Key Account Management Plan-Example
Traditional key account management plans: Extensive data depositories
Traditionally, Key Account Management Plans are large scale data collections. Both creation and updating such documents require intensive work by sales professionals. Their practical value for achieving sales goals is challenged by many sales people ("so much effort - so little return").
DELTA T-Selling account management plans: operational work plans focussing on constraints in the key account sales system
DELTA T-Selling key account sales plans focus (within the principle format of operational one page plans) directly on the constraints which keep the company from achieving its sales goal. Thus the DELTA T-Selling key account plan only defines the "vital few" commitments required to be delivered for the company to overcome these constraints and thus achieve its sales goal.
Download template of one page operational account management plan
Comparing "TRADITIONAL" und "CONSTRAINT FOCUSED" Account Management Plan
This table compares the traditional approach with the DELTA T-Selling methodology for key account sales plans:
| Traditional | DELTA T-Selling | |
| Goal | Collection of data and ideas | Constraint focused operational work plan |
| Question | "What do we know about this account?" | "What do we need to do in order to achieve the key account sales goal?" |
| Inhalt | 1. Account Data 1.1 Organization, 1.2 Goals, 1.3 Profile of Top Managers, 1.4 Account's problems 2. Account Plan 2.1 Value offered, 2.2 Value map, 2.3 Critical success factors, 2.4 Opportuntiies, 2.5 Customer satisfaction, 2.6 Market trends, 2.7 Competitive situation, 2.8 Product strategy, 2.9 Pricing strategy, 2.10 Contractual situation, 2.11 Marketing to account, 2.12 Communications plan, 2.13 Interactions, 2.14 Contact plan, 2.15 Own goals, strategies and actions, 2.16 Resources required |
1. Account sales goal, 2. Critical success factors for this goal, 3. Necessary conditions for the CSFs, 4. Obstacles/constraints which prevent us from achieving these necessary conditions, 5. Commtiments which must be delivered in order to overcome the obstacles/constraints. |
| Size | 20 - 30 pages | 1 page |
| Principle | The largest possible data repository of all data and ideas available about the account | Operational work plan, focused on how to achieve the sales goal |
| Effort | 5-8 work days of the full account team | One single work day of the account team |
| PLC |
Only P. L minimal. C by updating data (in most cases spotty) |
P focused L full plan, ready for tracking execution C Format is fit-fo-deep review |
| Use | For company internal interest ("Marketing needs the follwing data about this account") |
The core working instrument to bind all company efforts and their owners into one integrated work plan. |