This document provides an overview and analysis of a customer account. It includes sections on the customer's profile, sales performance and forecasts, position in the value chain, key success factors, strengths and weaknesses compared to competitors, and an action plan to win or expand business with the customer. The profile section outlines basic identifying information about the customer and breakdowns of its total sales, sales by region and segment. Subsequent sections evaluate intelligence known and unknown about the account, current and projected sales, importance within the customer's value chain, critical success factors, the strengths and weaknesses of both the customer and competing suppliers, and recommended actions for improving the relationship and increasing sales.

1. Customer Profile
What do we know about this account?
Company Name
Mission Statement
Headquarters
Employees
Total Sales
Sales by Region
Sales by Segment

2. Customer Profile
What other intelligence do we have about this account?
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3. Customer Profile
What do we currently NOT know regarding this account?
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4. Our Current & Forecasted Sales
Actual/Forecasted Revenue
$16,000,000
2011
$14,000,000
$12,000,000
2010
$10,000,000
2009
$8,000,000
$6,000,000
2008
$4,000,000
2007
$2,000,000
2005 2006
$0
Year

5. Value Chain
Where do we fit into the value chain?
Us Customer Tier 1 OEM
• Enter Point 1 • Enter Point 1 • Enter Point 1 • Enter Point 1
• Enter Point 2 • Enter Point 2 • Enter Point 2 • Enter Point 2
• Enter Point 3 • Enter Point 3 • Enter Point 3 • Enter Point 3

6. Customer Key Success Factors
What activities/competencies are critical for customer success?
Key Success Factor #1
Enter a description of this key success factor.
KSF #1
Key Success Factor #2
Enter a description of this key success factor.
KSF #2
Key Success Factor #3
Enter a description of this key success factor.
KSF #3

7. Strengths & Weaknesses
What are our strengths & weaknesses vis-à-vis this account?
Strengths Weaknesses
1. Enter Strength #1 and provide description 1. Enter Weakness #1 and provide description
2. Enter Strength #2 and provide description 2. Enter Weakness #2 and provide description
3. Enter Strength #3 and provide description 3. Enter Weakness #3 and provide description

8. Key Competitors
Who is competing for the business on this account?
Competitor #1 Competitor #2 Competitor #3
Headquarters
Total Sales
Employees
Product Range
Geographic
Focus
Other Notes

9. Action Plan
What do we need to do to win/expand this account?
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