© INSIGHT Marketing and People 2008 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 …. KA Manager …. Surround Team ….
© INSIGHT Marketing and People 2008 Executive Summary Opportunity / Objectives … The Key People … The Proposition … Projects … Resources / sanction required … Timetable …
© 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 …
© 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) 1.… 2.… 3.…
© INSIGHT Marketing and People 2008 Resources Required (People, Time, Budget, Assets, Equipment, Management support) ….
© INSIGHT Marketing and People 2008 Implementation Timetable DateActionWho?