GROWTH

Score clients based on their commercial appeal and opportunities to expand Weight %
revenue and improve margin.

Revenue potential. How much do your clients spend? Look for those with
consistent growth over the past three years. Are they spending elsewhere? Do 15%
you believe you can control the future share of wallet?

Cost to serve. Which clients you can help more efficiently and cheaply now or in
the future. 35%
Demand stability. Revenue doesn't tell the whole story. Consider how your
clients use your solutions and look for those with consistent adoption. 20%

Access to new markets. Are they expanding through acquisition? Or have a

strong international presence? Or diversified across multiple verticals? Can they 30%
help you access new markets?

WEIGHTED AVERAGE 100%

HARMONY
Score clients based on how well they fit your solution, your culture and your Weight %
business strategy.

Product and services requirements. Is your solution a good fit and does it meet
your clients' needs compared to other suppliers? Are customer satisfaction 10%
scores high?

Culture of innovation. How innovative is your customer? They can enhance your
solutions by partnering with you on product development. Or they may be early
adopters, beta testers and eager to participate in user studies. 20%

Benchmarking. Customers that use your solution efficiently and effectively are
valuable to help optimise product and processes. They're also useful for case 30%
studies and testimonials.

Corporate reputation. Well-known customers create trust. The brand value of

your clients can help develop networks within an industry. New clients may be
more encouraged to partner with you if you serve other customers with strong 20%
reputations.

Buying decision process. The closer you are to the purchasing process, the more
effective you'll be at influencing and managing the account. How centralised is 20%
your customers' buying process?

WEIGHTED AVERAGE 100%

VALUE CREATION
Score based on their partnership orientation. To what extent will your customers Weight %
invest in the relationship and view you as a strategic supplier?

Strategy. Can you help your client reach their goals or give them an advantage
they couldn't achieve alone? Can they do the same for you?
Solidarity. Clients that work together to solve problems. They don't use
ultimatums or threaten the relationship, especially when they encounter difficult
situations.
Long-term orientation. Clients that understand it makes strategic and economic
sense to create long-term partnerships.
Planning behaviour. Does your customer engage in proactive, mutual goal
setting, take action and review and adapt?
Mutuality. Clients who believe in joint success and consider you a strategic
supplier. Everybody should win.
Information exchange. Clients who proactively share information useful to your
partnership. They're open and honest.
WEIGHTED AVERAGE 0%

KEY ACCOUNT ATTRACTIVENESS SCORE

Key Account Scoring Matrix
FOR EACH FACTOR SCORE BETWEEN 1 (LOW) AND 10 (HIGH)

Customer A Customer B Customer C Customer D Customer E Customer F

8 4

3 6

2 8

1 3

2.95 5.2 0 0 0 0

Customer A Customer B Customer C Customer D Customer E Customer F

5 8

2 10

6 4

8 7

9 3

6.1 4.8 0 0 0 0

Customer A Customer B Customer C Customer D Customer E Customer F

 0 0 0 0 0 0

9.05 10 0 0 0 0
Customer G Customer H Customer I Customer J Customer K Customer L

0 0 0 0 0 0

Customer G Customer H Customer I Customer J Customer K Customer L

0 0 0 0 0 0

Customer G Customer H Customer I Customer J Customer K Customer L

0 0 0 0 0 0

0 0 0 0 0 0
Customer M Customer N Customer O Customer P

0 0 0 0

Customer M Customer N Customer O Customer P

0 0 0 0

Customer M Customer N Customer O Customer P

0 0 0 0

0 0 0 0
 GROWTH
Score clients based on their commercial appeal and oppor

Revenue potential. How much do

your clients spend? Look for those
with consistent growth over the
past three years. Are they spending
elsewhere? Do you believe you can
control the future share of wallet?

Weightin
Weighted average 10%
CLIENT
 GROWTH
e clients based on their commercial appeal and opportunities to expand revenue and improve margin.

Cost to serve. Which clients you Demand stability. Revenue doesn't

can help more efficiently and tell the whole story. Consider how
cheaply now or in the future. your clients use your solutions and
look for those with consistent
adoption.

Weighting
10% 20%
venue and improve margin.
Access to new markets. Are they
expanding through acquisition? Or
have a strong international
presence? Or diversified across
multiple verticals? Can they help
you access new markets?
60%
Score clients based on how
Product and services
requirements. Is your solution a
good fit and does it meet your
clients' needs compared to other
suppliers? Are customer
satisfaction scores high?
We
100% 20%
 HARMONY
Score clients based on how well they fit your solution, your culture and your business strategy.

Culture of innovation. How Benchmarking. Customers that use

innovative is your customer? They
can enhance your solutions by
partnering with you on product
development. Or they may be early
adopters, beta testers and eager to
participate in user studies.
your solution efficiently and
effectively are valuable to help
optimise product and processes.
They're also useful for case studies
and testimonials.

Weighting
20% 20%
your culture and your business strategy.
Corporate reputation. Well-known
customers create trust. The brand
value of your clients can help
develop networks within an
industry. New clients may be more
encouraged to partner with you if
you serve other customers with
strong reputations.
20%
Buying decision process. The closer
you are to the purchasing process,
the more effective you'll be at
influencing and managing the
account. How centralised is your
customers' buying process?
20% 100%

Strategy. Can you help your client
reach their goals or give them an
advantage they couldn't achieve
alone? Can they do the same for
you?
20%
VALUE CREATION
Score based on their partnership orientation. To what extent will your customer
Solidarity. Clients that work
together to solve problems. They
don't use ultimatums or threaten
the relationship, especially when
they encounter difficult situations.
Weighting
20%
 VALUE CREATION
artnership orientation. To what extent will your customers invest in the relationship and view you as a strategic supplier?

Long-term orientation. Clients that Planning behaviour. Does your

understand it makes strategic and customer engage in proactive,
economic sense to create long- mutual goal setting, take action and
term partnerships. review and adapt?

Weighting
15% 20%
 KEY ACCOUNT
ationship and view you as a strategic supplier? SCORE

Mutuality. Clients who believe in Information exchange. Clients who

joint success and consider you a proactively share information
strategic supplier. Everybody useful to your partnership. They're
should win. open and honest.

15% 10% 100%