Professional Documents
Culture Documents
Results
-1-
Operating model relationship overview
Market
Factors
Distribution Customer
Partners
Government Competition
Technical
Support.
Marketing Sales
Product
Sales Regional Support
Mgmt Territory
Mgmt BizDev Mgmt
Mgmt
-2-
Key Account Management - best practice actions
“improvement”
Take Plan
Planaccount
Monitor performance Takeplanned account
planned potential
against tactical plan action strategy
strategy
action
Hold account team
-3-
Key Account Management
Process diagrams
-5-
Objective
The principle objective of Key Account Management is to provide the following benefits
to the Sales Organization and Customer…..
-6-
Process Overview Level 1
1
Analyze & Classify 2
Customers Key Account Management
3
Territory Management
4
Management Reporting
5
KAM Management and Administration
-7-
1 - Analyze and Classify Customers
-8-
1 - Analyze and Classify Customers Level 2
2.1
Profile Account
Non KAs
3.3 3.1
Review Plan Call
Performance Activity
-9-
2 - Key Account Management
- 15 -
2 - Key Account Management Level 2
1.5
Identify Key Accounts
1.2
Analyze Customer
Details
- 16 -
Key Account Criteria
Some characteristics defining a Key Account :
- 17 -
Key Account Based Selling - Advantages
- 18 -
2.1 -Analyze Account Level 3
1.5.4
Validate Selection and Criteria
- 19 -
2.1 -Analyze Account Level 3
1.5.4
Validate Selection and Criteria
2.3.1
Develop action plan
Input Output
- 21 -
2.2 - Set account objectives Level 3
2.1.4
Complete account profile
- 22 -
2.3 - Create account plan Level 3
2.2.3
Establish account objectives
2.4.1
Execute plan
Input Output
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2.3 - Create account plan Level 3
2.2.3
Establish account objectives
2.4.1
Execute plan
• Design call cycle • Communicate • Identify growth • Integrate marketing
(day, week, month) sales approach to opportunities strategy / concept
• Select appropriate team • Identify specific
contact method product
• Build a regional opportunities
action plan
• Add customer to
call cycle
• Strategic process
and position
product
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2.4 - Execute Account Plan Level 3
2.3.4
Finalize & approve
account plans
2.5.1
Measure
Input Output performance
- 25 -
2.4 - Execute Account Plan Level 3
2.3.4
Finalize & approve
account plans
- 26 -
2.5 - Evaluate Account Performance Level 3
2.4.3
Modify
account plan
- 27 -
2.5 - Evaluate Account Performance Level 3
2.4.3
Modify
account plan
- 28 -
3 - Territory Management
- 29 -
3 - Territory Management Level 2
1.5
Identify Key Accounts
1.2
Analyze Customer Details
- 30 -
3.1 - Plan Call Activity Level 3
ONGOING
1.5.4
Validate
ONGOING
Selection and
Criteria
- 31 -
3.2 - Execute Contact Level 3
3.1.6
Organize
Logistics
3.2.4 3.2.5
3.2.1 3.2.2 3.2.3 3.2.6 3.2.7
Match Gain
Prepare Open Understand Close Document
product to commit-
for contact Contact Needs Contact Contact
needs ment
3.3.2
Individual
3.3.4 analysis of
Individual sales performance
Sales Effectiveness data
Assessment
- 32 -
3.3 - Review Performance Level 3
3.3.1 3.3.2
Management analysis Management Sales Force
of sales performance data Effectiveness Assessment
(including training function) (including training function) PERIODIC PERIODIC
PERIODIC PERIODIC 3.3.5
3.2.7 3.3.6
Document Understand link Change
Contact between actions Process/Plans
ONGOING ONGOING and performance
3.3.2 3.3.4
Individual analysis Individual Sales Force 3.1.1
of sales performance data Effectiveness Assessment Review History
and Targets
ONGOING
- 33 -
4 - Management Reporting
- 34 -
4 - Management Reporting Level 2
4.1
Company Information
4.2
Marketplace Information
4.3
Performance Information
4.4
Customer Information
- 35 -
General requirements of management reporting
GENERAL REQUIREMENTS
• Information entered once only (ensures motivation, quality and consistency)
• Ability to roll up data at a number of levels (global, national, regional, territory)
Ability to cut information in a number of different ways :
•Segment
•Therapeutic Area
•Region or Territory
•Sales Rep.
• Tool to assist in the identification of patterns and trends in large volumes of data
• Ability to access specific relevant information (push or pull) as opposed to the
traditional “push” of large volumes of often irrelevant data
• Ability to generate standard reports
• Flexible and configurable ad-hoc reporting suitable for a wide range of user types
• Ability to configure a “favorites” dashboard of reports drawing on standard reports
and ad-hoc reports (either created by the user or by other users)
- 36 -
4.1 - Company Information Level 3
•Marketing Plans
4.1.1 •Sales Plans
•Account Plans
Planning Information
•Planned and actual details available
•Plans which roll-up at global, country, regional and territory level
•Product Encyclopaedia
•Up-to-date Clinical Work
4.1.2
•Papers written
Products and Services •New studies (internal and competitor)
•Product bebefits (safety profile, efficacy, AEs, price/cost
- 37 -
4.2 - Marketplace Information Level 3
•Gguidelines
4.2.1 •Reimbursement levels
Government Policies • Budget eligibility
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4.3 - Performance Information Level 3
•Forecast vs. actual vs. target (at account, territory, regional and national levels)
4.3.1 •Following planning horizons available : weekly, monthly, quarterly, annually
Sales Performance
•Budget spend against plan (account, territory, region and national levels)
4.3.4 •ROI vs. forecast (account, territory, region and national levels)
Financial Performance
- 39 -
4.4 - Customer Information Level 3
•Fax
4.4.2 •Phone
Contact Information •e-mail
•Geographical location (to post code level)
- 40 -
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