.
  14. 14. Account Manager Tips They are publicly listed company and with disappointing earnings the past two years have recently implemented an ambitious plan to trim $20m from indirect costs. A well-written summary will help others understand your plan and priorities more easily. Account Manager Tips develops packaging for the pharmaceutical industry and has been a client since 2008. The focus is primarily on cost avoidance and we have already partnered with them on several projects delivering savings in excess of $3m in the last 12 months. This year's account plan builds on those achievements with forecast savings of $5m. Warwick Brown is the Procurement Director and also executive sponsor of the plan.
  15. 15. Account Manager Tips They are publicly listed company and with disappointing earnings the past two years have recently implemented an ambitious plan to trim $20m from indirect costs. A well-written summary will help others understand your plan and priorities more easily. Account Manager Tips develops packaging for the pharmaceutical industry and has been a client since 2008. The focus is primarily on cost avoidance and we have already partnered with them on several projects delivering savings in excess of $3m in the last 12 months. This year's account plan builds on those achievements with forecast savings of $5m. Warwick Brown is the Procurement Director and also executive sponsor of the plan. What does your client do?
  16. 16. Account Manager Tips They are publicly listed company and with disappointing earnings the past two years have recently implemented an ambitious plan to trim $20m from indirect costs. A well-written summary will help others understand your plan and priorities more easily. Account Manager Tips develops packaging for the pharmaceutical industry and has been a client since 2008. The focus is primarily on cost avoidance and we have already partnered with them on several projects delivering savings in excess of $3m in the last 12 months. This year's account plan builds on those achievements with forecast savings of $5m. Warwick Brown is the Procurement Director and also executive sponsor of the plan. What’s their current state? Challenges? Opportunities?
  17. 17. Account Manager Tips They are publicly listed company and with disappointing earnings the past two years have recently implemented an ambitious plan to trim $20m from indirect costs. A well-written summary will help others understand your plan and priorities more easily. Account Manager Tips develops packaging for the pharmaceutical industry and has been a client since 2008. The focus is primarily on cost avoidance and we have already partnered with them on several projects delivering savings in excess of $3m in the last 12 months. This year's account plan builds on those achievements with forecast savings of $5m. Warwick Brown is the Procurement Director and also executive sponsor of the plan. What are their current priorities?
  18. 18. Account Manager Tips They are publicly listed company and with disappointing earnings the past two years have recently implemented an ambitious plan to trim $20m from indirect costs. A well-written summary will help others understand your plan and priorities more easily. Account Manager Tips develops packaging for the pharmaceutical industry and has been a client since 2008. The focus is primarily on cost avoidance and we have already partnered with them on several projects delivering savings in excess of $3m in the last 12 months. This year's account plan builds on those achievements with forecast savings of $5m. Warwick Brown is the Procurement Director and also executive sponsor of the plan. What does your plan intend to achieve?
  19. 19. Account Manager Tips20 Account Plans are FOR SHARING. Collaboration creates mutual value and success.
  20. 20. Final Goal 1 2 3 4 5 6 7 Account Overview Define all the important information about your client relevant to your account plan. Solution Identify the potential solutions that support your clients’ objectives. Objectives What does your client want to achieve and how will success be measured? Action Plan Decide a course of action and list the steps needed to achieve your goals. Change Management Evaluate the chances of success through Force Field Analysis. Implementation Agree actions, assign owners and due dates. Review Regularly review and adjust your plan to ensure you stay on track. Follow this 7 step process for a bulletproof one page account plan that gets results
  21. 21. Schedule time with your client to discuss their priorities and what they would like to achieve. Come prepared with a few ideas of your own about opportunities you’ve discovered.
  22. 22. 01 02 03 04 How have they tried to solve them? What solutions have they attempted in the past? Which ones worked and which didn’t – and why? 03 How will they measure success? What are the metrics that matter to your client? How will they report back to their stakeholders on progress? 04 What do they want to achieve? What are their priorities now and in the future. Think beyond what’s possible and what they would do if there were no obstacles. 01 What challenges do they face? What are the current issues they face? What is in the way of your client achieving their goals? 02 Grab 30 minutes with your point of contact and ask these 4 questions. This should give you enough information to create an awesome account plan.
