SlideShare a Scribd company logo
1 of 20
Download to read offline
Account Planning
Frameworks
Why frameworks are the way forward for successful KAM?
Table of Contents
• Introduction
• Problems with KAM
• Why Frameworks and Not methodologies/processes?
• KAM Frameworks
• Human + Machine
• Conclusion
www.demandfarm.com
Introduction
Key Account Management is OLD
It would not be incorrect to say that key account management is as
old and established as management itself. The last four decades
have seen strategic account management being driven by
methodologies. Not to forget the consultants, who always had their
‘way’ of doing key account management.
www.demandfarm.com
www.demandfarm.com
Introduction
Key Account Management is changing
The VUCA world is calling out for a ‘new’ form of key account
management. One that is agile and moves with market, technology
and social changes. Methodologies fail in providing the necessary
‘degrees of freedom.’ Frameworks could provide the answers.
www.demandfarm.com
Decentralised
DMUs
No value creation
by Managers
Negative Impact
of KAM
Standarization
Rigid Traditional
key account
management
Problems with KAM
www.demandfarm.com
Those days have gone when all the organizations had centralized
procurement units. Now with the influence of subscription economy, the
decision making is getting decentralized across the teams. Country
level/Department level/Functional level buying is happening. More
stakeholders are involved in the process that often salespeople end up
having no idea who is involved in decision process. As the sales process is
getting increasingly difficult with the expansion of DMUs in the
organizations, every account manager must need a new understanding of
the B2B sales process.
“The typical buying group for a complex B2B
solution involves six to 10 decision-makers”
-Gartner
Decentralised DMUs
Country level/Department level/Functional level buying is happening
www.demandfarm.com
Key account management is an art of offering value to the key accounts.
KAM must be an ever-evolving, cross-functional and multi-year journey for
an organization. Rather than rigid, an agile function is required because no
long term plans can be formulated in this ever changing market. For
organizations with a traditional rigid structure, the implementation of KAM
practice will be a complex undertaking. Account Managers must be
comfortable in experimenting and offering flexibility to impact customer
success and maintain a strong relationship with them.
Key account management is more of
an art than a "formula."
Traditional key account management is rigid
KAM must be an ever-evolving, cross-functional and multi-year journey
www.demandfarm.com
Key account managers are the people who build and nurture loyal, long-lasting
relationships with each of the high-value customers of an organization. A smart
key account manager should develop dynamic business intelligence to tackle this
evolving market. According to BTS, this is the "knowledge of how the drivers of
customer growth, profitability, and cash flow are changing, of how the customer’s
markets are changing, and of how the interrelationships within the customer’s
business are changing."Key account managers who fail in this, end up finding it
harder to create value to the customers. Every key account manager must focus on
relationship-based revenue and value-based selling.
Focus on relationship-based revenue and
value-based selling.
No value creation by Managers
Key account manager should develop dynamic business intelligence to tackle the evolving market
Standardizing the complete KAM process is not possible because no one size
fits all. It varies by industry, country and even organizations. For every key
account, it really matters for a difference in perspective, planning, and
execution. Every key account must be managed with unique compelling action
and a strategic vision. Standardization of KAM will negatively impact the key
accounts as understanding the client’s business and being flexible in aligning the
objectives, goals of KAM is really necessary. This flexibility can enable
