Michael Richter
International marketing and sales consultant
Hauptstrasse 27
DE-88422 Seekirch
Tel: +49(0)7582-933371
E-Mail: michael.richter@marketing-und-vertrieb-international.de
Dictionary for strategic marketing - ... marketing is ...
Dictionary
The analysis and account-plan should be elaborated for every key account and should cover at least the following details:
1.0 Customer data
1.1 Address, communication details, branch of industry
1.2 Contact person/s at the client
1.3 Decision ways at the client
1.4 Our contact person
1.5 Important deciders who should/have to be incorporated with such a project
1.6 Most important expectation of the customer
2.0 Development of turnover and contribution margin
2.1 Business figures of the customer (as per business reports)
2.2 Development of pricing and turnover with us - sub-divided into products and/ or product-lines
2.3 Development of contribution margin with us - subdivided into products and/ or product lines
2.4 Projects won and lost
2.5 Number, results and quality of our contact with him
Key Account Management >>
3.0 Information about the customer
3.1 Strengths and weaknessses in his market
3.2 His strategies and hence consequences for us
3.3 Position of the key account in his branch of industry
3.4 Development potential of the key account in his market
3.5 Analysis of our most important competitors with the key account
3.6 List of all open and planned projects and offers
4.0 Our target, strategies and action planned
4.1 Our targets for the coming 2-3 and the present business year
4.2 Contact plan for the next 12 months
4.3 Our team (key-account-manager, technical support, marketing, back- office)
4.4 Action to reach the targets (Marketing, pricing, training, etc.)
4.5 Still missing information about this key account-------------------------
