Overview of Account Planning
What is account planning and why do we need it?
Account planning is an exercise of gathering pertinent information about a target company and compiling a compelling case, both business and technical as well as relationship map to approach the sale in a well prepared, focussed and strategic manner.
Account Plans
Account planning is a regular exercise to keep track of goals and plan for continuous revenue growth. We utilise this template to compile account plans and use it as working document in regular KAM sessions.
Components of Account Plans
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Business Overview
Organisational overview to describe important company information including details such as their financial year end, current climate of their business & market, their target market and our strategy and goal with that company.
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Key Business Initiatives
This outlines the key focus strategic and tactical projects at the organisation and how Mobiz can potentially add value to them
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Customer Relationship Landscape
Details of current relationships we have at the client mapped to our resources as well as future relationships we need to create.
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Customer Products and Revenue
A picture of the current marketing technology landscape, including white space analysis to identify potential opportunities.
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Account Competitor Analysis
The competitor landscape at the customer in relationship to our offering, outlining strengths and weaknesses.
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Buying Process and Selling Points
The customers procurement process includes contacts and timelines, as well as key decision criteria for buying and content that they consume that would influence their stance on a purchase.
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Relationship Goals and Strategy
The desired organisational relationship and how to progress to this stage and any key additional organisational relationships involved.
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Sales Opportunities, Targets and Risks
List of products/services that will help your account attain its goals, alongside revenue goals/projections and any blockers or potential objections.