E11

In this highly innovative online program, participants will compete against their peers to grow the business of a strategic account in a turbulent world. Through a mix of game play, coaching, principles and tools, participants will learn how to pilot their account business through declining demand and increased competition. Just think of it as a flight simulator for strategic account professionals. A strong emphasis is placed throughout the program on transferring the skills immediately to real account challenges.

TOPICS COVERED:

During the 12-week course, participants will perfect their ability to:

• Understand the buying process and how a supplier needs to align with it
• Manage the account business through a severe market shock like a pandemic
• Improve the accuracy of their sales forecast
• Define and segment an account in new ways that reduce competition
• Choose the best sales opportunities for the future that align with the buyer and leave competitors stuck in the past
• Position your brand in a superior way that connects with real customer needs
• Gain more profit from better implementation of the account plan in a dynamic world
• Form a holistic understanding of account management by fitting the various pieces together

Weeks 1 – 4: Account Segmentation (First decision round)

Launch Webinar

• There’s a pandemic coming. What shall we do?
• Use marketing thinking to develop pandemic-proof account strategies
• Segment the account in new ways that reduces competition

Weeks 5 – 6: Opportunity Targeting (Second decision round)

• The buying process and how your selling process needs to align with it
• Get a good portfolio of sales opportunities
• Choose the best sales opportunities for focused sales effort

Weeks 7 – 8: Superior Positioning (Third decision round)

Coaching Call

• Value propositions and how to spot the gaps and gold that lie within them
• Position the brand to win by connecting with real and deep customer needs
• Create financially quantified value propositions

Weeks 9 – 10: Account Planning (Fourth decision round)

• Learn to get the “strategy” into the account plan
• Use the plan to improve the sales forecast
• Use the plan to get the required resources for change

Weeks 11 – 12: Implementation (Fifth and final decision round)

Coaching Call

• Prepare for the perilous journey that is implementation
• Improve the odds of plan success
• Implement account plans in a dynamic world

Announcement of the winning team and game debrief