unlocking new revenue potential in key accounts..
No one size fits all
Negative Impact of KAM Standardization
Every key account must be managed with unique compelling action and a strategic vision
www.demandfarm.com
3M
3M
3M
3M
12x
12x 12x
12x
12x
12x
A113
A
eneam
m
assa
Venenatis
vitae_
0
1
OOPS! OOPS!
SQR
SQR
A113
A113A113
12x
www.demandfarm.com
Methodologies had been the guiding factor for years in the industry. It has helped us with set of principles, tools
and practices to achieve our goals. But in the evolving world, the industry needs a super power with a loose
structure which can offer room for innovation and experimenting.
Say Hi to Frameworks!
Key account managers can focus on monitoring and making changes in the process rather than planning.
Rigid methodologies and processes might not work!
www.demandfarm.com
Why Frameworks and Not methodologies/processes?
Every key account needs a
unique approach.
They entail a flexible and configurable
framework based on their needs.
A Loose Framework with flexibility
is the key
www.demandfarm.com
Account Segmentation White Space Analysis Relationships Communication Matrix
Competition Analysis Value Co-creationMetrics
Read More
Read More Read More Read More
Read More Read More Read More
KAM Frameworks
1. Quantify the relationship health of your key accounts with an account health score
2. Understand the relationships objectively and avoid unpleasant surprise or unexpected setbacks
Account Segmentation
www.demandfarm.com
HighLow
High
Low
STATUS STRATEGIC
STREAMLINE STAR
Status : Maintain the
status quo
Streamline : Manage for
profitability
Strategic : Invest mindshare
and ensure profitability
Streamline : Invest time & money.
Need not be profitable yet.
Account Attractiveness
1. Where are we engaged today?
2. Where are the opportunities?
3. Where are the white spaces of growth?
4. Farming & Mining growth?
Buyingcentres
Offerings
www.demandfarm.com
White Space Analysis
1. Get the hierarchy in your key account organization
2. Understand who are your Champions, Promotors,
Distractors and so on.,
3. Know the influence people have on each other
4. Who controls what budget?
Relationships
www.demandfarm.com
Communication Matrix
www.demandfarm.com
1. All meetings between client stakeholders and account team are captured in
this matrix.
2. Shows you the communication and interaction pattern over the past 12
months.
3. The meeting matrix helps to account teams answer important questions
when planning a communication strategy for an account
4. Also, get year wise verdict and know whether you’re in ‘Super touch’ or
you need to work more on the volume of meetings.
1. Identify the strenghts and weakness of competitors
2. Get the analysis of Customer Spend vs Wallet share
Competition Analysis
www.demandfarm.com
1. Account Plans: Get all your account plans at one place.
2. Relationship: Know power, affinity, and opportunities with the
contacts.
3. KAM Quadrant: Quantifying the overall relationship health for all the
accounts.
4. Win-Loss: Accounts and Offerings that are won or lost.
Metrics
www.demandfarm.com
O
pportunities
Active Opportunities
What's your Pipeline today?
O
pportunities
Win/Loss Analysis
You win most, you lose some.
Engagem
ents
Engagements
What's happening with the
Opportunities you've won?
Accounts
Revenue Tracker
Show me the MONEY?
Accounts
Key Indicators
Metrics that matter for key
Account Management.
Accounts
Revenue at Risk
Roll up your sleeves, hustle!
Accounts
KAM Quadrant
How are your Key Accounts
positioned?
Contacts
Relationships
Who loves me, who doesn't?
Who controls the moolah?
O
fferings
Offering-wise Revenue
What is selling. What is not?
Plans
Planned Revenue
What the Boss man wants.
Equip Account Managers with High tech tools
Complex functions like KAM requires the
power of this Combo
Human + Machine
www.demandfarm.com
KAM - automated by robots is absurd
as the uniqueness of the accounts
require ‘human intellect’
Training your Account Managers
to be Supermen is not scalable
or sustainable.
Frameworks are the way forward to transform your
KEY ACCOUNT MANAGEMENT PROCESS.
Start your New KAM Journey Now!

