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Target Account Plan
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Target Account PlanCopyright holder is licensing this under the Creative Commons License, Attribution-No Derivative Works 3.0 Unported http://creativecommons.org/licenses/by-nd/3.0/.
All trademarks are those of their respective companies.
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Target Account Plan
(Company Name) Target Account Plan
3©3FORWARD, LLC
3FORWARD.com Create. Increase. Accelerate.TM
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Pursuit Strategy Executive Summary
Vision for the account: Statement of direction and long-term goals
Alignment: Identify client key issues and how we align
Critical Success Factors: What we need to achieve our goal
How will we differentiate or add value
Proposed solutions (likely)
Company Name bid/buying approach
Summary of our competitive strategy
Relationship status: What is our status with key stakeholders?
Executive Relationship strategy: Identify strategy for mapping our senior management to Company Name leadership
Entry Point Strategy: If new client, how we will penetrate the account
Cross Sell Strategy
Summary of largest opportunity for growth
4©3FORWARD, LLC
3FORWARD.com Create. Increase. Accelerate.TM
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Company Name Pursuit TeamPursuit team
Sales Executive
Subject Expert
Solution Lead
Pricing Lead
Executive Sponsor
Other support:
5©3FORWARD, LLC
3FORWARD.com Create. Increase. Accelerate.TM
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Company Name Information
Company size
Revenue $
Industry Market Share %
Geographic reach
Headcount
Ranking in Fortune 1000
Spend (in related solutions)
Client 3 Year Financial History (in millions)
Financials 20__ 20__ 20__ Trend
Revenue Neutral
Gross Margin Positive
Net Profit Negative to flat
Stock Price (High/Low) Neutral
EPS Negative to flat
EBITDA Negative
Overview Client Business
Parent company (if relevant)
Products/Services
6©3FORWARD, LLC
3FORWARD.com Create. Increase. Accelerate.TM
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Company Name Industry Trends
+ Trend one
+ Trend two
+ Trend three
+ Trend four
+ Trend five
7©3FORWARD, LLC
3FORWARD.com Create. Increase. Accelerate.TM
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Relationship MapOur current top contacts within Company Name
Contact Name Title
Evaluation Role
D=DeciderI = Influencer C=Champion S=Sponsoring Executive
Influence
H=High, M=MediumL=Low
Coverage
Who is responsible for building and establishing the relationship with this individual?
Last Face to Face Meeting
Next Face to Face Meeting
Who are the key individuals that drive this organization?
Additional contacts required for account entry & exploration?
8©3FORWARD, LLC
3FORWARD.com Create. Increase. Accelerate.TM
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Relationship History
Existing ContractsClient
Division Deal Type Deal ValueRenewal
Date Owner
Relationship Status
Existing Client or New Logo?
If existing client, when did relationship begin?
Revenue history if past client?
If new logo, was target ever a client? When?
Contract Status if Existing/Past Account:
9©3FORWARD, LLC
3FORWARD.com Create. Increase. Accelerate.TM
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Critical Past Events
Action / Event Result Impact Concern
10©3FORWARD, LLC
3FORWARD.com Create. Increase. Accelerate.TM
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Competitive LandscapeIncumbent vendors and challengers
VendorType of
EngagementContract
Type/Term
Competitor Strengths in Account
Competitor Weakness in Account
Share of Spend($,
%)# of onsite resources
# offshore resources
Sales Rep and/or
Delivery Lead on Account
11©3FORWARD, LLC
3FORWARD.com Create. Increase. Accelerate.TM
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Advisors and ConsultantsIs the client utilizing third parties (Industry Analysts, Procurement Consultants) to help define their strategy?
Organization ContractClient Sponsor in Account Role Relationship
12©3FORWARD, LLC
3FORWARD.com Create. Increase. Accelerate.TM
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Current Relationship SWOTStrengths
1. Strength one
2. Strength two
3. Strength three
Weaknesses
1. Weakness one
2. Weakness two
3. Weakness three
Opportunities
1. Opportunity one
2. Opportunity two
3. Opportunity three
Threats
1. Threat one
2. Threat two
3. Threat three
13©3FORWARD, LLC
3FORWARD.com Create. Increase. Accelerate.TM
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Current Pipeline ReviewProposal/Deal Name Solicited or
UnsolicitedDeal Type Deal
ValueDate
PresentedForecasted
Decision DateDecision Maker
14©3FORWARD, LLC
3FORWARD.com Create. Increase. Accelerate.TM
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Positioning Discussion
How are we currently positioned against competitors in the account?
Thought leadership
Innovation
Creativity
Relationships with contacts in account
Perceived price to value
List competitive threats Our response to the threats
List competitive weaknesses Our response to the weaknesses
List anticipated objections Our plan for addressing objections
List internal threats Our response to internal threats
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Relationship Discussion
What are the key issues affecting our relationships in the account? Consider
Perception/image
Awareness levels of our company
Negative view of the project/deal/organizational response
Internal politics – who are there detractors, competing agendas, alternatives?
Competitor influence
What relationships exist that can be leveraged to aid our position? Consider:
Executive relations
Board relations
In-direct relationships between employees and other Target Company staff
Relationships with analysts and consultants
Reference History
Reference provided for which pursuit? Result of reference?Recognition provided to client? When and who provided?
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Account Plan Summary# Objectives Tactical Action(s) Milestones Target Obstacles
1
2
3
4
5
17©3FORWARD, LLC
3FORWARD.com Create. Increase. Accelerate.TM
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Target Account Plan
Company Name Target Account Plan
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3FORWARD.com Create. Increase. Accelerate.TM