Key Account Plan
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Transcript Key Account Plan
Key Account Plan
Your Customer
© INSIGHT Marketing and People 2008
Contents
The Key Account Team
Executive Summary
The Profit Plan
Opportunities and Objectives
The Contact Matrix & G.R.O.W.s
The Value Proposition
Projects
Resources required
Implementation timetable
© INSIGHT Marketing and People 2008
Key Account Team
Core Team
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Surround Team
KA Manager
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© INSIGHT Marketing and People 2008
Executive Summary
Opportunity / Objectives
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The Key People
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The Proposition
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Projects
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Resources / sanction required
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Timetable
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© INSIGHT Marketing and People 2008
Profit Plan
Current Revenue/Volume/Profitability
Target Revenue/Volume/Profitability
Investment required
Return on investment
© INSIGHT Marketing and People 2008
Opportunities & Objectives
Opportunities
Objectives
Competitive Position
& response required
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© INSIGHT Marketing and People 2008
Contact Matrix
(insert excel spreadsheet populated with G.R.O.W.s)
© INSIGHT Marketing and People 2008
Value Proposition
(Product/service)
(What solution is provided to what issue/problem?)
(What is the positive impact on the customer’s business?)
Who does it benefit?
Measured value of impact?
(What is our reward?)
© INSIGHT Marketing and People 2008
Projects
(Objective, investment, return, activities, team, milestones)
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© INSIGHT Marketing and People 2008
Resources Required
(People, Time, Budget, Assets, Equipment, Management support)
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© INSIGHT Marketing and People 2008
Implementation Timetable
Date
Action
Who?
© INSIGHT Marketing and People 2008