This product (Key Account Management 101 - Best Practices) is a 47-slide PPT PowerPoint presentation slide deck (PPT), which you can download immediately upon purchase.
Having a robust and streamlined Key Account Management (KAM) Program is critical, because it helps organizations build strong and long-lasting relationships with their most important clients.
This PowerPoint presentation provides a step-by-step, detailed approach to designing a Key Account Management Program, including:
• selecting and segmenting key accounts
• defining team structure, roles & responsibilities, activities, resource allocation, and team charter guidelines
• account plan and review process
• other initiatives to support a KAM program
• a roll-out plan
This Key Account Management framework and process is the same used by leading organizations, including the Fortune 100, and deployed by global consulting firms for their clients when launching Key Account Management Programs. It contains the following differentiating attributes:
• Integrated approach applicable for global and non-global accounts
• Segmentation approach for key accounts
• Resource allocation framework
• Identification of key pain points in the development and implementation of a Key Account Management Program
By dedicating specific resources and efforts to these key accounts, organizations can better understand their needs, provide personalized solutions, and ultimately increase Client Satisfaction and Loyalty. This, in turn, can lead to increased revenue, repeat business, and referrals.
Your organization can leverage this KAM framework for the following purposes:
Setting up a new KAM Program (global and non-global)
Redesigning an existing Key Account Management Program
Revisiting elements of existing Key Account Management Program
An effective Key Account Management Program can help your organization identify opportunities for Growth and Innovation—and stay ahead of competitors in the market.
The PPT also outlines a comprehensive approach to segmenting key accounts based on their value and alignment with company objectives. It highlights the importance of proactive solutions and targeted investments to drive account growth and satisfaction.
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MARCUS OVERVIEW
This synopsis was written by Marcus [?] based on the analysis of the full 47-slide presentation.
Executive Summary
This presentation, "Key Account Management 101 – Best Practices," offers a structured, consulting-grade approach to developing and refining Key Account Management (KAM) programs. Crafted with insights from industry leaders, it provides a step-by-step guide for selecting and segmenting key accounts, defining team structures, and establishing roles and responsibilities. This document empowers corporate executives and consultants to enhance client relationships, optimize resource allocation, and implement effective KAM strategies, ensuring that organizations can deliver tailored solutions that meet the unique needs of their key accounts.
Who This Is For and When to Use
• Corporate executives overseeing sales and account management teams
• Integration leaders responsible for implementing KAM programs
• Consultants advising organizations on account management strategies
• Sales managers aiming to enhance their team's effectiveness in managing key accounts
Best-fit moments to use this deck:
• Setting up a new key account management program for global and non-global accounts
• Redesigning an existing key account management program to improve effectiveness
• Revisiting elements of an existing key account management program to ensure alignment with current business goals
Learning Objectives
• Define key accounts and establish actionable segmentation criteria
• Build a comprehensive team structure with clearly defined roles and responsibilities
• Develop an effective account plan and review process tailored to key accounts
• Identify and address key pain points in the implementation of a KAM program
• Create a structured roll-out plan for KAM initiatives across the organization
• Establish a communication strategy to engage stakeholders effectively
Table of Contents
• Document Description (page 2)
• Overview of Key Account Program (page 3)
• How to Define and Identify Key Accounts (page 4)
• Summary of Defining and Identifying Key Accounts (page 5)
• What Can a Key Account Expect from a Company? (page 6)
• How Many Key Accounts Should a Company Have? (page 7)
• Key Account Segmentation Criteria (page 8)
• How to Develop Processes and End-Products to Support Key Account Program (page 9)
• Additional Initiatives to Support a Key Account Program (page 10)
• How to Develop a Key Account Roll-Out Plan (page 11)
Primary Topics Covered
• Key Account Definition - A key account is defined as an account large enough to require a dedicated team providing consistent, high-quality service.
• Segmentation Criteria - Accounts are segmented based on potential operating profit and wallet size, ensuring distinct and actionable categories.
• Team Structure - A structured approach to defining roles and responsibilities within key account teams, ensuring clarity and accountability.
• Account Planning Process - A detailed process for creating and maintaining account plans that align with the needs of key accounts.
• Performance Management - Establishing metrics and performance indicators to track the success of KAM initiatives and account management efforts.