  23. 23. COST REDUCTION EFFICIENCYCOST AVOIDANCE How can you achieve the same result but spend less? How can you reduce the time or steps involved? How can you improve results without spending more? SATISFACTION How can you improve quality or user satisfaction? Here are four of the best ways to measure success that will show an impact you can quantify with data. Choose those that are most important to your client.
  24. 24. COST REDUCTION EFFICIENCYCOST AVOIDANCE How can you achieve the same result but spend less? How can you reduce the time or steps involved? How can you improve results without spending more? SATISFACTION How can you improve quality or user satisfaction? Here are four of the best ways to measure success that will show an impact you can quantify with data. Choose those that are most important to your client.
  25. 25. COST REDUCTION EFFICIENCYCOST AVOIDANCE How can you achieve the same result but spend less? How can you reduce the time or steps involved? How can you improve results without spending more? SATISFACTION How can you improve quality or user satisfaction? Here are four of the best ways to measure success that will show an impact you can quantify with data. Choose those that are most important to your client.
  26. 26. COST REDUCTION EFFICIENCYCOST AVOIDANCE How can you achieve the same result but spend less? How can you reduce the time or steps involved? How can you improve results without spending more? SATISFACTION How can you improve quality or user satisfaction? Here are four of the best ways to measure success that will show an impact you can quantify with data. Choose those that are most important to your client.
  27. 27. COST REDUCTION EFFICIENCYCOST AVOIDANCE How can you achieve the same result but spend less? How can you reduce the time or steps involved? How can you improve results without spending more? SATISFACTION How can you improve quality or user satisfaction? Here are four of the best ways to measure success that will show an impact you can quantify with data. Choose those that are most important to your client.
  28. 28. Account Manager Tips29 The art of being wise is knowing what to overlook. - William James
  29. 29. Final Goal 1 2 3 4 5 6 7 Account Overview Define all the important information about your client relevant to your account plan. Solution Identify the potential solutions that support your clients’ objectives. Objectives What does your client want to achieve and how will success be measured? Action Plan Decide a course of action and list the steps needed to achieve your goals. Change Management Evaluate the chances of success through Force Field Analysis. Implementation Agree actions, assign owners and due dates. Review Regularly review and adjust your plan as new information as things change. Follow this 7 step process for a bulletproof one page account plan that gets results
  30. 30. Make a list of potential solutions. Ask yourself how do your products and services solve your clients’ problems and support their objectives? What other ideas do you have? Be generous with your advice. It doesn’t always need to be linked to a sale.
  31. 31. Think About It Be free with your advice. Remember you’re the expert!  How do your products and services solve your clients’ problems and support their objectives?  Is your client making the best use of them?  Are there other solutions they don’t have that would make an impact?  What would be the return on investment for your client if they used these?  From your experience, what other good advice can you give your client that’s NOT about selling them more stuff.
  32. 32. Final Goal 1 2 3 4 5 6 7 Account Overview Define all the important information about your client relevant to your account plan. Solution Identify the potential solutions that support your clients’ objectives. Objectives What does your client want to achieve and how will success be measured? Action Plan Decide a course of action and list the steps needed to achieve your goals. Change Management Evaluate the chances of success through Force Field Analysis. Implementation Agree actions, assign owners and due dates. Review Regularly review and adjust your plan to ensure you stay on track. Follow this 7 step process for a bulletproof one page account plan that gets results
  33. 33. Identify all the steps you need to take to achieve your objectives. List only the major initiatives and supplement your account plan with a project plan if necessary.
