Key Account Management
Need some new tools to manage and retain your key accounts? Download the Key Account Management presentation template for the top tools to manage enterprise clients. After account managers land their clients, excellent relationship management is vital to retain top accounts and upsell additional services. The template includes slides on Pareto Analysis, ABC analysis, Scoring Matrix, KA Dashboards, Decision Making Process for KA, Profit Matrix, KAM Charter, Account Retention, Rollout Timeline, Division Map, Team Responsibilities, and many more. Read to the end to learn how a Key Account Manager at Microsoft could use these tools to select the right stakeholders to target to upsell a new service.
Pareto Analysis is a critical tool for resource-stretched managers. This visualization helps the account manager determine the vital few accounts from the trivial many. Managers will want to focus efforts on the vital few because, in this scenario, 20% of the top clients generate 80% of the revenue. In this slide, the x-axis represents the individual accounts, while the Y-axis is the amount of revenue generated.
The line chart is the cumulative impact curve, which helps determine which accounts to prioritize. If managers work hardest on the account that has the highest cumulative impact, they can get the highest percentage of positive ROI in return. (Slide 4)
With the same logic, Account managers can also use an ABC Analysis to divide accounts into tiers to prioritize accounts based on revenue impact. As a reminder, these dashboards all link up to Excel sheets where execs plug in their data. The example in this template has three years worth of data, but execs can edit the sheet to minimize or extend this range. (Slide 6)
A scoring matrix can help key account managers get more detailed on what's most important across harmony and growth. Two tables list all key accounts. The first table covers the growth potential, while the second table analyzes harmony with the company's strategic fit, culture, vision, and overall strategy. A weighting in the middle allows KAMs to grade each company's score based on specific factors. While growth is based on revenue, harmony is more of a qualitative rating system. Because Customer B is the highest, and managers have a limited amount of time, this assessment can help allocate time and prioritize accounts based on ROI and synergy. (Slide 3)
In addition to what accounts to prioritize, select KPIs for account management need to be tracked so KAMs can assess their overall success. This visualization covers the total account overview, change over time, onboarding status, and an endangerment column to alert account managers of accounts with low engagement and a high risk of cancellation. In this example visualization, MRR is listed across three plans, while the premium service represents the upsell opportunity, but of course, this can all be customized.
As KAMs know, onboarding an enterprise client is an important process. Managers can survey clients as to their satisfaction scores to assess where improvements can be made. The accounts and MRR at risk help Managers determine where the most value is at stake. Accounts at risk are listed by importance and the length of time they're in the queue, though managers can edit this to whatever quantifiable KPI is best to track their client's risk level. (Slide 24)
As a white-glove service, enterprise client management takes careful consideration, which is why KAMs need to understand their client's needs as well as the relevant stakeholders involved when purchase decisions need to get made. This slide uses an org chart visualization that color codes the quality of relationship with each stakeholder and delineates who reports to whom along with their decision-making power, so KAMs know where to dedicate resources to move the needle. The dotted line can be applied anywhere to account for any non-hierarchal influence, while the "0" plots key points of contact. Decision power is ranked from high to low. If the VP of Purchasing has a neutral opinion, but they have a high decision power ranking, this is the key stakeholder to manage and win over. (Slide 14)
Microsoft business scenario
Let's put these tools in context. Let's say you are a key account manager at Microsoft's Healthcare cloud division. Microsoft recently acquired Nuance for $19 billion dollars. This helped expand the company's client base, as Nuance already had 77% of US hospitals and 19 of the top 20 financial institutions as clients. Your main KPI as a key account manager is to grow the MRR of your current and, now, new clients. With Nuance, you can upsell new key accounts Azure, Teams, and Dynamic 365 services, as well as upsell recurring clients the new voice transcription and fraud prevention tools from Nuance.
Imagine the deal between Microsoft and the Mount Sinai Health System. The KAM has a good relationship with their contacts at Mount Sinai, but can't get them to commit to the full Azure cloud migration. The Exec Vice President needs to be convinced. They have a neutral opinion of Microsoft and the cloud. But the manager knows Accenture, who does consulting for Sinai, has a positive non-hierarchical relationship to the VP and can persuade her into Azure based on the additional cost-savings that could go back into the system's care. Once signed, as the largest health system in New York, this is a major account, so the KAM should then focus their attention on Sinai to ensure the onboarding process is as smooth as possible. Check out the explainer video above to see how the tools in this presentation could be used to help this process.
Want these tools to help your own key account management? You need this presentation. Download the Key Account Management presentation template for more slides on the Decision Making Process for KA, Profit Matrix, KAM Charter, Account Retention, Rollout Timeline, Division Map, Team Responsibilities, and many more to save time and hours of work.