• Roll-Out Strategy - A comprehensive plan for implementing KAM initiatives across the organization, including pilot testing and stakeholder engagement.
Deliverables, Templates, and Tools
• Key account segmentation framework to categorize accounts effectively
• Team charter guidelines outlining roles, responsibilities, and operating principles
• Account planning templates to facilitate structured discussions and documentation
• Communication strategy templates for engaging stakeholders during the roll-out
• Performance management scorecards to track key account metrics and success
• Pilot program design templates to test KAM initiatives before full implementation
Slide Highlights
• Overview of the KAM program, illustrating the integrated approach for global and non-global accounts
• Step-by-step process for establishing key account teams, detailing activities linked to value propositions
• Illustrative examples of segmentation criteria based on potential operating profit and wallet size
• Visual representation of the integrated roll-out timeline for KAM initiatives across multiple waves
• Key account team operating principles emphasizing collaboration and performance review
Potential Workshop Agenda
KAM Program Overview (60 minutes)
• Introduce the KAM framework and its importance
• Discuss segmentation criteria and identification of key accounts
• Review the roles and responsibilities within key account teams
Account Planning and Review Process (90 minutes)
• Outline the steps for developing effective account plans
• Engage in group exercises to create sample account plans
• Establish performance metrics and review processes
KAM Roll-Out Strategy (60 minutes)
• Define the structure and roles of the project management office
• Discuss communication strategies for stakeholder engagement
• Plan for pilot testing and subsequent roll-out phases
Customization Guidance
• Tailor segmentation criteria based on specific industry needs and customer behaviors
• Adjust team structures and roles to align with organizational capabilities and resources
• Modify the account planning process to reflect unique value propositions for different segments
• Incorporate organizational terminology and metrics into performance management tools
• Adapt communication strategies to fit the culture and preferences of stakeholders
Secondary Topics Covered
• Identification of key pain points in KAM program implementation
• Strategies for addressing anticipated tensions between sales and delivery processes
• Development of initiatives to enhance KAM capabilities within the organization
• Best practices for engaging with stakeholders throughout the KAM program lifecycle
FAQ
What is a key account?
A key account is defined as a customer that is significant enough in size and potential to warrant a dedicated account management approach, ensuring high-quality service and tailored solutions.
How should a company segment its key accounts?
Segmentation should be based on criteria such as potential operating profit and wallet size, ensuring that accounts are distinct and actionable for the organization.
What are the critical roles in a key account team?
Key roles typically include an account team leader, executive sponsor, and various support roles, each with defined responsibilities to ensure effective account management.
What should an account plan include?
An account plan should encompass an overview of the account, strategic objectives, performance metrics, and a clear action plan with assigned responsibilities.
How can a company ensure successful roll-out of KAM initiatives?
Success can be achieved by developing a structured roll-out plan that includes pilot testing, stakeholder engagement, and a clear communication strategy.
What metrics should be used to measure KAM success?
Metrics may include revenue growth, account satisfaction, share of wallet, and the number of new opportunities generated through proactive engagement.
How often should account plans be reviewed?
Account plans should be reviewed regularly, ideally on a quarterly basis, to ensure alignment with changing account needs and organizational goals.
What initiatives can support a KAM program?
Initiatives may include training programs for account teams, performance management frameworks, and tools for opportunity management and solution development.
Glossary
• Key Account - An important customer requiring dedicated management and tailored solutions.
• Segmentation - The process of categorizing accounts based on specific criteria such as potential profit.
• Team Charter - A document outlining the roles, responsibilities, and operating principles of a team.
• Account Plan - A strategic document detailing objectives, actions, and metrics for managing a key account.
• Performance Management - The process of tracking and evaluating the success of KAM initiatives.
• Roll-Out Plan - A structured approach for implementing KAM initiatives across the organization.
• Stakeholder Engagement - The process of communicating and involving key individuals in the KAM program.
• Pilot Testing - A preliminary implementation of KAM initiatives to assess effectiveness before full roll-out.
• Value Proposition - A statement that outlines why a customer should choose a company over its competitors.
• Total Cost of Ownership (TCO) - A financial estimate that helps buyers determine the direct and indirect costs of a product or service.
• Communication Strategy - A plan for how information will be shared with stakeholders during the KAM program.
