Download Key Account Plan

Key Account Plan
Your Customer
© INSIGHT Marketing and People 2008
Contents
 The Key Account Team
 Executive Summary
 The Profit Plan
 Opportunities and Objectives
 The Contact Matrix & G.R.O.W.s
 The Value Proposition
 Projects
 Resources required
 Implementation timetable
© INSIGHT Marketing and People 2008
Key Account Team
Core Team
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Surround Team
KA Manager
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© INSIGHT Marketing and People 2008
Executive Summary
 Opportunity / Objectives
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 The Key People
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 The Proposition
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 Projects
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 Resources / sanction required
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 Timetable
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© INSIGHT Marketing and People 2008
Profit Plan
 Current Revenue/Volume/Profitability
 Target Revenue/Volume/Profitability
 Investment required
 Return on investment
© INSIGHT Marketing and People 2008
Opportunities & Objectives
Opportunities
Objectives
Competitive Position
& response required
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© INSIGHT Marketing and People 2008
Contact Matrix
(insert excel spreadsheet populated with G.R.O.W.s)
© INSIGHT Marketing and People 2008
Value Proposition
 (Product/service)
 (What solution is provided to what issue/problem?)
 (What is the positive impact on the customer’s business?)
 Who does it benefit?
 Measured value of impact?
 (What is our reward?)
© INSIGHT Marketing and People 2008
Projects
(Objective, investment, return, activities, team, milestones)
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© INSIGHT Marketing and People 2008
Resources Required
(People, Time, Budget, Assets, Equipment, Management support)
 ….
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© INSIGHT Marketing and People 2008
Implementation Timetable
Date
Action
Who?
© INSIGHT Marketing and People 2008