key account management
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Key Account Key Account ManagementManagement
Marketing and Sales ExcellenceMarketing and Sales Excellence
Team mission :Team mission :
Deliver “World class “ Key Account & Territory ManagementDeliver “World class “ Key Account & Territory Management
Operating model relationship Operating model relationship overviewoverview
VisitsVisits InternetInternet Phone/FaxPhone/Fax
Trade ShowsTrade Shows PublicationsPublications Promotion Promotion
MaterialMaterial
CustomerCustomer PartnerPartnerss
DistributDistributionion
MarketMarketFactorsFactors
GovernmeGovernmentnt
CompetitiCompetitionon
Key Account Key Account ManagerManager
AnalyzeAnalyzeAccounAccoun
tt
SetSetObjectivObjectiv
eses
PlanPlanstrategystrategy
Take Take actionaction
ReviewReviewAccountAccount
SupplySupplyChainChain
FinanceFinance
HumanHumanResourceResource
ss
MarketinMarketingg ProductProduct
MgmtMgmtSalesSalesMgmtMgmt
TerritoryTerritoryMgmtMgmt
BizDevBizDev RegionalRegionalMgmtMgmt
SalesSalesSupportSupport
TechnicaTechnicall
SupportSupport
GeneralGeneralMgmtMgmt
ProductProductDevelopmenDevelopmen
tt
MarketMarketResearchResearch
A model for identifying and rolling-up Key A model for identifying and rolling-up Key AccountsAccounts
Global Key AccountsGlobal Key Accounts
National Key AccountsNational Key Accounts
Regional Key AccountsRegional Key Accounts
Territory Key AccountsTerritory Key Accounts
Key Account ManagementKey Account Management
Process diagramsProcess diagrams
ObjectiveObjective
The principle objective Key Account Management is to The principle objective Key Account Management is to provide the following benefits to the Sales Organization provide the following benefits to the Sales Organization
and customer…..and customer…..
MARKETING AND SALESMARKETING AND SALES
Improved customer insightImproved customer insight Understanding of customer Understanding of customer
needsneeds Understanding of usage patternsUnderstanding of usage patterns Better product knowledge Better product knowledge Better access to marketing and Better access to marketing and
material material Better competitor informationBetter competitor information Improved performance Improved performance
informationinformation Measurable goalsMeasurable goals Link between Business Plan Link between Business Plan
strategy and customer strategystrategy and customer strategy
CUSTOMERCUSTOMER
Better product informationBetter product information Better information on servicesBetter information on services Better understanding of Better understanding of
reimbursementreimbursement Better product benefits Better product benefits
knowledgeknowledge Ability to raise individual Ability to raise individual
profileprofile Increased end usersIncreased end users Provide resource inputProvide resource input
Process overview Process overview Level 1 Level 1
1Analyze & Classify
Customers
2Key Account Management
3Territory Management
4Customers
5KAM Management and Administration
1-Analyze and Classify Customers
1-Analyze and Classify Customers 1-Analyze and Classify Customers Level 2 Level 2
1.1 1.1 Identify/adIdentify/ad
ddCustomer/Customer/
ModifyModify
1.21.2Analyze Analyze CustomeCustome
rrDetailsDetails
1.31.3SegmentSegmentCustomeCustome
rsrs
1.41.4ValidateValidate
1.51.5Identify Identify
Key Key AccountsAccounts
KA?KA?
3.33.3ReviewReview
PerformaPerformancence
2.12.1Profile Profile
AccountAccount
Non KAsNon KAs
3.13.1Plan CallPlan CallActivityActivity
KA?KA?
1.1 - Identify/Add Customer 1.1 - Identify/Add Customer Level 3 Level 3
1.1.11.1.1CollectCollect
InformationInformationAdd?Add?