More Related Content

What's hot

B2B Strategic Account Management - SAM
B2B Strategic Account Management - SAMB2B Strategic Account Management - SAM
B2B Strategic Account Management - SAMIan Dainty
 
Growing your business via strategic account management framework
Growing your business via strategic account management frameworkGrowing your business via strategic account management framework
Growing your business via strategic account management frameworkPiyush Poddar
 
12___key accounts management
12___key accounts management12___key accounts management
12___key accounts managementahmadUzair16
 
Key account management_plan
Key account management_planKey account management_plan
Key account management_plansalmanadamjee
 
SaaS Customer Success Framework: SignupLab's Growhow
SaaS Customer Success Framework: SignupLab's GrowhowSaaS Customer Success Framework: SignupLab's Growhow
SaaS Customer Success Framework: SignupLab's GrowhowKristian Tanninen
 
Account Management 101
Account Management 101Account Management 101
Account Management 101Edwin Irvanus
 
Driving Key Account Growth
Driving Key Account GrowthDriving Key Account Growth
Driving Key Account GrowthRichardson
 
Strategic Account Management (S.A.M.) Plans
Strategic Account Management (S.A.M.) PlansStrategic Account Management (S.A.M.) Plans
Strategic Account Management (S.A.M.) PlansCult Collective
 
The Customer Success Maturity Model | ClientSuccess
The Customer Success Maturity Model | ClientSuccessThe Customer Success Maturity Model | ClientSuccess
The Customer Success Maturity Model | ClientSuccessClientSuccess
 
The ultimate-blueprint-to-achieve-your-key-account-goals-in-2019-final
The ultimate-blueprint-to-achieve-your-key-account-goals-in-2019-finalThe ultimate-blueprint-to-achieve-your-key-account-goals-in-2019-final
The ultimate-blueprint-to-achieve-your-key-account-goals-in-2019-finalDemandFarm
 
Key Account frameworks
Key Account frameworks Key Account frameworks
Key Account frameworks DemandFarm
 
Masterclass key-account-management
Masterclass key-account-managementMasterclass key-account-management
Masterclass key-account-managementnirosuganya
 
Key Account management
Key Account managementKey Account management
Key Account managementSayan Ghosh
 
Account Management Roadmap
Account Management RoadmapAccount Management Roadmap
Account Management Roadmapbnemecek
 
What is Key Account Management
What is Key Account ManagementWhat is Key Account Management
What is Key Account ManagementSteve Williams
 
Account Based Sales for Key Account Growth
Account Based Sales for Key Account GrowthAccount Based Sales for Key Account Growth
Account Based Sales for Key Account GrowthRevegy, Inc.
 
How to measure your success as a Customer Success Manager
How to measure your success as a Customer Success ManagerHow to measure your success as a Customer Success Manager
How to measure your success as a Customer Success ManagerAmity
 

What's hot (20)

B2B Strategic Account Management - SAM
B2B Strategic Account Management - SAMB2B Strategic Account Management - SAM
B2B Strategic Account Management - SAM
 
Growing your business via strategic account management framework
Growing your business via strategic account management frameworkGrowing your business via strategic account management framework
Growing your business via strategic account management framework
 
Nine-Grid Key Account Management
Nine-Grid Key Account ManagementNine-Grid Key Account Management
Nine-Grid Key Account Management
 
12___key accounts management
12___key accounts management12___key accounts management
12___key accounts management
 
Key account management_plan
Key account management_planKey account management_plan
Key account management_plan
 
SaaS Customer Success Framework: SignupLab's Growhow
SaaS Customer Success Framework: SignupLab's GrowhowSaaS Customer Success Framework: SignupLab's Growhow
SaaS Customer Success Framework: SignupLab's Growhow
 
Account Management 101
Account Management 101Account Management 101
Account Management 101
 
Driving Key Account Growth
Driving Key Account GrowthDriving Key Account Growth
Driving Key Account Growth
 
Key Account Management
Key Account ManagementKey Account Management
Key Account Management
 
Strategic Account Management (S.A.M.) Plans
Strategic Account Management (S.A.M.) PlansStrategic Account Management (S.A.M.) Plans
Strategic Account Management (S.A.M.) Plans
 
The Customer Success Maturity Model | ClientSuccess
The Customer Success Maturity Model | ClientSuccessThe Customer Success Maturity Model | ClientSuccess
The Customer Success Maturity Model | ClientSuccess
 
Account planning.pptx
Account planning.pptxAccount planning.pptx
Account planning.pptx
 
