Professional Documents
Culture Documents
Team Mission:
Deliver World Class Key Account & Territory Management
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Customer
Partners
Finance
Human Resources
Take action
Review account
Marketing Product Mgmt Sales Mgmt Territory Mgmt BizDev Regional Mgmt
Sales Support
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Tie account team incentives to customer metrics Reflect balanced scorecard in account metrics
Analyze Account
Review account
Monitor performance against tactical plan Hold account team members accountable
Understand account requirements/ needs/ capabilities Plan account actions to fix problem P&L line items Target account goals/ accountability for profit improvement Match strategy to improvement potential
Include customer in account planning process Develop both internal and customer targets Tie actions/events to improvement opportunities
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Objective
The principle objective of Key Account Management is to provide the following benefits to the Sales Organization and Customer..
CUSTOMER
Better product information Better information on services Better understanding of reimbursement Better product benefits knowledge Ability to raise individual profile Increased end users Provide resource input
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Process Overview
Level 1
3 Territory Management
4 Management Reporting
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Level 2
1.4 Validate
KA? KAs
Non KAs
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Level 2
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Level 3
Input
General information on the account Account history share of customer profitability spending and service requirements past account plans product performance issues service effort Classification criteria
Output
Business overview of the customer Understanding of key players and relationships Map of influencers Review of relationship history and performance of the customer
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Level 3
Rank customers by order of Identify accounts importance, segmentation current situation Develop a map to guide Identify benefits networking of offering to Consider accounts influence / meet need / reputation opportunities Be familiar with accounts business Estimate accounts expenditures and constraints Consider accounts buying history Determine accounts buying cycle Identify influencers / decision makers Identify prospect by product line / treatment modality ; 3rd party information Conduct needs assessment Identify, probe ,qualify needs / concerns Seek alternate sources of information on the account
Develop and maintain 2.2.1 account profiles Define account Identify process strategy for product approval
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Level 3
Input
Account profile Company/ Business Unit strategy Financial targets
Output
Customer strategy Long- medium -short term Customer team
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Level 3
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Level 3
Input
Opportunities identified Account objectives Product and service offerings Customer needs Critical success factors Competitive position
Output
Account plan including actions, resources, responsibilities, timelines, quantitative and qualitative targets and progress measurements for the next period. Key account portfolio consolidated
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Level 3
Design call cycle (day, week, month) Select appropriate contact method Build a regional action plan Add customer to call cycle Strategic process and position product
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Level 3
Input
Action plans Responsibilities Resources
Output
New opportunities identified Actions executed Results of actions Customer insight Market intelligence
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Level 3
Demonstrate proof (clinical) Present clinical information Refer to other successes testimonial Explain products in terms of competition, feature benefit selling Reassure account of our value Confirm benefits of offering to meet needs Use appropriate selling tools Gain account agreement Negotiate order / terms and conditions Receive order
Enter order or recognition of order in system Alert account to any changes (reimbursement) Resolve disputes Arbitrate differences, make adjustments Assure account satisfaction Show appreciation of business Question all influencers and decision makers Grow advocates for feedback Reinforce prior purchasing decisions
Follow up on plan
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Level 3
Input
Results of actions Cost of actions Resources consumed Sales Cost of goods Services and goods provided Promotion effort Revised targets and budgets
Output
Assessment of account performance Review of the return on the account Review of the Key Account portfolio Performance rewards
2.1.1 Develop / update account profile 2.3.3 Review and assess account portfolio
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Level 3
Get feed back from account Analyze win / loss Compare performance against goal Benchmark own performance against competition
Evaluate relationship with account Evaluate skills to deal with account Build skills
1.2.1 Historical Review 2.1.1 Develop / update account profile 2.3.3 Review and assess account portfolio
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3 - Territory Management
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3 - Territory Management
Level 2
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Level 3
Financial Information
Cost Revenue Profitability
Ex-factory data
ONGOING 3.1.1 Collect/Review Customer Information 3.1.3 Review Segment Strategies & Definitions
3.1.2 Targeting
ONGOING
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Level 3
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Level 3
Financial Information
Cost, revenue, profitability
Ex-factory data
3.3.1 Management analysis of sales performance data (including training function) 3.2.7 Document Contact PERIODIC
3.3.2 Management Sales Force Effectiveness Assessment (including training function) PERIODIC
ONGOING 3.3.4 Individual Sales Force Effectiveness Assessment ONGOING 3.1.4 Define Call Objectives 3.2.1 Prepare for call
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4 - Management Reporting
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4 - Management Reporting
4.1 Company Information
Level 2
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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)
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Level 3
.1.3 l Information
Details of marketing messages by product and segment Catalogue of marketing materials Calendar detailing key events (e.g. launches, new materials, available) Ability to view availability of incentives (e.g. tickets, conferences, etc.) Company best practice Newsflashes about events which may impact operations Ability to share important information across regions - not just vertically
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Level 3
Marketing messages/materials and recommended response Competitor strengths and weaknesses by product and segment Global/country level activity - launches, campaigns, etc. Account level activity - products offered, share of wallet, incentives, etc. End user profile Treatments Research Future trends
4.2.3 Information
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Level 3
Market share by product at (account, territory, region and national levels) Comparison at these levels to competitor products
Budget spend against plan (account, territory, region and national levels) ROI vs. forecast (account, territory, region and national levels)
Contacts/Calls (actual vs. target) Monthly actions and objectives (actual vs. target)
Individual performance against incentive targets Percentage contribution (territory, region, etc.)
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Level 3
Sales by product category over time (historical) Planned sales by product category (future)
Names and roles of person who made contact Purpose of contact Results and actions or questions arising Planned future contacts (when, where, by who, for what) Relationships within account (influencers, decision makers, etc.) Relationships between account and external bodies/individuals Relationships to Customers
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