• Initiative - A specific action or project aimed at improving the KAM program and its effectiveness.
This PPT slide outlines a structured four-step process for establishing key account teams, crucial for organizations aiming to enhance their account management effectiveness. Each step is clearly delineated, focusing on specific outputs that contribute to the overall goal of aligning team activities with the value proposition of different market segments.
The first step, "Define key activities by segment linked to value proposition," emphasizes identifying essential tasks that the account team must execute. This ensures that the team's efforts are directly aligned with delivering value to the client. The output here is a comprehensive list of key activities tailored to each segment.
Next, the slide moves to "Identify roles, responsibilities and capabilities required to deliver on activities." This step is about clarifying the specific roles necessary for executing the identified activities. It includes a description of each role and the capabilities required, suggesting the use of the RACI framework to clarify responsibilities. This structured approach helps in ensuring accountability and clarity within the team.
The third step, "Determine account leadership," focuses on defining who will lead the account teams. This involves assessing leadership capabilities and aligning them with the strategic needs of the account. The output is a clearly defined leadership structure that supports effective decision-making.
Finally, "Determine optimal structure, investment and operating principles" rounds out the process. This step involves establishing the team structure, whether dedicated or pooled resources, and determining the necessary investment levels and operating principles. The output is a well-defined framework that guides the operational aspects of the account teams.
Overall, this slide serves as a practical guide for organizations looking to optimize their key account management efforts through a systematic approach.
This PPT slide outlines a structured approach to developing a Key Account Program, emphasizing the importance of defining key accounts and establishing processes to support them. The content is organized into 3 main components: defining key accounts, developing supporting processes and products, and creating a rollout plan for the organization.
The left section poses critical questions that need to be addressed. It starts with defining what constitutes a "key account," which is essential for identifying which clients warrant focused attention. It suggests evaluating potential criteria for screening these accounts and determining how many should be prioritized. The need for actionable segmentation is highlighted, along with clarifying the value proposition for each account. This foundational understanding is crucial for aligning resources effectively.
The middle section shifts to operational aspects, asking about the key steps in the sales and delivery process. It identifies potential points of tension that may arise during these interactions, indicating a need for proactive management. The focus here is on aligning initiatives along the sales and delivery processes to ensure the effectiveness of the key accounts program.
The right side of the slide addresses the implementation phase, detailing the sequence for rolling out initiatives, the necessity of pilot testing, and determining the appropriate pace for organization-wide adoption. It also emphasizes the importance of a well-defined communication plan for stakeholders, ensuring that everyone involved is informed and aligned.
Overall, this slide serves as a comprehensive guide for organizations looking to enhance their key account management strategies, providing a clear framework for both planning and execution.
This PPT slide presents a framework for determining the optimal number of key accounts a company should manage, along with the corresponding levels of potential operating profit. It features a scatter plot that correlates potential spend, represented as wallet size, against potential operating profit, measured in percentage terms. The visual aids in identifying the relationship between these 2 variables, helping executives assess which accounts are worth pursuing.
The plot is divided into distinct areas, with thresholds marked for both global and non-global key accounts. The blue shaded regions indicate accounts that meet the criteria for global key accounts, while the lighter blue section represents non-global key accounts. This segmentation allows for a clearer understanding of which accounts could yield higher profitability based on their potential spend.
A critical takeaway is the emphasis on data-driven decision-making. The slide notes that initial estimates of potential spend and operating profit should be derived from historical account-level sales data, supplemented by secondary information and other indicators. This approach encourages a thorough analysis of existing relationships and market opportunities, ensuring that resources are allocated effectively.
The visual representation serves as a guide for executives to prioritize accounts that not only promise significant revenue, but also align with the company's strategic objectives. By understanding where to focus efforts, companies can enhance their account management strategies and drive growth more efficiently.
This PPT slide presents a structured overview of a virtual team framework designed for effective account management. It illustrates a hierarchy where a team leader coordinates various regional leaders, each responsible for specific geographic areas. The direct reporting lines from the account leader to regional leaders emphasize a streamlined communication flow, ensuring that regional teams are aligned with overarching account strategies.
