Key Account Management Plan


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Key Account Management:

Key Account Management Marketing and Sales Excellence Team Mission : Deliver “World Class” Key Account & Territory Management

Operating model relationship overview:

Operating model relationship overview Key Account Manager Customer Competition Government Technical Support. Market Research Marketing Product Mgmt General Mgmt Sales Mgmt Territory Mgmt Sales Support Product Development Supply Chain Human Resources Finance Regional Mgmt Trade Shows Publications Promotion Material Visits Internet Phone/Fax Distribution Analyze account Set objectives Plan strategy Take action Review account BizDev Partners Market Factors

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Key Account Management - best practice actions Set account objectives Plan account strategy Take planned action Review account Analyze Account Rank accounts on “Improvement Potential” index Re-deploy resources to highest potential channels/accounts Target category management efforts to accounts with “capability” Understand account requirements/ needs/ capabilities Plan account actions to “fix” problem P&L line items Target account goals/ accountability for profit improvement Match strategy to “improvement” potential Include customer in account planning process Develop both internal and customer targets Tie actions/events to improvement opportunities Monitor performance against tactical plan Hold account team members accountable Tie account team incentives to customer metrics Reflect “balanced scorecard” in account metrics

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Territory Key Accounts Regional Key Accounts National Key Accounts Global Key Accounts A model for identifying and rolling-up Key Accounts

Key Account Management Process diagrams:

Key Account Management Process diagrams

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Objective The principle objective of Key Account Management is to provide the following benefits to the Sales Organization and Customer….. MARKETING AND SALES Improved customer insight Understanding of customer needs Understanding of usage patterns Better product knowledge Better access to marketing material Better competitor information Improved performance information Measurable goals Link between Business Plan strategy and customer strategy CUSTOMER Better product information Better information on services Better understanding of reimbursement Better product benefits knowledge Ability to raise individual profile Increased end users Provide resource input

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Process Overview Level 1 1 Analyze & Classify Customers 2 Key Account Management 3 Territory Management 4 Management Reporting 5 KAM Management and Administration

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1 - Analyze and Classify Customers

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1 - Analyze and Classify Customers Level 2 1.1 Identify/Add Customer/ Modify 1.2 Analyze Customer Details 1.3 Segment Customers 1.4 Validate 1.5 Identify Key Accounts 3.3 Review Performance KA? Non KAs KAs 3.1 Plan Call Activity 2.1 Profile Account

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1.1 - Identify/Add Customer Level 3 1.1.1 Collect Information 1.1.2 Review Information 1.1.3 Classify Type 1.1.4 Determine whether to add Add? No Yes Reject Customer 1.2.1 Enter Data 1.1.5 Management Confirmation

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