The ultimate-blueprint-to-achieve-your-key-account-goals-in-2019-final
The ultimate-blueprint-to-achieve-your-key-account-goals-in-2019-finalThe ultimate-blueprint-to-achieve-your-key-account-goals-in-2019-final
The ultimate-blueprint-to-achieve-your-key-account-goals-in-2019-final
 
Key Account frameworks
Key Account frameworks Key Account frameworks
Key Account frameworks
 
Masterclass key-account-management
Masterclass key-account-managementMasterclass key-account-management
Masterclass key-account-management
 
Key Account management
Key Account managementKey Account management
Key Account management
 
Account Management Roadmap
Account Management RoadmapAccount Management Roadmap
Account Management Roadmap
 
What is Key Account Management
What is Key Account ManagementWhat is Key Account Management
What is Key Account Management
 
Account Based Sales for Key Account Growth
Account Based Sales for Key Account GrowthAccount Based Sales for Key Account Growth
Account Based Sales for Key Account Growth
 
How to measure your success as a Customer Success Manager
How to measure your success as a Customer Success ManagerHow to measure your success as a Customer Success Manager
How to measure your success as a Customer Success Manager
 

Similar to Account planning frameworks

to study customer relationship management towards pooja industries.pvt.ltd, ...
to study customer relationship management towards  pooja industries.pvt.ltd, ...to study customer relationship management towards  pooja industries.pvt.ltd, ...
to study customer relationship management towards pooja industries.pvt.ltd, ...SaurabhShete11
 
Kam leaders-Interviews
Kam leaders-InterviewsKam leaders-Interviews
Kam leaders-InterviewsDemandFarm
 
Key Account Managemenet.pptx
Key Account Managemenet.pptxKey Account Managemenet.pptx
Key Account Managemenet.pptxNAMI TAHERI
 
CRM Strategy Planning.pptx
CRM Strategy Planning.pptxCRM Strategy Planning.pptx
CRM Strategy Planning.pptxDeepanshSharma23
 
Marketing Operations: MObilizing Marketing For A Web 2.0 World
Marketing Operations: MObilizing Marketing For A Web 2.0 WorldMarketing Operations: MObilizing Marketing For A Web 2.0 World
Marketing Operations: MObilizing Marketing For A Web 2.0 WorldClearAction
 
Cegos Benchmark For Effective Kam In The 21st Century D Fleiter 2011 07 23
Cegos   Benchmark For Effective Kam In The 21st Century D  Fleiter 2011 07 23Cegos   Benchmark For Effective Kam In The 21st Century D  Fleiter 2011 07 23
Cegos Benchmark For Effective Kam In The 21st Century D Fleiter 2011 07 23DieterFleiter
 
KEY ACCOUNT MARKETING IMPROVEMENT
KEY ACCOUNT MARKETING IMPROVEMENTKEY ACCOUNT MARKETING IMPROVEMENT
KEY ACCOUNT MARKETING IMPROVEMENTMOSES IRHOZA
 
Everything Guide to Choosing the Right CRM
Everything Guide to Choosing the Right CRMEverything Guide to Choosing the Right CRM
Everything Guide to Choosing the Right CRMScott Voss
 

Similar to Account planning frameworks (20)

to study customer relationship management towards pooja industries.pvt.ltd, ...
to study customer relationship management towards  pooja industries.pvt.ltd, ...to study customer relationship management towards  pooja industries.pvt.ltd, ...
to study customer relationship management towards pooja industries.pvt.ltd, ...
 