Each regional team leader oversees local sales specialists and country sales managers, indicating a layered approach to account management. This structure allows for tailored strategies that cater to regional market dynamics while maintaining global consistency. The inclusion of a dedicated Account Program Manager highlights the importance of having a central figure to ensure uniformity in implementation across different regions.
The slide also delineates roles within the team, distinguishing between global and regional responsibilities. Global roles are assigned to accounts and serve as primary contacts, facilitating direct engagement with accounts at the business unit level. Conversely, regional roles focus on localized interactions, ensuring that the team is responsive to specific client needs within their territories.
The mention of "mostly dedicated resources" and "pooled resources for BUs with little potential" suggests a strategic allocation of personnel based on account value. This indicates a thoughtful approach to resource management, where teams are optimized for both high-potential and lower-potential business units.
Overall, this slide serves as a practical guide for organizations looking to enhance their account management practices through a well-defined team structure that balances global oversight with regional responsiveness.
This PPT slide outlines a structured approach for testing and refining releases at select accounts before broader implementation. It categorizes the process into 4 distinct releases, each targeting specific aspects of account management. The first release focuses on segmentation, team structure, and account planning. The second release emphasizes performance management and incentives. The third release addresses opportunity management, which includes opportunity qualification and tracking processes. The final release concentrates on solution development and operational linkages.
Each release is tested across various groups of key accounts, including a pilot group and 2 additional groups, with the remaining accounts being considered for future roll-out. The visual representation shows the progression of releases over time, indicating a timeline of nine months to achieve impact, followed by an eight-month and five-month period leading to rapid roll-out initiatives.
Ongoing efforts are highlighted, particularly in talent identification and capability building, which are essential for sustaining the changes introduced through the releases. The slide also includes considerations for adjusting the schedule based on pilot outcomes and emphasizes the importance of clear checkpoints for go/no-go decisions before advancing to the next phase of roll-out.
This structured approach ensures that each release is validated through practical application, minimizing risks associated with broader implementation. It reflects a commitment to continuous improvement and strategic alignment with client needs, making it a valuable framework for organizations looking to enhance their key account management practices.
This PPT slide outlines critical team activities segmented by account type, categorized into 4 main phases: Prepare, Qualify, Propose, and Close. Each phase details specific actions tailored to different account segments: Commodity, Learn/develop, Teach, and Partner.
In the Prepare phase, activities focus on designing an overall strategy for the account and building influence. For Commodity accounts, the emphasis is on internal support to expand product offerings across geographies. In contrast, for Learn/develop, the focus shifts to gaining internal backing for investment to foster relationships. The Teach segment highlights the importance of identifying and cultivating relationships with key decision-makers.
The Qualify phase involves developing a business case that outlines value drivers and estimated benefits. For Commodity accounts, it includes performing due diligence on total cost of ownership. The Learn/develop segment continues this trend by emphasizing the need to explore ways to increase share of wallet and cross-business efforts.
During the Propose phase, the focus is on developing solutions that enhance profitability. The Commodity segment stresses the need for pricing coordination and contract negotiation. In the Learn/develop area, identifying growth opportunities for the company is key, while the Teach segment encourages joint exploration of cross-selling opportunities.
Finally, the Close phase emphasizes execution and retention strategies. For Commodity accounts, the focus is on ensuring profitability and contract terms, while the Partner segment highlights the importance of closely following up on results to ensure alignment with critical business needs.
This structured approach allows organizations to tailor their account management strategies effectively, ensuring that each account segment receives the appropriate attention and resources.
This PPT slide presents a framework for understanding the varying needs of key accounts based on their willingness to engage in value-based discussions. It categorizes accounts into 4 distinct segments: Learn, Partner, Commodity, and Teach, each reflecting different levels of engagement and focus.
The "Learn" segment targets accounts that are eager to collaborate with suppliers to develop innovative solutions. These accounts are still in the early stages of building their capabilities and prioritize Total Cost of Ownership (TCO) over mere pricing. This indicates a readiness to invest in long-term value creation rather than short-term savings.
In the "Partner" category, accounts are characterized by a strong belief in the supplier's capabilities. They are willing to co-develop solutions and share the risks associated with development. These accounts view the supplier as a strategic partner, emphasizing TCO as a critical factor in their decision-making process.