  34. 34. Account Manager Tips
  35. 35. Account Manager Tips36 Great acts are made up of small deeds - Lao Tzu
  36. 36. Final Goal 1 2 3 4 5 6 7 Account Overview Define all the important information about your client relevant to your account plan. Solution Identify the potential solutions that support your clients’ objectives. Objectives What does your client want to achieve and how will success be measured? Action Plan Decide a course of action and list the steps needed to achieve your goals. Change Management Evaluate the chances of success through Force Field Analysis. Implementation Agree actions, assign owners and due dates. Review Regularly review and adjust your plan to ensure you stay on track. Follow this 7 step process for a bulletproof one page account plan that gets results
  37. 37. Your plan won’t achieve success on it’s own. You need the support of many other stakeholders. But is it worth their time and energy? Will it inspire them to act?
  38. 38. Quality, Excellence & Trustworthiness Ternyata Austaralia adalah salah satu negara yang menyumbang sebagian besar coustemer berlangganan diperusahaan kami.Kurt Lewin’s Force Field Analysis is based on Newton’s law of gravity that for every action there is an equal and opposite reaction. For change to happen, the benefits of taking action should outweigh the risks of doing nothing.
  39. 39. Quality, Excellence & Trustworthiness Ternyata Austaralia adalah salah satu negara yang menyumbang sebagian besar coustemer berlangganan diperusahaan kami. Perusahaan juga perlu menanamkan image baik terhadap coustemer karena mampu menanam kepercayaan pelanggan erhadap perusahaan. Hari ini hari senin dan kita kembali bekerja untuk memenuhi kebutuhan hidup. Subtract the change is good score from the change is bad score. If it’s greater than zero, your account plan has a good chance of success. If it’s zero or less, your plan is likely to fail, unless you change a few things
  40. 40. Quality, Excellence & Trustworthiness Ternyata Austaralia adalah salah satu negara yang menyumbang sebagian besar coustemer berlangganan diperusahaan kami. Perusahaan juga perlu menanamkan image baik terhadap coustemer karena mampu menanam kepercayaan pelanggan erhadap perusahaan. Hari ini hari senin dan kita kembali bekerja untuk memenuhi kebutuhan hidup. Force Field Analysis Evaluate your plans chance of success with Kurt Lewin’s Force Field Analysis, based on Newton’s law of gravity that for every action, there is an equal and opposite reaction.  The benefits of taking action have to outweigh the risks of doing nothing.  From your plan, next to each action, create two columns o Why change is good o Why change is bad  Write down all the positive and negative consequences of each action.  Assign a strength score for each and total them up.  Change is good MINUS Change is bad = Score.  If the number is positive your plan has a good chance of success. If it’s zero or less, your plan is likely to fail unless you make some changes.
  41. 41. Account Manager Tips42 Coming together is a beginning. Keeping together is progress. Working together is success. - Henry Ford
  42. 42. Account Manager Tips43 Final Goal 1 2 3 4 5 6 7 Account Overview Define all the important information about your client relevant to your account plan. Solution Identify the potential solutions that support your clients’ objectives. Objectives What does your client want to achieve and how will success be measured? Action Plan Decide a course of action and list the steps needed to achieve your goals. Change Management Evaluate the chances of success through Force Field Analysis. Implementation Agree actions, assign owners and due dates. Review Regularly review and adjust your plan to ensure you stay on track. Follow this 7 step process for a bulletproof one page account plan that gets results
  43. 43. Assign owners for every action, set due dates and get final agreement from your point of contact to commit to the plan. Then make the magic happen.
  44. 44. GET IT IN WRITING “Please find attached our account plan for this quarter. Together we’ve developed a robust set of objectives which I’m confident will deliver real value to your business. I’m excited by these opportunities and delighted to be working with you on making them happen. Please reply confirming the plan meets with your approval and I’ll get started right away!” Circulate your plan to key stakeholders and seek their agreement to implement. It’ll make everyone accountable for the plan’s success, not just you.