Kam leaders-Interviews
Kam leaders-InterviewsKam leaders-Interviews
Kam leaders-Interviews
 
Key Account Managemenet.pptx
Key Account Managemenet.pptxKey Account Managemenet.pptx
Key Account Managemenet.pptx
 
CRM Strategy Planning.pptx
CRM Strategy Planning.pptxCRM Strategy Planning.pptx
CRM Strategy Planning.pptx
 
Keys to Success
Keys to SuccessKeys to Success
Keys to Success
 
Marketing Operations: MObilizing Marketing For A Web 2.0 World
Marketing Operations: MObilizing Marketing For A Web 2.0 WorldMarketing Operations: MObilizing Marketing For A Web 2.0 World
Marketing Operations: MObilizing Marketing For A Web 2.0 World
 
Strategic KAM
Strategic KAMStrategic KAM
Strategic KAM
 
document
documentdocument
document
 
CRM
CRMCRM
CRM
 
Cegos Benchmark For Effective Kam In The 21st Century D Fleiter 2011 07 23
Cegos   Benchmark For Effective Kam In The 21st Century D  Fleiter 2011 07 23Cegos   Benchmark For Effective Kam In The 21st Century D  Fleiter 2011 07 23
Cegos Benchmark For Effective Kam In The 21st Century D Fleiter 2011 07 23
 
Vicki or
Vicki  orVicki  or
Vicki or
 
Ibm crm
Ibm crmIbm crm
Ibm crm
 
Ibm crm
Ibm crmIbm crm
Ibm crm
 
Reaptransform
ReaptransformReaptransform
Reaptransform
 
KEY ACCOUNT MARKETING IMPROVEMENT
KEY ACCOUNT MARKETING IMPROVEMENTKEY ACCOUNT MARKETING IMPROVEMENT
KEY ACCOUNT MARKETING IMPROVEMENT
 
Everything Guide to Choosing the Right CRM
Everything Guide to Choosing the Right CRMEverything Guide to Choosing the Right CRM
Everything Guide to Choosing the Right CRM
 
Crm ppt
Crm pptCrm ppt
Crm ppt
 
Crm
CrmCrm
Crm
 
enParadigm Case Study - Reliance Capital AM
enParadigm Case Study - Reliance Capital AMenParadigm Case Study - Reliance Capital AM
enParadigm Case Study - Reliance Capital AM
 
Crm 1
Crm 1Crm 1
Crm 1
 

More from DemandFarm

Key-account-management-journey
Key-account-management-journeyKey-account-management-journey
Key-account-management-journeyDemandFarm
 
Demystifying marketing-clouds
Demystifying marketing-cloudsDemystifying marketing-clouds
Demystifying marketing-cloudsDemandFarm
 
When data-overwhelms
When data-overwhelms When data-overwhelms
When data-overwhelms DemandFarm
 
How KAM Enablement will change the game in 2017
How KAM Enablement will change the game in 2017How KAM Enablement will change the game in 2017
How KAM Enablement will change the game in 2017DemandFarm
 
Key Account Management -bot : Your Account Planning Assistant
Key Account Management -bot : Your Account Planning AssistantKey Account Management -bot : Your Account Planning Assistant
Key Account Management -bot : Your Account Planning AssistantDemandFarm
 
E book no-org-chart-no-kam-34
E book no-org-chart-no-kam-34E book no-org-chart-no-kam-34
E book no-org-chart-no-kam-34DemandFarm
 
Say hello-to-dreamforce-2k18
Say hello-to-dreamforce-2k18Say hello-to-dreamforce-2k18
Say hello-to-dreamforce-2k18DemandFarm
 
Is the-future-of-sales-ops-as-successful-process-innovators
Is the-future-of-sales-ops-as-successful-process-innovatorsIs the-future-of-sales-ops-as-successful-process-innovators
Is the-future-of-sales-ops-as-successful-process-innovatorsDemandFarm
 

More from DemandFarm (8)

Key-account-management-journey
Key-account-management-journeyKey-account-management-journey
Key-account-management-journey
 
Demystifying marketing-clouds
Demystifying marketing-cloudsDemystifying marketing-clouds
Demystifying marketing-clouds
 
When data-overwhelms
When data-overwhelms When data-overwhelms
When data-overwhelms
 
How KAM Enablement will change the game in 2017
How KAM Enablement will change the game in 2017How KAM Enablement will change the game in 2017
How KAM Enablement will change the game in 2017
 
