Some further thoughts on assessing the value and completeness of Account Plans.

1. Further Thoughts on Account Plan Assessments
Bill Graham CP.APMP
March, 2015
bill.graham@sales-synthesis.co.za
[ +27 (0) 82 570 4124 ]
Ten Slides in Ten Minutes

2. • Better client understanding, positioning your organisation to be able to offer thought leadership
as a competitive discriminator
• Understanding the heartbeat and soul of the client
• Client involvement and buy-in – potentially allowing active involvement in the client’s budgeting
process
• Sharing of information across cross-functional business units
• Formulation of robust relevant account strategies (across geographies, business units etc.)
• Early warning and guidance for execution & delivery
• Learning for all parties involved (extended team)
• Better management insight / client portfolio management.
Customers
Clients
Remember the Journey
2
Well-Crafted Account Plans are a Sales Imperative
Account Plans feed
the soul of a Sales
Organisation

3. 1. Global Knowledge & Industry Trends
• Global Trends Identified
• Challenges documented
• Solution/s Identified
• Impacts defined
2. Holistic Engagement Potential
• Completeness
• Relevance
• Ability to Deliver
• Attitude
3
Ensure YOU have defined YOUR Relevant Criteria [1 of 4]
Inclusion of 3rd Parties
is an Imperative
Team
Brainstorm the
Inclusion of Topics
Innovation

4. 3. Differentiated Account Management
• Notable innovative thinking
• Holistic view of the account [including decision-makers]
• Killer key opportunities identified
• Thought leadership in evidence
4. Strengths
• Uniqueness & Relevance
• Front of Field
• Identifiable Benefits
• Ability to Deliver
4
Ensure YOU have defined YOUR Relevant Criteria [2 of 4]
Brainstorm the
Inclusion of Topics
Inclusion of 3rd Parties
is an Imperative
Team
Innovation

5. 5. Competitive Positioning
• Critical Vulnerabilities Identified
• Plan/s to make Competitors irrelevant
• Relevance of Emerging Solutions
• Interlock with Client’s Strategic Plan
6. Financial
• Appetite for Investment
• Availability of Budget
• Ability to Generate Sustainable Revenue
• ‘Price is not a Strategy’
5
Ensure YOU have defined YOUR Relevant Criteria [3 of 4]
Brainstorm the
Inclusion of Topics
Inclusion of 3rd Parties
is an Imperative
Team
Innovation

6. 7. Action Plan
• Interlocked & Documented Action Plan/s
• Well-defined Communications Plan
• Relevant and Tangible Milestones
• Correct Metrics and Assessment Plan
6
Ensure YOU have defined YOUR Relevant Criteria [4 of 4]
Brainstorm the
Inclusion of Topics
Inclusion of 3rd Parties
is an Imperative
Customers
Clients
Remember the Journey
Team
Innovation

7. Top Assessment Criteria – For YOUR Consideration
# Criteria Commentary & Action
1 Sound Industry knowledge
2 Holistic view of the account
3 Alignment to YOUR growth strategy
4 Command of the deal timeline/s
5 Thought leadership in evidence
6 Killer key opportunities identified
7 Skills and ability to deliver opportunities
8 Full understanding of Procurement Process/es
9 Solid relationships with buying influencers
10 Notable innovative thinking
11 Robust competitive positioning
12 Major risks & vulnerabilities identified
13 Well-documented Opportunity Action Plan/s
7

8. Prospect, Customer & Client Sign-Offs
Iterative Internal
Processes
Team Build against Threats
Resource Mentoring
Leverage a Best-Practice Sales Services
Unit [i.e. Sales Operations & Bid Centre]
Regular, Realistic & Robust Reviews
Knowledge Infusion
Align to your
Organisation’s Business
Strategy
8
Integrated Continuous Improvement is the Logical Next Step

9. 9
1. Those that dug the hole you’re presently in are unlikely to be able to dig you out of it
2. A client ‘Charm Offensive’ is a dated & reactive strategy/plan
3.Your competitors are planning to vanquish you
4. A commercial led engagement indicates a failure of Account Management
5.Would the Prospect/Customer/Client use your organisation as a ‘Strategic Consultancy’?
6.Positional Power can kill good ideas
7.Any disruptive strategy indicates a ‘failure’
8.Complacency kills everything
9.What 3 things do you know about the Prospect/Customer/Client that your competitors don’t?
Some Points to Ponder on your Journey

10. Thank You !
10
…but you must always be
on the lookout for them !
bill.graham@sales-synthesis.co.za
[ +27 (0) 82 570 4124 ]
An Open Door and
Open Mind Philosophy
is an Attribute