1.2.11.2.1Enter dataEnter data
1.1.21.1.2Review Review
InformationInformation
1.1.31.1.3ClassifyClassify
TypeType
1.1.41.1.4DetermineDetermine
Whether to Whether to addadd
1.1.51.1.5ManagemeManageme
ntntConfirmatioConfirmatio
nn
YesYes
NoNo
RejectRejectCustomeCustome
rr
1.1 1.1 Identify/adIdentify/ad
ddCustomer/Customer/
ModifyModify
1.21.2Analyze Analyze CustomeCustome
rrDetailsDetails
1.31.3SegmentSegmentCustomeCustome
rsrs
1.41.4ValidateValidate
1.51.5Identify Identify
Key Key AccountsAccounts
1.2 – Analyze Customer 1.2 – Analyze Customer Level 3 Level 3
1.1.41.1.4DeterminDetermin
eewhetherwhetherto addto add
1.3.1 1.3.1 Establish Establish
segmentationsegmentation
3.3.63.3.6ChangeChangeProcess/Process/
PlansPlans
1.1 1.1 Identify/addIdentify/addCustomer/Customer/
ModifyModify
1.31.3SegmentSegment
CustomersCustomers
1.51.5Identify Key Identify Key
AccountsAccounts
1.3 – Segment Customer 1.3 – Segment Customer Level 3 Level 3
1.2.51.2.5Confirm CustomerConfirm CustomerNeeds/ObjectiveNeeds/Objective
1.4.1 1.4.1 Confirm levels of Confirm levels of
validationvalidation
1.4.41.4.4Reassign Reassign
customerscustomersand reviewand review
segmentation segmentation processprocess
1.4.1 1.4.1 Confirm Confirm SegmentSegment
PopulationPopulation
1.4.31.4.3Validate Validate
segmentationsegmentationdecisionsdecisions
1.4.41.4.4Reassign Reassign
customerscustomersand reviewand review
1.4 – Validate 1.4 – Validate Level 3 Level 3
1.3.41.3.4Assign customersAssign customers
to segmentsto segments
1.5.1 1.5.1 Confirm KA Selection Confirm KA Selection
CriteriaCriteria
1.4.41.4.4Reassign Reassign
customerscustomersand reviewand review
segmentation segmentation processprocess
1.3.11.3.1Confirm segmentConfirm segment
criteriacriteria
2.1.1 2.1.1 Develop/updaDevelop/upda
teteAccount Account profileprofile
2.1.22.1.2Assess Assess
PositionPosition
2.1.32.1.3Re-evaluate Re-evaluate
account account ClassificationClassification
2.1.42.1.4Complete Complete account account profileprofile
2.1 – Analyze Account 2.1 – Analyze Account Level 3 Level 3
2.2.12.2.1Define account Define account
strategystrategy
1.5.41.5.4Validate Selection and Validate Selection and
CriteriaCriteria
OutputOutput
Business overview of the customerBusiness overview of the customer Understanding of key players and Understanding of key players and
relationshipsrelationships Map of influencersMap of influencers Review of relationship history and Review of relationship history and
performance of the customerperformance of the customer
InputInput
General information on the account General information on the account
Account history Account history Share of customerShare of customer Profitability Profitability Spending and service requirementsSpending and service requirements Past account plansPast account plans Product performanceProduct performance IssuesIssues Service effortService effort
Classification criteriaClassification criteria
2.1.1 2.1.1 Develop/updaDevelop/upda
teteAccount Account profileprofile
2.1.22.1.2Assess Assess
PositionPosition
2.1.32.1.3Re-evaluate Re-evaluate
account account ClassificationClassification
2.1.42.1.4Complete Complete account account profileprofile
2.1 – Analyze Account 2.1 – Analyze Account Level 3 Level 3
2.2.12.2.1Define account Define account
strategystrategy
1.5.41.5.4Validate Selection and Validate Selection and
CriteriaCriteria
OutputOutput
Business overview of the customerBusiness overview of the customer Understanding of key players and Understanding of key players and
relationshipsrelationships Map of influencersMap of influencers Review of relationship history and Review of relationship history and
performance of the customerperformance of the customer
InputInput
General information on the account General information on the account
Account history Account history Share of customerShare of customer Profitability Profitability Spending and service requirementsSpending and service requirements Past account plansPast account plans Product performanceProduct performance IssuesIssues Service effortService effort
Classification criteriaClassification criteria
2.1 – Analyze Account 2.1 – Analyze Account Level 3 Level 3
1.5.41.5.4Validate Selection and Validate Selection and
CriteriaCriteria
2.1.1 2.1.1 Develop/updaDevelop/upda
teteAccount Account profileprofile
2.1.22.1.2Assess Assess
PositionPosition
2.1.32.1.3Re-evaluate Re-evaluate
account account ClassificationClassification
2.1.42.1.4Complete Complete account account profileprofile
2.2.12.2.1Define Define
account account strategystrategy
Develop and Develop and maintain maintain account profilesaccount profiles
Identify process Identify process for product for product approvalapproval
Access account’s Access account’s potential/financipotential/financial viabilityal viability
Establish Establish prospect prospect segment/prioritysegment/priority
Identify account’s Identify account’s current situationcurrent situation
Identify benefits Identify benefits of offering to of offering to meet need/ meet need/ Opportunities Opportunities
Rank customers by order of importance, segmentationRank customers by order of importance, segmentation Develop a map to guide networkingDevelop a map to guide networking Consider account’s influence/ reputationConsider account’s influence/ reputation Be familiar with account’s businessBe familiar with account’s business Estimate account’s expenditures and constraintsEstimate account’s expenditures and constraints Consider account’s buying historyConsider account’s buying history Determine account’s buying cycleDetermine account’s buying cycle Identify influences/decision makersIdentify influences/decision makers Identify prospect by product line/ treatment modality; 3Identify prospect by product line/ treatment modality; 3 rdrd party party
informationinformation Conduct needs assessmentConduct needs assessment Identify, probe, qualify needs/ concerns Identify, probe, qualify needs/ concerns Seek alternate source of information on the accountSeek alternate source of information on the account
2.2.12.2.1Define account Define account
strategystrategy
2.2.22.2.2Set account Set account
goalsgoals
2.2.32.2.3Establish Establish account account
objectivesobjectives
2.2 – Set account objectives 2.2 – Set account objectives Level 3 Level 3
2.3.12.3.1Develop action planDevelop action plan
2.1.42.1.4Complete account Complete account
profileprofile
OutputOutput
Customer strategyCustomer strategy Long – medium – short termLong – medium – short term Customer teamCustomer team
InputInput
Account profileAccount profile Company/Business Unit strategyCompany/Business Unit strategy Financial targetsFinancial targets
2.2.12.2.1Define account Define account
strategystrategy
2.2.22.2.2Set account Set account
goalsgoals
2.2.32.2.3Establish Establish account account
objectivesobjectives
2.2 – Set account objectives 2.2 – Set account objectives Level 3 Level 3
2.3.12.3.1Develop action Develop action
planplan
2.1.42.1.4Complete account Complete account
profileprofile
Define end users Define end users of product and of product and servicesservices
Establish selling Establish selling goalsgoals
Identify growth Identify growth opportunitiesopportunities
Identify specific Identify specific product product opportunitiesopportunities
Look for long Look for long range range opportunitiesopportunities
2.1.1 2.1.1 Develop/updaDevelop/upda
teteAccount Account profileprofile
2.1.22.1.2Assess Assess
PositionPosition
2.1.32.1.3Re-evaluate Re-evaluate
account account ClassificationClassification
2.1.42.1.4Complete Complete account account profileprofile
2.2.32.2.3Establish account Establish account
objectivesobjectives
OutputOutput
Account plan including actions, Account plan including actions, resources, responsibilities, resources, responsibilities, timelines, quantitative and timelines, quantitative and qualitative targets and progress qualitative targets and progress measurements for the next measurements for the next period.period.
