How to plan an Account Engagement

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Continuous Learning Journey
Account Engagement Planning
Customer Lifetime Value

2. Copyright © SAS Institute Inc. All rights reserved.
Account Engagement Planning
Alignment that facilitates an open and
actionable environment

3. Copyright © SAS Institute Inc. All rights reserved.
The Value of Account Planning
to SAS Customers…
A business and technology partner that
1. understands the customer’s goals, strategies, and initiatives
2. leverages that understanding to bring strategic thinking to the
conversation, identify creative and collaborative solutions to
deliver on their initiatives, providing sustained, measurable
value.

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The Value of Account Planning
to YOU and SAS…
1. Stronger relationships with key customers, based on
understanding and customer-centric approach
2. Higher win-rate, larger transactions
3. Increased revenue predictability and forecast confidence
4. Improved resource planning and utilization

5. 1.Growing revenue through better customer insight and alignment.
2.Compelling deeper account penetration and sustainable business
alignment.
3.Driving customer loyalty, resulting in retention, renewal, and
additional revenue opportunities.
4. Increasing revenue predictability and extending the forecast
horizon with an evergreen business plan with the customer.

6. Leading Practices

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Marketing
SAS Executive
Industry Consultants Alliances and Partners
Education
The Team – Core and Extended
Account Executive
Sales Manager
Consulting
Customer Success
Global Account
Manager
Business Value

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Learn, understand, and align to
customer’s goals, strategies,
and initiatives.
Establish and nurture trusted
relationships with executives and
influential 3rd parties.
Identify where and how a broader
and deeper SAS footprint would
create longer term customer value.
Develop and deliver value that
the customer finds meaningful
to their business.
Enhance collaboration between SAS,
partners and the customer as well as
amongst members of the sales team.

9. Deploy
Assess
Adjust
Determine
Accounts
Discover
Need
Create
Actionable
Steps
Employ a set of criteria to
determine which accounts
benefit from an Account
Engagement Plan.

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Deploy
Assess
Adjust
Determine
Accounts
Discover
Need
Create
Actionable
Steps
Collect External Information
Collect Internal Information
Identify the Issues
Analyze the Data

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External Internal Analyze the Data
• Customer web site (Investor
relation, Press releases)
• Analyst reports, news articles,
Executive interviews
• Other information available
through web search
• Client IQ from Finlistics
• OneView
• GIDB(Global Installation
Database)
• Business Value Team
• SAS Library
• Customer’s overall health
• How they approach their
own business
• How can SAS help

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Deploy
Assess
Adjust
Determine
Accounts
Discover
Need
Create
Actionable
Steps
Research and analysis help to
develop key actions. Some will
be short term while others may
be longer in duration.

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Deploy
Assess
Adjust
Determine
Accounts
Discover
Need
Create
Actionable
Steps
Deploy the plan incorporating the
specifics of your business and
share with your stakeholders.
Changes occur that will affect your
plan. Assess periodically. Adjust,
as necessary.

14. What they
want to
achieve
How they
think they can
do so
Who is
accountable
Who do they
listen to
What
relationships
do you have
How business
processes
supported
today
Brings Together Critical Information About Your Customer
Learn, understand and align to
customer’s goals, strategies and
initiatives
Enhance collaboration between SAS and the
customer and members of the SAS team
Develop and deliver value that
customers find meaningful to their
business
Identify where /how a broader and
deeper SAS footprint would create
longer term customer value
Establish and nurture trusted
relationships with executives
and influential 3rd parties

15. Copyright © SAS Institute Inc. All rights reserved.
� Determine the criteria to use to decide which accounts
benefit most from an Account Engagement Plan
� Select and notify your core team members and gain their
acceptance to participate
� Calendar time for the core team to discuss initial research,
formulate goals, key actions and next steps
� Update and deploy the Account Engagement Plan
� Schedule next team connect