Key Account Management
Marketing and Sales Excellence
Team Mission:
Deliver “World Class” Key Account & Territory Management
Operating model relationship
overview
Market
Factors
Distribution
Customer
Partners
Government Competition
• Visits
• Internet
• Phone/Fax
Supply
Chain
Finance
• Trade Shows
• Publications
• Promotion Material
Market
Research
Key Account Manager
Analyze
account
Human
Resources
Set
objectives
Plan
strategy
Take
action
Product
Development
Review
account
General
Mgmt
Technical
Support.
Marketing
Product
Mgmt
Sales
Mgmt
Territory
Mgmt
BizDev
Regional
Mgmt
Sales
Support
Key Account Management - best practice actions
Rank accounts on “Improvement Potential” index
 Re-deploy resources to highest potential channels/accounts
 Target category management efforts to accounts with “capability”

Tie account team incentives to
customer metrics
 Reflect “balanced scorecard” in
account metrics
Analyze Account
Set account
objectives
Review account
Monitor performance
against tactical plan
 Hold account team
members accountable

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


Plan account
strategy
Take planned
action
Include customer in account planning process
 Develop both internal and customer targets
 Tie actions/events to improvement opportunities

Key Account Management
Process diagrams
Objective
The principle objective of Key Account Management is to provide the following benefits
to the Sales Organization and Customer…..
MARKETING AND SALES
CUSTOMER
• 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
• 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
Process Overview
Level 1
1
Analyze & Classify
Customers
2
Key Account Management
3
Territory Management
4
Management Reporting
5
KAM Management and Administration
1 - Analyze and Classify Customers
1 - Analyze and Classify Customers
Level 2
2.1
Profile Account
1.1
Identify/Add
Customer/
Modify
1.2
Analyze
Customer
Details
1.3
Segment
Customers
1.4
Validate
1.5
Identify Key
Accounts
KA?
KAs
Non KAs
3.3
Review
Performance
3.1
Plan Call
Activity
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