Key

Account
Management
 Global Strategic
Accounts Manager Accounts Manager

Major Key
Accounts Manager Accounts Manager
Where am I?

Source: SEF
Typical Customer Segmentation – Key Accounts

Top 1% Customers should be

$$$$
classified based on
the “Lifetime Value” &
Next 4% $$$ not just a one off deal

Next 15% $$ A few customers can

still be Key since they
Bottom 80% $ open up doors to
larger deals / act as
Clients Classification Lifetime Value key references
Ideal Segmentation – Key Accounts
Secondary Target Primary Target

Potential
Value Manage Customers Retain Customers

Current Value
Factors for Segmentation – Key Accounts

Global Survey - SAMA

Effective Segmentation
Key Steps – in Priority Order Why
1. Determine attributes for IDEAL 3X higher buying
i. KAM / Manager identified Criteria (Quality & Quantity) propensity
ii. Stack Rank Accounts

2. Potential LTV (Lifetime Value) ROI

3. Relationships we currently have Time to Value

4. How deep is the competition Displacement Effort

5. Draw the Line – What can be done & what cannot Focus is the key
Know the should have & must have’s and what’s our fulfilment abilities

6. Classify the identified accounts considering the Current Value & LTV Not all key accounts are
equal
Prep for Successful Execution Account Plan

1. Align Account Plan with QBR

2. 3 Elements in Account Goals

3. Information to Execution

4. Leverage – Plan to Execution

1. Align Account Plan with QBR

Internal External

What? What?
- Planning - Collaborative Plan with Customer
- Review - Journey Map
- Calibration - Framework for achieving Business Goals

Why?
Why?
- Expectations Setting
- Set Goals
- Strategy Centric against Product Centric
- Chalk out plans & actionable
- Realistic timelines for buying & complete
- Set internal timelines for dependencies
buyer cycle
2. 3 Elements in Account Goals

Relationship Goal • Deepen C Level Engagements

Customer Success
Goal • Help Customer generate $$ in savings

Revenue Goal • Generate $$ in Revenue by 20xx

3. Information to Execution

Review Information

- Customer Goals & technologies proposed

Apply Design Thinking

- What problems can I solve besides for the customer?

Plug the Gaps

4. Leverage – Plan to Execution
Customer Goals & Strategies
• Budget & Obtain Commitment
• Support Sponsor in Business Case solutioning
Relationships
• Access to Decision Makers
• Understand Risks associated
Internal Account Plan
• Right Actions at the Right time