While Strategic Planning is part of the operation of Business Management, Key Account Planning (-) has not had a rigorous analysis that allows you to position within the Strategic Planning organizations. On the other hand, it is remarkable the significant gains are taking key accounts within firms. There is a need to understand the benefits it can bring to the processes and methodologies of your company.
Poor implementation of marketing processes is a contribution to the low rates of progress and development of a business. The effectiveness of the processes and implementing business strategies are the basis for the emergence of more frequent customers, profitable and loyal, which requires effective marketing planning. Key Accounts are the most important management and planning organizations. Due to lack of documents focused on this area of ??marketing, little is known about how companies plan their relationships with major customers. This research aims to fill a considerable gap in the illustration Cleves Planning for business accounts.
Many companies still confuse the term “‘with’.” The matrix of key customers of an organization should be determined from two perspectives:
Your Company’s ability to attract customer’s attention
The perception that the customer has of your business.
The latter is very important to note, by the degree of success a Key Account Plan () might have, depending on the type of relationship that a customer has with your company. Customer profitability, growth potential and its relation to the social environment may be factors that influence the attraction of it with your business. Marketing studies found three types of factors that affect customer attraction:
Those involving the profitability of your EmpresaNuestro involving the customer the opportunity to engage with negociEls involving a risk in reducing the volume of production.
The “” is a tool to identify key business accounts. Figure 1 illustrates how to identify key features:
Once you identify key accounts (), planning is done for the implementation of resources. The approach and the role of Key Account Plans in the hierarchy of corporate planning, will determine the success and achievement of results for you.
This article has been developed based on the document called “” Lynette Royals and Beth Rogers, the Journal of Strategic Marketing, Volume 15, Numbers 2-3, May 2007, pp209-222.
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