  45. 45. Final Goal 1 2 3 4 5 6 7 Account Overview Define all the important information about your client relevant to your account plan. Solution Identify the potential solutions that support your clients’ objectives. Objectives What does your client want to achieve and how will success be measured? Action Plan Decide a course of action and list the steps needed to achieve your goals. Change Management Evaluate the chances of success through Force Field Analysis. Implementation Agree actions, assign owners and due dates. Review Regularly review and adjust your plan to ensure you stay on track. Follow this 7 step process for a bulletproof one page account plan that gets results.
  46. 46. Account Manager Tips Dedicate regular time to review your plan to ensure it’s on track and generating the results you expect. Remain agile and adjust as you learn new information or as new opportunities emerge.
  47. 47. 48 Review Frequency How often you review your plan will depend on the activities. Try this schedule to begin with and adapt as you learn what works best for you and your clients.  Bi-weekly. Email status update on current activities on your account plan.  Monthly. 30-minute account plan update call to your client (you may want to do this more often if you have a lot of objectives).  Quarterly. 1-hour progress report to your client. Include success to date, roadblocks, any unexpected events, new opportunities and decisions needed to move the plan forward.
  48. 48. Priority Action Owner Start Date End Date Status % Complete Notes High Monthly webinars. Warwick Brown 1-Apr 30-Apri 79% Great attendance with 300+ participants YTD. Medium Implement CSAT surveys. Warwick Brown 1-May 31-May 74% Medium Email campaign to improve survey response rates. Rachel Green 15-May 25-May 9% Draft campaign sent to Marketing and awaiting approval. Medium Review travel and expense policy. Warwick Brown 31-May 10-Jun 45% Low Create survey results dashboard. Warwick Brown 10-Jun 20-Jun 91% High Reduce domestic meal allowance. Warwick Brown 25-Jun 30-Jun 12% Low Review approval process for offline orders. Warwick Brown 1-Jul 10-Jul 81% Low Implement custom message to remind new users to validate details in their profile. Warwick Brown 15-Jul 19-Jul 49% Billing errors have reduced by 15% Keep track of the actions you’re taking and the progress your making. Review regularly with your client to stay aligned, remove roadblocks and recalibrate as required.  Successful quarter with major reduction in billing errors through more accurate profile data. Expect continued success in Q2 as SSO deployed and daily sync with HR systems.  User feedback surveys implemented though feedback is limited as communication campaign yet to be approved.  Savings YTD at $400k through improved efficiencies. Met with CFO to discuss success drivers. SUMMARY
  49. 49. TRANSACTION FEES trending reduced by 10% due to higher use of online channels USER EXPERIENCE has improved significantly with average likely to recommend score rising from 62% to 91% CUSTOMER ADVISORY BOARD Participation in CAB has led to specific development on profile management and integration with HR systems ANALYTICS Released customised dashboards to cost centre managers to improve visibility of their costs. Report production reduced by 3 hours a week. Write a summary of some of the good results your plan is delivering and circulate this to key stakeholders within your business and your clients organisation. It will motivate and inspire your teams and encourage greater participation in and commitment to your plan. HIGHLIGHTS Celebrate success. It’s important to share good news with key stakeholders and the wider business to promote the benefits of your partnership and prove you’re a strategic supplier.
  50. 50. Final Goal 1 2 3 4 5 6 7 Account Overview Define all the important information about your client relevant to your account plan. Solution Identify the potential solutions that support your clients’ objectives. Objectives What does your client want to achieve and how will success be measured? Action Plan Decide a course of action and list the steps needed to achieve your goals. Change Management Evaluate the chances of success through Force Field Analysis. Implementation Agree actions, assign owners and due dates. Review Regularly review and adjust your plan to ensure you stay on track. Follow this 7 step process for a bulletproof one page account plan that gets results
  51. 51. Account Manager Tips Start today.
  52. 52. Account Manager Tips53
  53. 53. Account Manager Tips54 54 #amtips #amtips #amtips AccountManager.tips Warwick Brown @warwickabrown

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