Key Account

Management
Marketing and Sales Excellence

Team mission :

Deliver “World class “ Key Account & Territory Management

 Operating model relationship
overview
Market
Factors

Distributio
n Customer Partners

Governmen Competitio
t n

 Visits  Trade Shows

 Internet  Publications
 Phone/Fax  Promotion
Supply
Material
Chain
Key Account Manager Market
Research
Finance Set
Analyze Plan Take Review
Objective
Account strategy action Account Product
s Development
Human
Resources
General
Mgmt

Technical
Regional Support
Marketing Product Sales Territory BizDev Sales
Mgmt Support
Mgmt Mgmt Mgmt
A model for identifying and rolling-up Key
Accounts

Global Key Accounts

National Key Accounts

Regional Key Accounts

Territory Key Accounts

Key Account Management

Process diagrams
 Objective

The principle objective Key Account Management is to

provide the following benefits to the Sales
Organization and customer…..
MARKETING AND SALES CUSTOMER

 Improved customer insight  Better product information

 Understanding of customer
needs
 Understanding of usage
patterns
 Better product knowledge
 Better access to marketing
and material
 Better competitor information
 Improved performance
information
 Measurable goals
 Link between Business Plan
strategy and customer
 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 2
Analyze & Classify Key Account
Customers Management

3
Territory
Management

4
Customers

5
KAM Management and Administration
1-Analyze and Classify
Customers
1-Analyze and Classify Customers
Level 2

2.1
Profile
Account

1.1 1.2 1.5

1.3
Identify/add Analyze 1.4 Identify
Segment KA?
Customer/ Customer Validate Key
Customers KA?
Modify Details Accounts

Non KAs

3.3
Review
Performan
3.1
ce
Plan Call
Activity
1.1 - Identify/Add Customer
Level 3

1.2.1
Enter data

1.1.4
1.1.1 1.1.2 1.1.3
Determine
Collect Review Classify Add?
Whether to Yes
Information Information Type
add

No

1.1.5
Management
Confirmation

Reject
Customer
1.2 – Analyze Customer
Level 3

3.3.6
Change
Process/Plans
1.3.1
Establish segmentation

1.1 1.2 1.5

1.3
Identify/add Analyze 1.4 Identify
Segment
Customer/ Customer Validate Key
Customers
Modify Details Accounts

1.1.4
Determine
whether
to add
1.3 – Segment Customer
Level 3
1.4.4
Reassign customers
and review
segmentation 1.4.1
process Confirm levels of
validation

1.1
1.3 1.5
Identify/add
Segment Identify Key
Customer/
Customers Accounts
Modify

1.2.5
Confirm Customer
Needs/Objective
1.4 – Validate
Level 3
1.4.4
Reassign customers
and review
segmentation 1.5.1
process Confirm KA Selection
Criteria

1.4.4
1.4.1 1.4.3
Reassign
Confirm Validate
customers
Segment segmentation
and review
Population decisions

1.3.4
Assign customers
to segments 1.3.1
Confirm segment
criteria
2.1 – Analyze Account
Level 3
1.5.4
Validate Selection and
Criteria

2.1.1 2.1.3 2.1.4

2.1.2
Develop/updat Re-evaluate Complete
Assess
e account account
Position
Account profile Classification profile

Input Output 2.2.1

Define account strategy

General information on the account

 Business overview of the
Account history customer
 Share of customer  Understanding of key players and
relationships
 Profitability
 Map of influencers
 Spending and service
requirements  Review of relationship history and
 Past account plans performance of the customer
 Product performance
 Issues
 Service effort
Classification criteria
2.1 – Analyze Account
Level 3
1.5.4
Validate Selection and
Criteria

2.1.1 2.1.3 2.1.4

2.1.2
Develop/updat Re-evaluate Complete
Assess
e account account
Position
Account profile Classification profile

Input Output 2.2.1

Define account strategy

General information on the account

 Business overview of the
Account history customer
 Share of customer  Understanding of key players and
relationships
 Profitability
 Map of influencers
 Spending and service
requirements  Review of relationship history and
 Past account plans performance of the customer
 Product performance
 Issues
 Service effort
Classification criteria
 2.1 – Analyze Account
1.5.4
Level 3
Validate Selection and
Criteria

