Demandfarm provides flexible frameworks for key account management (KAM) that adapt to the diverse needs of various industries and accounts. It emphasizes the importance of a configurable approach over rigid methodologies, quantifying relationship health, and facilitating communication strategies through tools like the communication matrix and account analysis. The frameworks help identify growth opportunities while allowing for tailored strategies that reflect the unique dynamics of each account.

1. KAM Frameworks

2. All of them pretty much converge
to the following
Knowing the Account well
Account Plan for growth
Analytics and Governance
There are different methodologies developed by
various consultants, academicians and professionals
Strategic account planning is all about thinking
hard and making decisions that have a long-term impact

3. Therefore, we need a framework which brings the best
of both worlds that can be configured to different
industries and the respective accounts as well.
But, having a rigid framework is detrimental
since it takes away ‘human’ from
Key Account Planning.
On the other hand, leaving it only to
‘heroes’ will make institutionalisation of
KAM process impossible.
That’s where
DemandFarm
comes into play!

4. One methodology does not fit all!
KAM process in every company is different
from each other.
The needs of Companies varies. In
fact, each account is also treated
differently.
Therefore, rigid
methodology/process might not
work
DemandFarm brings flexible & configurable frameworks.Account Segmentation

5. DemandFarm
Frameworks

6. Account Segmentation
Quantify the relationship health for your accounts with
an Account health score.
Understand the relationship objectively and avoid unpleasant
surprises or unexpected setbacks
High
High
Low
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

7. Account Landscape
Where are we engaged today?
Where are the opportunities?
Where are the ‘whitespaces’ of growth?
Farming & mining growth?
Buyingcentres
Offerings

8. People
Get the hierarchy in your Key Accounts Organization.
Who are our Champions, Promotors, Detractors and so on...
Know the Influence people have on each other.
Who controls what budget

9. Gives understanding to account growth
Farming is opening new doors via new products or new buying
centers, whereas mining is digging for more revenue in
existing engagements.
Relationship quantification as well as customer satisfaction of
existing projects
FarMing Engine
5.21 22% -3%
Relationship Health Farming Effectiveness Mining Effectiveness
Target Achieved (Current FY ) 93.76% YoY Growth 10.05%

10. Communication Matrix
All meetings between client stakeholders and account team
are captured in this matrix.
Shows you the communication and interaction pattern over
the past 12 months.
The meeting matrix helps to account teams answer important
questions when planning a communication strategy for an
account
Also, get year wise verdict and know whether you’re in
‘Super touch’ or you need to work more on the volume of
meetings.

11. Competitor Analysis
Identify the strengths and weakness of the competitors
and accommodate planning and action for the same.
Get analysis on wallet share vs Customer spend.

12. Buying Centre 1
Buying Centre 2
Buying Centre 3
Buying Centre 4
Buying Centre 5
VoC My Strategy Support Specific Attribute Revenue Goal
Voice Of Customer

13. Revenue Goal setting
Country wise, Product wise
DemandFarm guides with last year no. current opportunities and last year no. to set the goal for planning year

14. Executive Analysis
Account Plans: Get all your Account plans at one place.
Relationship: Know power, affinity, and opportunities with the contacts
KAM Quadrant: Quantifying the overall relationship health for all
the accounts
Win-Loss: Accounts and Offerings that are won or lost
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.

15. 2018
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Stages of Relationship with
Key Accounts
Through DemandFarm Frameworks , Know what kind
of relationship you have with the account
Tactical
Relationship
Cooperative
Relationship
Interdependent
Relationship
Strategic
Relationship

16. DemandFarm
gives various frameworks and
provides skeleton that can be
configured to different needs of
different accounts and
industries.
The frameworks are also
configurable to accommodate
the terminology of the
customers.