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Every Key Account Manager should gather, hold and update the following information Customer overview The company’s business with the customer Business plan summary Trade terms structure Performance Commercial performance Distribution requirements In-store performance The customer’s business Strategy and plans Key personnel Organogram Measures and performance

A checklist of the information required Customer overviewYes/No The ownership of the customer The customer’s account number and/or any other reference numbers relevant to the company The trading names or brand names of the different retail formats the customer operates The channels in which the different formats operate The number of outlets in each format/channel The share of the company’s business that the customer accounts for in total and in each format (Moving Annual Total) (MAT) The company’s invoice value sales to the customer in total and by format, year to date The growth or decline in the company’s invoice value sales to the customer compared with the previous year (MAT) Links to the customer’s website locally and globally and newsfeeds (via Feedly, for example)

A checklist of the information required Key personnelYes/No Address book style Linked to RACI plan (in business plan) Links to store list (by format and grade) name store number address store manager List all the key people, name and address For every individual who is Responsible, Accountable, needs to be Consulted or Informed (RACI) for any actions, especially those in your business plan, note them here, or hyperlink.

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A checklist of the information required The company’s business with the customerYes/No Business plan overview Trade terms structure Performance commercial performance in-store execution

A checklist of the information required Business plan summaryYes/No SWOT analysis summary Annual objectives Strategies to achieve objectives RACI plans to achieve objectives Status update

A checklist of the information required Trade terms structureYes/No A description of the current trade terms Discounts (%) payable on the total business and on parts of it (i.e. specific category or brands) on and off invoice Rebate payments, steps and terms Direct payments Indirect payments

A checklist of the information required Commercial performanceYes/No Sales to the customer: invoice sales value, company, category, brand (key variants if necessary) invoice sales volume, company, category, brand (key variants if necessary) monthly updates YTD and MAT Compared to: YTD PY YTD MAT business plan forecast total company sales (share of total company sales) Summary numbers and graphs

A checklist of the information required In-store performanceYes/No Listings by format and by grade vs. the target O-O-S levels (including definitions – manual input) Share of space by category, segment and brand vs. the target Shelf layout by category segment and brand vs. the target Secondary displays vs. the target Promoters vs. the target Promotions vs. the target POSM placement vs. the target Actual average retail selling price (calculated) vs. the target

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A checklist of the key information required The customer’s businessYes/No Strategy and plans Key personnel Measures and performance

A checklist of the information required Strategies and plansYes/No Published vision and mission statement Regional and global strategic priorities National strategic objectives Strategies to drive sales growth: store expansion – objectives format expansion – objectives marketing – objectives loyalty scheme – objectives pricing objectives own label – objectives customer service – objectives category role – objectives others – objectives Strategies to increase profitability: cost-price reduction (category gross margin) – objectives other income – objectives service level – objectives payment terms – objectives inventory days – objectives range rationalization – objectives Labor cost reduction – objectives technology – objective supply chain initiatives – objectives others – objectives

A checklist of the information required Customer performance measuresYes/No Retail sales by the customer: retail sales value total category, company, brand retail sales volume total category, company, brand Updated monthly YTD and MAT Compared to: YTD PY YTD MAT business plan forecast sales in channel (share) total sales (share) Front margin % total, company, category and brand Back margin % total, company, category and brand Inventory days – company Inventory turns GMROII Summary numbers and graphs Links to annual reports

A checklist of the information required Related database Yes/No Store lists sort by format and grade. Invoice sales data by SKU: include the total company sales and sales by channel for comparison base it on the front margin calculation spreadsheet link it to the investment sheet for back margin calculation. Retail sales data (including margin estimates) for comparison: total market sales (e.g. Nielsen) x multiplier total channel sales (e.g. Nielsen) x multiplier. include competitive margin estimates. base it on the back margin calculation spreadsheet.

Planning document – Data collection for the Customer Information Database Data gapSourceWho to collectHow to collectBy when