Account-Based Engagement for your Key Account success requires team performance of Marketing & Account Management

Account Based-Engagement conveys the integration between marketing & sales to grow future business with Key accounts. It integrates Account-Based Marketing and Account Management Excellence.

It requires a well-thought-out account strategy and close cooperation between account management & marketing. Why is this team performance so important?

• Marketing & Account Management need to integrate the company and account strategy
• The major shift to sustainable solutions requires the right innovations and capabilities equal important the engagement with the stakeholders of the Key Accounts.
• Competition is changing and growing with all new innovations and capabilities.
• Focus on communication the right message with the right stakeholders becomes a key success factor.
• Control by account management on all phases of the complex Customer Buying Cycles becomes more critical than ever before.

What is the KtotK approach for this development?

The basis of the concept is the understanding of Customer Buying Cycles (CBC) of the company’s key or platinum accounts. Accounts which represent a substantial part of revenue and probably even more of net profit.

These Key accounts deserve an integrated one tot one marketing and account management approach.

RFQ stands for Request for Quotation, being the document representing the needs of all departments and its stakeholders with the key account. This very often is the moment for suppliers to start the “Sales activities”. Conclusion: Which is too late.

Suppliers must be present in all phases of the CBC, but certainly in “The concretize needs” phase.

The CBC is a cycle, which never ends. A cycle with distinctive phases requiring specific marketing and sales performance of the supplier. This is the reason why Marketing and Sales in a Key Accounts Program are invited to work seamless together on Account Based Marketing and Account Management Excellence.

The program’s objective is to foster practices, aligned with the account teams and marketing specialists, that can raise the level of the entire team and its individual members, and position Suppliers for accelerated growth in these tough key accounts, with long and complex buying cycles, and multi-level Decision Making Unit

KtotK’s Account-Based Engagement Program

This signature KtotK program is designed around the Customer Buying Circle and considers every stage of the decision-making process.

Every stage requires a specific focus, which we will concentrate on across the program.

Conclusion:

Marketing and Account Management will face a substantial change in doing the business with the Key Accounts.

Close cooperation between the two disciplines will prove that growing a profitable business in his changing arena with the key accounts is challenging but possible. The road to a successful implementation requires a step-by-step approach.

The steps we have defined in our program are shown below.

To learn more about the KtotK Account-Based Engagement program and the content of the 7 steps, please contact Jan Jansen +31653290938 or send an e-mail to jan.jansen@ktotk.nl

Next steps in communication:

Once every 14 days a new part of the story. (1 pagers)

1.  Required cooperation between marketing and key account
2. Required development of potential talent in marketing and key
   account management
3. The key accountplan and strategic marketing, share of wallet
4. Account strategy ; Defend, Grow or divest and the impact on key
   account engagement
5. How to create stakeholder value, now and future
6. Required contact quality with stakeholders
7. Sweetspots, supplier’s actual and future capabilities and key
   account’s needs expressed in tangible value
8. Presentation of value and development of a winning strategy