The "Account Management Planner" document is a comprehensive tool designed to help sales professionals manage and grow key accounts effectively. It provides a structured approach to account planning, focusing on several key areas:
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Account Prioritization:
- Time and Attention Allocation: Determines the level of priority (high, medium, or low) an account warrants.
- Account Details: Captures the business description, strategy, historical performance, key performance indicators (KPIs), challenges, and risks.
- Current and Potential Spend: Analyzes the current and potential financial engagement with the account.
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Whitespace Identification:
- External and Internal Triggers: Identifies factors that could influence the account's business.
- Customer Priorities: Focuses on the customer's key priorities for the next 12 months.
- Solution Utilization: Maps the gap between the solutions offered and those currently used by the account, categorizing them for growth opportunities (expand, up/cross-sell, renew).
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Strategic Planning:
- Growth Strategy: Outlines how to grow the value delivered to the customer by demonstrating impact, improving access, strengthening commitment, and addressing competition.
- Internal Orchestration Plan: Defines the roles, tasks, and deadlines for team members involved in the account management process.
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Account Nurturing:
- Stakeholder Engagement: Identifies key stakeholders to meet with and the objectives of those meetings.
- Customer Review Meeting (RAISE): Provides a structured approach to reviewing existing solutions, gathering feedback, exploring growth opportunities, confirming new priorities, and setting next steps.
Overall, the tool is designed to help sales teams systematically manage and grow their accounts by aligning strategies with customer needs, identifying opportunities for expansion, and coordinating internal resources effectively.
The Author
SBI Team
