Account Planning
Building a clear plan to achieve revenue goals within an account. Defining roles and responsibilities within the customer and the vendor.
Level 1. Demonstrates introductory understanding, directing people to the appropriate source for further information.
BEHAVIORS
- Explains how account-based models align resources against accounts and goals, adding value to the customers, sales team, and partners.
- Researches customers’ business challenges, financial performance, business strategies and future plans
- Describes how the organization’s products and services can be a fit for customers’ environments.
- Consolidates various account information sources into a standard format
- Participates in the full account team planning process.
QUESTIONS
- Tell me about an occasion where you matched your company’s products to a customer’s environment.
Probing Questions
* What was the situation?
* What did you need to accomplish?
* What did you do?
* What happened as a result?
- Describe a situation where you brought together relevant account information from a number of sources into one format.
Probing Questions
* What was the situation?
* What did you need to accomplish?
* What did you do?
* How did you decide which data were relevant?
* What was the result of your efforts?
Level 2. Applies the competency in common situations that present limited difficulties, working with a moderate level of guidance.
BEHAVIORS
- Uses key metrics to communicate with stakeholders to ensure alignment with the strategic account plan
- Prioritizes accounts to ensure appropriate resource allocation
- Demonstrates new products and services to the appropriate buyers and influencers in the customer.
- Maps out the current relationships and positioning of buyers to the internal team.
- Collaborates with functional support areas (e.g. service and support, marketing, sales engineering, product specialists).
QUESTIONS
- Describe a situation where you prioritized accounts to ensure the appropriate allocation of resources.
Probing Questions
* What was the situation?
* What did you need to accomplish?
* What did you do?
* What metrics did you use?
* What was the result of your efforts?
- Describe a situation where you collaborated with different support areas to further your progress within an account.
Probing Questions
* What was the situation?
* What did you need to accomplish?
* What did you do?
* What was the outcome?
Level 3. Applies the competency in the full range of typical situations, requiring guidance in only the most complex or new situations.
BEHAVIORS
- Develops components of the strategic account plan.
- Determines the go-to-market strategy in assigned accounts, developing the right value proposition to drive performance and achieve goals.
- Monitors progress as measured by the share of wallet, revenue, and repeat business within the account.
- Drives connections to identify and nurture the right relationships.
- Delivers regular status reports on accounts.
QUESTIONS
- Describe a situation where you developed the right go to market approach to an account.
Probing Questions
* What was the situation?
* What did you need to accomplish?
* What did you do?
* What information sources did you use?
* What was the outcome?
- Describe a situation where you identified and built relationships with multiple contacts to develop the account.
Probing Questions
* What was the situation?
* What did you need to accomplish?
* How did you approach those connections?
* What was the outcome?
Level 4. Applies the competency in new or complex situations and advises others.
BEHAVIORS
- Builds deep and broad connections in the account, creating, strengthening, and protecting the relationship.
- Champions the account strategy and the customer’s goals internally, linking activities to achieve these goals, while assuring value to the vendor.
- Gains access to executive-level decision-makers to develop relationships and generate both short- and long-term opportunities.
- Conducts account reviews to demonstrate and drive best practices.
- Develops new ideas about how to grow the account in terms of customer satisfaction, loyalty, revenue, and margin.
QUESTIONS
- Tell me about a specific example where you acted as your account champion within your own organization.
Probing Questions
* What was the situation?
* What did you need to accomplish?
* What did you do?
* What were the results of your work?
- Describe a situation where you set objectives for your account reviews.
Probing Questions
* What was the situation?
* What did you need to accomplish?
* What did you do?
* How did you let team members know your objectives?
* What was the outcome?
Level 5. Develops new approaches and methods in the area. Is recognized as an expert within the organization.
BEHAVIORS
- Creates a framework for account planning across the organization.
- Delivers replicable and scalable best practices across other areas of the organization.
- Maintains regular contact at the most senior levels in the customer’s organization.
- Conducts senior-level strategic account planning events, including stakeholders from vendors and customers.
- Directs long-term strategy for each key account, developing a business-to-business strategy at the customer level and ensuring consistent execution.
QUESTIONS
- Describe a situation where you installed an account planning framework across the organization.
Probing Questions
* What was the situation?
* What did you need to accomplish?
* What did you do?
* What have been the results of the framework?
- Describe a situation where you directed the long-term strategy for your key accounts.
Probing Questions
* What was the situation?
* What did you need to accomplish?
* What did you do?
* How did you ensure consistent execution across all key accounts?
* What was the outcome?