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Managing Major Accounts
For this program we assessed the present situation and created an effective account planning process which involved a variety of strategies including setting out the Account Plan Elements: 1) The Mission Statement, 2) List of Opportunities. 3) Account Scan, 4) Environmental Scan, 5) Competitive Analysis, 6) Goals, 7) Obstacles, 8) Action Plans and Tasks, 9) Contact Matrix, 10) Responsibility Matrix, 11) Sales Funnel. We then developed a General Account Plan Questionnaire which had seven questions:
- Does the plan represent a good grasp by the account team of the account’s mission, goals and policies?
- Was the team involved in developing and presenting the plan or was it a one-man show? Does everyone buy in?
- Does the plan appear to be a good working document or will it sit on the shelf till next year?
- Is the plan consistent with our marketing goals?
- Is measurable progress being made with the plan?
- Does the plan expect too much too soon? Is it realistic?
- Will the plan be adaptable to change?
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