Go-to-Market Strategy - Strategic Account Plan Template
- July 19, 2013
-- VP Marketing on Demand, the premier marketing resource for creating or updating integrated and effective go-to-market plans, announced today its latest marketing resource for sales teams. The Strategic Account Plan Template fuels new customer acquisition and expansion within the installed base. Download the Strategic Account Plan Now >>
The Strategic Account Plan Template
enables sales teams to develop and execute a cohesive and integrated sales plan to drive new customer acquisition (increase market share) and propel deeper and wider penetration into existing accounts (expanding share of wallet).
The first step is to assess a customer’
s business, which requires the account team to capture key information about the customer. This information typically includes a SWOT analysis to highlight strengths, weaknesses, opportunities and threats. A critical component of the strategic account plan is focusing on the customer’
s business initiatives plus the strategies to attain the customer’
s goals and the corresponding actions. The second step is to identify the individuals and the roles they play in driving and executing strategy to achieve objectives – this needs to be examined at the relationship level.
Note that in order to build a pragmatic and actionable strategic account plan, it may be necessary to conduct an assessment
of where the account stands from both a financial and relationship perspective. From there, the account team can determine a desired state for the account and in a logical, quantitative and pragmatic approach develop an incremental plan to move the account to that desired state. Part of this analysis includes segmenting accounts using a grading structure like A, B and C or green, yellow and red.
According to Peter Buscemi, CMO and founder of VP Marketing on Demand, “Often sales management and sales reps fall into the trap of working harder as opposed to working smarter.”
Buscemi explains that setting time aside to analyze the account and formulate a plan to win the account or expand within the account serves to guide tactical decision making on a daily basis. Buscemi also notes that sometimes fewer calls are more effective if they are to the right person, at the right time and with the right message. “
At the end of the day, it is not about how many activities are executed but whether the desired outcome has been achieved. Sometimes, it is easy to get consumed by the trees, meaning the concept of the forest is lost as sales reps try to grind it out,” he says. Further, he says, “Don’
t fall into ‘the activity for activities sake’ trap; construct a plan by leveraging Strategic Account Plan Template
to work smarter.” About VP Marketing On Demand
VP Marketing on Demand was founded by Peter Buscemi, a CMO with 30 years’
experience spanning start-ups to Fortune 500 companies. The sole purpose of VP Marketing on Demand is to provide marketing insights and a huge head start to those developing and executing go to market strategies through managed, repeatable processes. Over decades, in working with various boards and executive management teams (CEO's, COO's, VP's Sales and Development)
, Buscemi noticed patterns in terms of the key marketing challenges, as well as how to address and communicate those challenges. As a direct result of those experiences, his knowledge was packaged into marketing templates that provide a solid foundation for a projects’
success, while saving time and money. View go-to-market planning templates>>Photos: