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The lighter-side-of-account-planning

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… With comic strips like these …


When Key Account Teams in 2017 behave like it’s 1950
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The lighter-side-of-account-planning

  1. 1. THE LIGHTER SIDE OF THE ACCOUNT PLANNING SEASON TECHNOLOGY TO MANAGE GROW KEY ACCOUNTSAND
  2. 2. DISCLAIMER This Ebook and its contents are meant to be a fun, light-hearted look at various aspects of Key Account Management. No offence is meant or intended to any audience or reader.
  3. 3. or mere mortals, this time is all about Festivities, Family and Food. For Key Account Managers, it’s all about the Future. Year end is Annual Account Plan Season. It is about visualizing the future and building a plan to get there. It is, unfortunately, also about stress & anxiety. There’s many a slip between data, analysis, planning and execution. The business impact of getting this right - or wrong – cannot be overstated. This year, choose #PainFreeAccountPlanning. Just like DemandFarm Technology can take the pain out of Account Planning, this fun Ebook will give you a few moments of respite at a tough time of year. Even if you aren’t already using DemandFarm, you will still appreciate the irony. Have Fun! YEAR END...AND BEGINNING OF NEXT F 1
  4. 4. 2 he lighter side of…Collaboration… No KAM is an island, even though it sometimes feels like it. Navigating relationships, leveraging formal and informal af liations, getting buy-ins from internal stakeholders, sharing, collaborating, accountability… it can all be so much easier and effective with a little help from the right technology! #PainFreeAccountPlanning T
  5. 5. 12 7x 12 =5 79 12 xf 127 x12 =57 9 {79}35 12 7x 12 =5 79 Z Z Z OINK!O IN K! 12 xf 127 x12 =57 9 {79}35 1297 12 7x 12 =5 79 12 xf 127 x12 =57 9 {79}35 1297 I THINK HE USED TO DO BUSINESS WITH US. “WHEN KEY ACCOUNT TEAMS IN 2017 BEHAVE LIKE IT’S STILL 1950” AND JAKE, I NEED ALL THE NUMBERS - LAST 3 YEARS-FROM THIS CLIENTS OEM BUSINESS IN AFRICA – THINK WE CAN GET A PIECE OF THE PIE THERE.. KIM – YOU NEED TO TRACK DOWN THE THEN-VP WHO IS NOW HEADING BANKING IN EUROPE… SUMMER, IS THERE ANY WAY SIMON WILL TALK TO US? HE WAS THE KAM IN 2014.. BEFORE OUR SYSTEMS CRASHED… 3 FLING OINK!O IN K! FLING
  6. 6. he lighter side of…Data Management… KAMs aren’t robots, even though they are sometimes expected to be! Keeping track of data – spread across several versions, in several formats, on several devices, in multiple folders - shouldn’t be what keeps KAMs busy while building Annual Key Account Plans. #PainFreeAccountPlanning T 4
  7. 7. 5 “THIS IS YOUR LIST, AND THIS IS MINE. I’VE SPENT WEEKS PULLING NAMES FROM OUR CONTACTS,PARENTS.. I HAVEN’T EVEN STARTED ON ADDRESSES YET.. OH IT’S A NIGHTMARE… ”WHAT, AUNT LILA? OH NO..SHE HATES ME.. SHE WOULD NEVER COME.. FORGET IT..AND YOU MISSED OUT COUSIN RUDYFROM DC.. HE WOULD BE SO OFFENDED IF WE DIDN’T ASK HIM…” ’WELL, HOW WAS I TOKNOW! THERE HAS TO BE A SIMPLER WAY TO PLAN THIS WEDDING”! MAYBE I CAN USE MY DEMANDFARM ACCOUNT PLANNING MODULE TO HELP US! IT SURE MADE MY ANNUAL ACCOUNT PLANNING A BREEZE THIS YEAR!”
  8. 8. he lighter side of…Value Creation… Clients appreciate partnerships that help grow their business. Yes - even more than champagne and chocolates. Key Account Management has evolved from value delivery to value addition to value creation – what do your Account Plans target? #PainFreeAccountPlanning T 6
  9. 9. WHAT ARE WE DOING FOR OUR CUSTOMERS THIS HOLIDAY SEASON?? TO ALL 1500 OF THEM???WELL, I’M SENDING OUT CARDS AND CHOCOLATES. SHOULDN’T WE BE DOING SOMETHING SPECIAL FOR THEM? ABSOLUTELY BUT IT SAYS HERE THAT 100 OF THEM GIVE US 80% OF OUR BUSINESS.. “I ALREADY HAVE..I’VE GOT MY 2017 PLANS READY! AND I’M GOING TO HELP THEM GROW THEIR BUSINESS BY OVER 20% OR MORE THE NEXT FEW YEARS.. “THAT’S GREAT’’ 7
  10. 10. he lighter side of…Accountability… KAMs need to get people to do things. Preferably, willingly. Annual Plans need stakeholder buy-in, action, compliance and accountability. Annual Plans that let stakeholders know what is expected and tracks outcomes help KAMs reach goals more effectively. #PainFreeAccountPlanning T 8
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  12. 12. he lighter side of…Transformation… KAMs are expected to build lasting engagements when change is the only constant. You cannot control change around you but you can control the way you manage and grow your business. Winning KAMs don’t do things their way – they do things the best way. #PainFreeAccountPlanning T 10
  13. 13. 11 DENIAL WHO NEEDS PLANNING? I’VE BEEN MANAGING THIS ACCOUNT FOR YEARS- I KNOW EXACTLY WHAT I NEED TO DO ANGER WHY DO THESE HQ GUYS EXPECT US TO KEEP DOING THINGS THEIR WAY WHEN I’VE BEEN DOING IT MY WAY FOR YEARS? BARGAINING OK, MAYBE I CAN USE THIS TECHNOLOGY JUST TO MANAGE MY DATA, BUT STILL USE MY OWN PROCESSES AND METHODS DEPRESSION WHEN DID THIS CLIENT GROW SO BIG? THEY HAVE 25 BUYING UNITS IN 50 COUNTRIES, 3000 PEOPLE AND 6 VERTICALS.. HOW AM I EVER GOING TO KEEP TRACK OF ALL THIS? HEY JIM, COULD YOU MAKE ME A LOGIN FOR THAT DEMANDFARM APP YOU’VE BEEN USING? ACCEPTANCE THE ROUGH PATH TO STRATEGIC ACCOUNT PLANNING
  14. 14. rom planning to execution, DemandFarm technology takes your Key Accounts from complexity to clarity; status quo to growth. Without any extra investments, software or data entry. All from inside your existing CRM, with your existing data, integrated with your methodology. It’s so convenient and obvious, you’ll wonder why you aren’t already using it! Ready to experience #PainFreeAccountPlanning ? Sign Up and Create your Key Account Plan with DemandFarm now. F 12
  15. 15. TECHNOLOGY TO MANAGE GROW KEY ACCOUNTSANDwww.demandfarm.com

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