What is a "major account"?  Is it size?  Is it importance to your company or division?  Is it a key player in your industry?  Is it global?  What % of your gross revenue comes from these accounts?

There are many ways to describe those key accounts that your company doesn't want to lose.  Most of you have a strong hunch that there is much more business within these accounts than you are currently getting.  Further - loss of just one can have a significant impact on revenue.  Sometimes the size and/or complexity of an account is like a territory unto itself.  How does an account manager get their arms around the full opportunity potential within these organizations?

Account Planning is the process a sales team, lead by the major account manager, uses to analyze and strategize a handful of large, major accounts. A plan includes analysis and goal setting around your company’s products and services, market segments, competition, trends, and how that maps to the goals and objectives of your major account.  With Account Planning, the work begins with looking at both business and service units within the company to map out what areas you are currently servicing, and figuring out where other opportunities lie.  The end result is a full segmented account with a developed strategy and action plans for each selected business and service unit.

Core attributes of an account plan include:

• Opportunity/threat analysis,

• Revenue and Relationship objectives,

• Account strategy,

• Business/Service Unit identification and analysis,

• Situational analysis,

• Estimates of account potential,

• Mapping of current product and service penetration

• Profiling of key executive relationships,

• Partnership capabilities and strategies

Who Should Attend:

Major Account Managers
Account Representatives (who assist in major accounts)
Sales Managers
Sales Directors
Sales Vice Presidents