Key Account Management -bot : Your Account Planning Assistant
Key Account Management -bot : Your Account Planning AssistantKey Account Management -bot : Your Account Planning Assistant
Key Account Management -bot : Your Account Planning Assistant
 
E book no-org-chart-no-kam-34
E book no-org-chart-no-kam-34E book no-org-chart-no-kam-34
E book no-org-chart-no-kam-34
 
Say hello-to-dreamforce-2k18
Say hello-to-dreamforce-2k18Say hello-to-dreamforce-2k18
Say hello-to-dreamforce-2k18
 
Is the-future-of-sales-ops-as-successful-process-innovators
Is the-future-of-sales-ops-as-successful-process-innovatorsIs the-future-of-sales-ops-as-successful-process-innovators
Is the-future-of-sales-ops-as-successful-process-innovators
 

Account planning frameworks

  • 1. Account Planning Frameworks Why frameworks are the way forward for successful KAM?
  • 2. Table of Contents • Introduction • Problems with KAM • Why Frameworks and Not methodologies/processes? • KAM Frameworks • Human + Machine • Conclusion www.demandfarm.com
  • 3. Introduction Key Account Management is OLD It would not be incorrect to say that key account management is as old and established as management itself. The last four decades have seen strategic account management being driven by methodologies. Not to forget the consultants, who always had their ‘way’ of doing key account management. www.demandfarm.com
  • 4. www.demandfarm.com Introduction Key Account Management is changing The VUCA world is calling out for a ‘new’ form of key account management. One that is agile and moves with market, technology and social changes. Methodologies fail in providing the necessary ‘degrees of freedom.’ Frameworks could provide the answers.
  • 5. www.demandfarm.com Decentralised DMUs No value creation by Managers Negative Impact of KAM Standarization Rigid Traditional key account management Problems with KAM
  • 6. www.demandfarm.com Those days have gone when all the organizations had centralized procurement units. Now with the influence of subscription economy, the decision making is getting decentralized across the teams. Country level/Department level/Functional level buying is happening. More stakeholders are involved in the process that often salespeople end up having no idea who is involved in decision process. As the sales process is getting increasingly difficult with the expansion of DMUs in the organizations, every account manager must need a new understanding of the B2B sales process. “The typical buying group for a complex B2B solution involves six to 10 decision-makers” -Gartner Decentralised DMUs Country level/Department level/Functional level buying is happening
  • 7. www.demandfarm.com Key account management is an art of offering value to the key accounts. KAM must be an ever-evolving, cross-functional and multi-year journey for an organization. Rather than rigid, an agile function is required because no long term plans can be formulated in this ever changing market. For organizations with a traditional rigid structure, the implementation of KAM practice will be a complex undertaking. Account Managers must be comfortable in experimenting and offering flexibility to impact customer success and maintain a strong relationship with them. Key account management is more of an art than a "formula." Traditional key account management is rigid KAM must be an ever-evolving, cross-functional and multi-year journey
  • 8. www.demandfarm.com Key account managers are the people who build and nurture loyal, long-lasting relationships with each of the high-value customers of an organization. A smart key account manager should develop dynamic business intelligence to tackle this evolving market. According to BTS, this is the "knowledge of how the drivers of customer growth, profitability, and cash flow are changing, of how the customer’s markets are changing, and of how the interrelationships within the customer’s business are changing."Key account managers who fail in this, end up finding it harder to create value to the customers. Every key account manager must focus on relationship-based revenue and value-based selling. Focus on relationship-based revenue and value-based selling. No value creation by Managers Key account manager should develop dynamic business intelligence to tackle the evolving market
