My co-workers at SBI produced some research in 2010 that you might find interesting:

 

* Key account revenue growth of 13.3%

 

* Wallet Share 76.4%

 

* Account Attractiveness Score up 17% (measure of quality of account)

 

The Strategic Account Management Association is having their Pan-European Conference in Paris on March 14th. If you are interested in best practices associated with the above figures, check it out.

 

Here is an example of a large account management process we rolled out last year:

 

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The Start Up phase identifies the cross sell, up sell, and defense strategies.

 

The Learning Curve is the bumpy first 4 months of trying the new methodologies, tools, and systems for the first time.

 

Momentum happens right around month 7 and is where strategic management of the best accounts becomes a mission critical component of the sales force effectiveness program.

 

Success is defined as the point in time when the accounts in the program have proof that the benefits of being a participant are real.

 

SOP (standard operating procedure) is when the customer loyalty programs, including a large account management plan, becomes part of the culture of the company.

 

Where does a key account program fit into your sales force effectiveness program?

ABOUT THE AUTHOR

John Staples

Leads teams of highly qualified experts, all relentless in their pursuit of helping you make your number.

John is the global leader of SBI’s account management business unit. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing.

 

John’s marketing, sales and product expertise span a multichannel strategic approach. He has an unyielding focus on strategic and key account development, which enables strategic alignment between all functional team members in order to reduce acquisition cost and increase lifetime value.

 

His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. As he has discovered through decades of experience, clients are often distracted by the symptoms of a larger problem and overlook the root cause of it.

 

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