The lighter-side-of-account-planning

THE LIGHTER SIDE OF THE
ACCOUNT PLANNING SEASON
TECHNOLOGY TO MANAGE GROW KEY ACCOUNTSAND

DISCLAIMER
This Ebook and its contents are meant to be a fun, light-hearted look at various
aspects of Key Account Management. No offence is meant or intended to any audience or reader.

or mere mortals, this time is all about
Festivities, Family and Food. For Key
Account Managers, it’s all about the
Future.
Year end is Annual Account Plan
Season. It is about visualizing the future
and building a plan to get there.
It is, unfortunately, also about stress
& anxiety.
There’s many a slip between data,
analysis, planning and execution.
The business impact of getting
this right - or wrong – cannot be
overstated.
This year, choose
#PainFreeAccountPlanning.
Just like DemandFarm Technology
can take the pain out of Account
Planning, this fun Ebook will give you a
few moments of respite at a tough time
of year. Even if you aren’t already using
DemandFarm, you will still appreciate
the irony.
Have Fun!
YEAR END...AND
BEGINNING OF NEXT
F
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he lighter side of…Collaboration…
No KAM is an island, even though it
sometimes feels like it.
Navigating relationships, leveraging
formal and informal af liations, getting
buy-ins from internal stakeholders,
sharing, collaborating, accountability…
it can all be so much easier and effective
with a little help from the right
technology!
#PainFreeAccountPlanning
T

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I THINK HE USED TO DO BUSINESS WITH US.
“WHEN KEY ACCOUNT TEAMS IN 2017 BEHAVE LIKE IT’S STILL 1950”
AND JAKE, I NEED ALL THE NUMBERS -
LAST 3 YEARS-FROM THIS CLIENTS
OEM BUSINESS IN AFRICA – THINK
WE CAN GET A PIECE OF THE PIE THERE..
KIM – YOU NEED TO TRACK DOWN THE
THEN-VP WHO IS NOW HEADING
BANKING IN EUROPE…
SUMMER, IS THERE ANY WAY SIMON WILL
TALK TO US? HE WAS THE KAM IN 2014..
BEFORE OUR SYSTEMS CRASHED…
3
FLING
OINK!O
IN
K!
FLING

he lighter side of…Data Management…
KAMs aren’t robots, even though they
are sometimes expected to be!
Keeping track of data – spread across
several versions, in several formats, on
several devices, in multiple folders -
shouldn’t be what keeps KAMs busy
while building Annual Key Account
Plans.
T
4

5
“THIS IS YOUR LIST, AND THIS IS
MINE. I’VE SPENT WEEKS PULLING
NAMES FROM OUR CONTACTS,PARENTS..
I HAVEN’T EVEN STARTED
ON ADDRESSES YET..
OH IT’S A
NIGHTMARE…
”WHAT, AUNT LILA?
OH NO..SHE HATES ME..
SHE WOULD NEVER COME..
FORGET IT..AND YOU MISSED
OUT COUSIN RUDYFROM DC..
HE WOULD BE SO OFFENDED IF
WE DIDN’T ASK HIM…”
’WELL, HOW WAS I TOKNOW! THERE
HAS TO BE A SIMPLER WAY TO PLAN
THIS WEDDING”!
MAYBE I CAN USE MY DEMANDFARM
ACCOUNT PLANNING MODULE TO HELP US!
IT SURE MADE MY ANNUAL ACCOUNT
PLANNING A BREEZE THIS YEAR!”

he lighter side of…Value Creation…
Clients appreciate partnerships that
help grow their business. Yes - even
more than champagne and chocolates.
Key Account Management has evolved
from value delivery to value addition
to value creation – what do your
Account Plans target?
T
6

WHAT ARE WE DOING FOR OUR
CUSTOMERS THIS HOLIDAY SEASON??
TO ALL 1500 OF THEM???WELL, I’M SENDING OUT
CARDS AND CHOCOLATES.
SHOULDN’T WE
BE DOING
SOMETHING
SPECIAL FOR
THEM?
ABSOLUTELY
BUT IT SAYS HERE THAT 100 OF THEM
GIVE US 80% OF OUR BUSINESS..
“I ALREADY HAVE..I’VE GOT MY
2017 PLANS READY!
AND I’M GOING TO HELP THEM GROW
THEIR BUSINESS BY OVER 20% OR MORE
THE NEXT FEW YEARS..
“THAT’S GREAT’’
7

he lighter side of…Accountability…
KAMs need to get people to do things.
Preferably, willingly.
Annual Plans need stakeholder buy-in,
action, compliance and accountability.
Annual Plans that let stakeholders know
what is expected and tracks outcomes
help KAMs reach goals more effectively.
T
8

he lighter side of…Transformation…
KAMs are expected to build lasting
engagements when change is the only
constant.
You cannot control change around you
but you can control the way you manage
and grow your business. Winning KAMs
don’t do things their way – they do things
the best way.
T
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11
DENIAL
WHO NEEDS PLANNING? I’VE BEEN
MANAGING THIS ACCOUNT FOR YEARS-
I KNOW EXACTLY WHAT I NEED TO DO
ANGER
WHY DO THESE HQ GUYS EXPECT US TO
KEEP DOING THINGS THEIR WAY WHEN
I’VE BEEN DOING IT MY WAY FOR YEARS?
BARGAINING
OK, MAYBE I CAN USE THIS TECHNOLOGY
JUST TO MANAGE MY DATA, BUT STILL USE
MY OWN PROCESSES AND METHODS
DEPRESSION
WHEN DID THIS CLIENT GROW SO BIG?
THEY HAVE 25 BUYING UNITS IN 50
COUNTRIES, 3000 PEOPLE AND 6
VERTICALS.. HOW AM I EVER GOING
TO KEEP TRACK OF ALL THIS?
HEY JIM, COULD YOU MAKE ME A
LOGIN FOR THAT DEMANDFARM
APP YOU’VE BEEN USING?
ACCEPTANCE
THE ROUGH PATH
TO STRATEGIC
ACCOUNT PLANNING

rom planning to execution,
DemandFarm technology takes your Key
Accounts from complexity to clarity; status
quo to growth.
Without any extra investments, software
or data entry.
All from inside your existing CRM, with
your existing data, integrated with your
methodology.
It’s so convenient and obvious, you’ll
wonder why you aren’t already using it!
Ready to experience
#PainFreeAccountPlanning ?
Sign Up and Create your Key Account
Plan with DemandFarm now.
F
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TECHNOLOGY TO MANAGE GROW KEY ACCOUNTSANDwww.demandfarm.com

The lighter-side-of-account-planning

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