The overall goal of effective strategic account planning is to serve your key accounts, protect your strategic accounts and to create additional demand. Sounds simple and it can be if you focus on the following 4 steps:
- Clear Goals. Know exactly what your revenue goal is for every account. How else will you know what to strive for and how to measure success?
- Clear Priorities. Know just what your customer’s priorities are. This includes understanding what the key stakeholders worry about, what they want to achieve and what is most important to them professionally and personally. Only then can you work toward providing specific and differentiated solutions to their concerns.
- Clear Stakeholders. Know who you need on your side. Expand your contacts within your account in a strategic way. Build a tree of the relationships you will need to achieve your account goals. This will lead you up and down and across functions and levels to understand who influences whom.
- Clear Plans. Identify what mid-steps it will take to accomplish your overall account goal. Focus on just a few at a time so you can make real progress.
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