The "Commodity" segment represents accounts that primarily focus on price. They engage suppliers only after service needs are met and show a limited willingness to pay for added value. This suggests a transactional relationship where cost is the dominant factor.
Lastly, the "Teach" segment includes accounts that recognize the supplier’s domain expertise, but prefer to develop solutions internally. While these accounts acknowledge the potential for significant value creation, they are skeptical about the involvement of third parties, indicating a preference for self-reliance in solution development.
This framework provides insights into how to tailor approaches to different account types, emphasizing the importance of understanding each segment's unique motivations and engagement levels.
This PPT slide outlines the concept of a "Key Account," emphasizing its significance in a business context. It defines a key account as one that is substantial enough to justify a systematic and effective management approach. The text highlights that this approach should ensure that the best resources and capabilities of the company are utilized to meet the account's needs.
Key criteria for identifying a key account include thresholds based on potential operating profit and the anticipated spending capacity of the account. This suggests that not all accounts warrant the same level of attention; only those that meet specific financial criteria should be classified as key accounts.
The slide further elaborates on the scalability of account management. It mentions the importance of considering the breadth of geographic presence and the diversity of business lines when managing these accounts. This indicates that a one-size-fits-all strategy is insufficient; rather, a tailored approach is necessary to address the unique characteristics of each key account.
Coordination is also a critical theme. The slide notes that management efforts should be synchronized across different geographies and lines of business. This coordination ensures that the account management strategy is consistent and effective, utilizing standardized tools, metrics, and terminology. Tailored solutions are essential, as they cater to the specific needs and potential of each segment, reinforcing the idea that understanding the account's unique context is vital for success.
Overall, the slide serves as a foundational overview for organizations looking to refine their approach to key account management, stressing the importance of strategic alignment and tailored solutions.
This PPT slide presents an illustrative timeline for the roll-out of a Key Account Management (KAM) program, structured across multiple workstreams over a 15-month period. The timeline is segmented by month, allowing for a clear visual representation of various phases and activities involved in the implementation process.
Key components include program management structure, stakeholder communication, pilot design and launch, and initiatives diagnosis and design. Each workstream is marked with specific tasks, such as kick-off meetings, roadshows, and pilot design activities, which are crucial for ensuring stakeholder alignment and effective execution. The timeline also highlights the importance of pilot testing, indicated by distinct symbols, which suggests that initial trials are essential before full-scale implementation.
The slide emphasizes that the duration of the KAM program roll-out is closely tied to its complexity, which is influenced by factors like the number of key accounts, markets involved, and the current state of each initiative. This insight is critical for executives to understand that a tailored approach is necessary, as the intricacies of each account and market can significantly impact the overall timeline.
The visual format aids in grasping the sequential nature of tasks and the interdependencies among different workstreams. This clarity can help decision-makers allocate resources effectively and anticipate potential bottlenecks. Overall, the slide serves as a strategic guide for executives considering the implementation of a KAM program, providing a structured overview of key phases and considerations.
This PPT slide outlines the key responsibilities of a change agent within account teams, divided into lead and support roles. The lead role emphasizes the importance of consistent and timely implementation of program releases. This involves active participation in problem-solving within account teams, addressing potential challenges as they arise. The change agent is also expected to serve as a role model, engaging directly with team members through activities like ride-alongs and meetings. This hands-on approach is designed to demonstrate the key elements of the program effectively.
On the support side, the slide details the implementation of foundational elements for each initiative. This includes defining the team structure for account teams, clarifying roles and responsibilities, and developing team charters. Training for account team leaders is highlighted as a critical component, ensuring they are equipped to lead their teams effectively. The slide also stresses the need to identify and share best practices across account teams, fostering a culture of continuous improvement.
Feedback from account teams is essential for updating processes and elements associated with each initiative. This iterative approach allows for adjustments based on real-world experiences and challenges faced by the teams. Centralized training and program office support are mentioned as resources to compile best practices and refine initiatives. Overall, the slide presents a structured framework for driving change within account teams, emphasizing both leadership and collaborative support. This dual focus is crucial for ensuring successful implementation and alignment with broader organizational goals.
Source: Best Practices in Sales, Key Account Management, Bain PowerPoint PowerPoint Slides: Key Account Management 101 - Best Practices PowerPoint (PPT) Presentation Slide Deck, P-Square Partners
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