Key account portfolio Key account portfolio consolidatedconsolidated
InputInput
Opportunities identifiedOpportunities identified Account objectivesAccount objectives Product and service offeringsProduct and service offerings Customer needsCustomer needs Critical success factorsCritical success factors Competitive positionCompetitive position
2.3 – Create Account plan 2.3 – Create Account plan Level 3 Level 3
2.4.12.4.1Execute planExecute plan
2.1.1 2.1.1 Develop/updaDevelop/upda
teteAccount Account profileprofile
2.1.22.1.2Assess Assess
PositionPosition
2.1.32.1.3Re-evaluate Re-evaluate
account account ClassificationClassification
2.1.42.1.4Complete Complete account account profileprofile
2.2.32.2.3Establish account Establish account
objectivesobjectives
2.3 – Create Account plan 2.3 – Create Account plan Level 3 Level 3
2.4.12.4.1Execute Execute
planplan Design call cycle (day, week, month)Design call cycle (day, week, month) Select appropriate contact methodSelect appropriate contact method Build a regional action planBuild a regional action plan Add customer to call cycleAdd customer to call cycle Strategic process and position Strategic process and position
productproduct
Communicate Communicate sales approach sales approach to teamto team
Identify growth Identify growth opportunitiesopportunities
Identify specific Identify specific product opportunities product opportunities
Integrate Integrate marketing marketing strategy/conceptstrategy/concept
2.4.12.4.1Execute action Execute action
planplan
2.4.22.4.2Identify new Identify new opportunitiesopportunities
2.4.32.4.3Modify Modify
account planaccount plan
2.4 – Execute Account Plan 2.4 – Execute Account Plan Level 3 Level 3
2.5.12.5.1Measure performanceMeasure performance
2.3.42.3.4Finalize & approve Finalize & approve
account plansaccount plans
OutputOutput
New opportunities identifiedNew opportunities identified Actions executedActions executed Results of actionResults of action Customer insightCustomer insight Market intelligenceMarket intelligence
InputInput
Action plansAction plans Responsibilities Responsibilities Resources Resources
2.4.12.4.1Execute action Execute action
planplan
2.4.22.4.2Identify new Identify new opportunitiesopportunities
2.4.32.4.3Modify Modify
account planaccount plan
2.4 – Execute Account Plan 2.4 – Execute Account Plan Level 3 Level 3
2.5.12.5.1Measure Measure performaperforma
ncence
2.3.42.3.4Finalize & approve Finalize & approve
account plansaccount plans
Demonstrate proof (clinical)Demonstrate proof (clinical) Present clinical informationPresent clinical information Refer to other successes – testimonial Refer to other successes – testimonial Explain products in terms of competition, feature benefit sellingExplain products in terms of competition, feature benefit selling Reassure account of our value Reassure account of our value Confirm benefits of offering to meet needsConfirm benefits of offering to meet needs Use appropriate selling tools Use appropriate selling tools Gain account agreement Gain account agreement Negotiate order/terms and conditionsNegotiate order/terms and conditions Receive order Receive order
Enter order or recognition of order in systemEnter order or recognition of order in system Alert account to any changes (reimbursement)Alert account to any changes (reimbursement) Resolve disputesResolve disputes Arbitrate differences, make adjustmentsArbitrate differences, make adjustments Assure account satisfactionAssure account satisfaction Show appreciation of business Show appreciation of business Question all influencers and decision makersQuestion all influencers and decision makers Grow advocates for feedbackGrow advocates for feedback Reinforce prior purchasing decisionsReinforce prior purchasing decisions
Follow up on planFollow up on plan
3 – Territory Management
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