Each of the next 10 posts will explore and outline the application of the following Best Practices:

 

  1. A Key Account Program should have all of these objectives:
  • Defense
  • Cross-sell
  • Up-sell

     

  1. Program benefit for the client must exceed the program benefit for the seller

     

  2. Low breadth/high depth is the best approach

     

  3. 5 phased adoption takes an average of 13 months from start to finish

 

Key Account Management

 

5.  Best selection approach is:

  • Account Attractiveness Score
  • Customer opt-in

     

6.  Build four-pronged risk mitigation approach into Account Plan

  • Execution
  • Operational
  • Talent

     

7.  Deploy streamlined, value-driven Account Plans

 

8.  Institutionalize the relationship through many-to-many contacts

 

9.  Triangulate the review process to ensure continuous improvement

  • Client review
  • Account Manager audit
  • Peer review

     

10.  Ensure the Program contains a process to exit accounts

 

 

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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