  • 9. Standardizing the complete KAM process is not possible because no one size fits all. It varies by industry, country and even organizations. For every key account, it really matters for a difference in perspective, planning, and execution. Every key account must be managed with unique compelling action and a strategic vision. Standardization of KAM will negatively impact the key accounts as understanding the client’s business and being flexible in aligning the objectives, goals of KAM is really necessary. This flexibility can enable unlocking new revenue potential in key accounts.. No one size fits all Negative Impact of KAM Standardization Every key account must be managed with unique compelling action and a strategic vision www.demandfarm.com
  • 10. 3M 3M 3M 3M 12x 12x 12x 12x 12x 12x A113 A eneam m assa Venenatis vitae_ 0 1 OOPS! OOPS! SQR SQR A113 A113A113 12x www.demandfarm.com Methodologies had been the guiding factor for years in the industry. It has helped us with set of principles, tools and practices to achieve our goals. But in the evolving world, the industry needs a super power with a loose structure which can offer room for innovation and experimenting. Say Hi to Frameworks!
  • 11. Key account managers can focus on monitoring and making changes in the process rather than planning. Rigid methodologies and processes might not work! www.demandfarm.com Why Frameworks and Not methodologies/processes? Every key account needs a unique approach. They entail a flexible and configurable framework based on their needs. A Loose Framework with flexibility is the key
  • 12. www.demandfarm.com Account Segmentation White Space Analysis Relationships Communication Matrix Competition Analysis Value Co-creationMetrics Read More Read More Read More Read More Read More Read More Read More KAM Frameworks
  • 13. 1. Quantify the relationship health of your key accounts with an account health score 2. Understand the relationships objectively and avoid unpleasant surprise or unexpected setbacks Account Segmentation www.demandfarm.com HighLow High Low STATUS STRATEGIC STREAMLINE STAR Status : Maintain the status quo Streamline : Manage for profitability Strategic : Invest mindshare and ensure profitability Streamline : Invest time & money. Need not be profitable yet. Account Attractiveness
  • 14. 1. Where are we engaged today? 2. Where are the opportunities? 3. Where are the white spaces of growth? 4. Farming & Mining growth? Buyingcentres Offerings www.demandfarm.com White Space Analysis
  • 15. 1. Get the hierarchy in your key account organization 2. Understand who are your Champions, Promotors, Distractors and so on., 3. Know the influence people have on each other 4. Who controls what budget? Relationships www.demandfarm.com
  • 16. Communication Matrix www.demandfarm.com 1. All meetings between client stakeholders and account team are captured in this matrix. 2. Shows you the communication and interaction pattern over the past 12 months. 3. The meeting matrix helps to account teams answer important questions when planning a communication strategy for an account 4. Also, get year wise verdict and know whether you’re in ‘Super touch’ or you need to work more on the volume of meetings.
  • 17. 1. Identify the strenghts and weakness of competitors 2. Get the analysis of Customer Spend vs Wallet share Competition Analysis www.demandfarm.com
  • 18. 1. Account Plans: Get all your account plans at one place. 2. Relationship: Know power, affinity, and opportunities with the contacts. 3. KAM Quadrant: Quantifying the overall relationship health for all the accounts. 4. Win-Loss: Accounts and Offerings that are won or lost. Metrics www.demandfarm.com O pportunities Active Opportunities What's your Pipeline today? O pportunities Win/Loss Analysis You win most, you lose some. Engagem ents Engagements What's happening with the Opportunities you've won? Accounts Revenue Tracker Show me the MONEY? Accounts Key Indicators Metrics that matter for key Account Management. Accounts Revenue at Risk Roll up your sleeves, hustle! Accounts KAM Quadrant How are your Key Accounts positioned? Contacts Relationships Who loves me, who doesn't? Who controls the moolah? O fferings Offering-wise Revenue What is selling. What is not? Plans Planned Revenue What the Boss man wants.
  • 19. Equip Account Managers with High tech tools Complex functions like KAM requires the power of this Combo Human + Machine www.demandfarm.com KAM - automated by robots is absurd as the uniqueness of the accounts require ‘human intellect’ Training your Account Managers to be Supermen is not scalable or sustainable.
  • 20. Frameworks are the way forward to transform your KEY ACCOUNT MANAGEMENT PROCESS. Start your New KAM Journey Now!