2.1.1 2.1.3 2.1.4

2.1.2
Develop/updat Re-evaluate Complete
Assess
e account account
Position
Account profile Classification profile
2.2.1
 Rank customers by order of  Identify  Access  Develop Define
importance, segmentation account’s account’s and account
current potential/fina maintain strategy
 Develop a map to guide
networking situation ncial viability account
 Identify  Establish profiles
 Consider account’s
influence/ reputation benefits of prospect  Identify
offering to segment/prior process for
 Be familiar with account’s
meet need/ ity product
business
Opportunities approval
 Estimate account’s
expenditures and
constraints
 Consider account’s buying
history
 Determine account’s buying
cycle
 Identify influences/decision
makers
 Identify prospect by
product line/ treatment
modality; 3rd party
information
 Conduct needs assessment
2.2 – Set account objectives
Level 3
2.1.4
Complete account
profile

2.2.3
2.2.1
2.2.2 Establish
Define account
Set account goals account
strategy
objectives

2.3.1
Input Output Develop action plan

 Account profile Customer strategy

Company/Business Unit strategy Long – medium – short term



 Financial targets
 Customer team
2.2 – Set account objectives
Level 3
2.1.4
Complete account
profile

2.2.3
2.2.1
2.2.2 Establish
Define account
Set account goals account
strategy
objectives

 Identify growth  Define end  Look for long

opportunities users of range
 Identify specific product and opportunitie
2.3.1
product services s
Develop action
opportunities  Establish plan
selling goals
2.3 – Create Account plan
2.2.3
Level 3
Establish account
objectives

2.1.1 2.1.3 2.1.4

2.1.2
Develop/updat Re-evaluate Complete
Assess
e account account
Position
Account profile Classification profile

2.4.1
Execute plan

Input Output

 Opportunities identified  Account plan including

 Account objectives actions, resources,
 Product and service offerings responsibilities, timelines,
 Customer needs quantitative and qualitative
 Critical success factors targets and progress
 Competitive position measurements for the next
period.
 Key account portfolio
2.3 – Create Account plan
2.2.3
Level 3
Establish account
objectives

2.1.1 2.1.3 2.1.4

2.1.2
Develop/updat Re-evaluate Complete
Assess
e account account
Position
Account profile Classification profile

2.4.1
Execute
plan
 Design call  Communica  Identify  Integrate
cycle (day, te sales growth marketing
week, month) approach opportuniti strategy/concep
 Select t
to team es
appropriate  Identify
contact specific
method product
 Build a opportuniti
regional es
action plan
 Add customer
to call cycle
2.4 – Execute Account Plan
Level 3
2.3.4
Finalize & approve
account plans

2.4.1 2.4.2 2.4.3

Execute action Identify new Modify account
plan opportunities plan

2.5.1
Input Output Measure performance

 Action plans  New opportunities identified

 Responsibilities  Actions executed
 Resources  Results of action
 Customer insight
 Market intelligence
 2.4 – Execute Account Plan
2.3.4
Level 3
Finalize & approve account
plans

2.4.1 2.4.2 2.4.3

Execute action Identify new Modify account
plan opportunities plan

 Demonstrate proof  Enter order or  Follow up on plan

2.5.1
(clinical) recognition of order in Measure
 Present clinical system performan
information  Alert account to any ce
 Refer to other changes
successes – testimonial (reimbursement)
 Explain products in  Resolve disputes
terms of competition,  Arbitrate differences,
feature benefit selling make adjustments
 Reassure account of  Assure account
our value satisfaction
 Confirm benefits of  Show appreciation of
offering to meet needs business
 Use appropriate selling  Question all
tools influencers and
 Gain account decision makers
3 – Territory Management