Last updated on 2024年9月4日

What are the best tools and methods for conducting a key account analysis?

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Key account strategy and planning is a vital process for account managers who want to grow and retain their most valuable customers. It involves identifying, analyzing, and prioritizing the key accounts based on their potential, needs, and expectations, and then developing and executing customized plans to deliver value and satisfaction. In this article, we will explore some of the best tools and methods for conducting a key account analysis, which is the first step in creating a successful key account plan.

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Lisa Magnuson

Top Line Sales is the go-to partner for senior sales leaders who need their teams to close their largest…

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Avinash Nagar

India Lead - Key Account Management @ RR Kabel | Sales & Marketing | Sales Operations
Laure Brechet

UX/CX : We recruit, You research | Country Manager France @TestingTime

1 SWOT analysis

A SWOT analysis is a simple but powerful tool that helps you assess the strengths, weaknesses, opportunities, and threats of your key account. It helps you understand the internal and external factors that affect your account's performance, goals, and challenges, and how you can leverage your strengths and opportunities, and mitigate your weaknesses and threats. To conduct a SWOT analysis, you can use a matrix or a template to list and organize the four elements for your key account, and then use them to identify the gaps, risks, and actions that you need to address.

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Lisa Magnuson

Top Line Sales is the go-to partner for senior sales leaders who need their teams to close their largest opportunities—whether from new prospects or key accounts.
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I agree that a SWOT analysis is powerful but I advise my client's to add their key account customer's perspective. For example, break each of the four quadrants into two parts - the account team's analysis and the customer's perspective. In other words, what does your customer view as your strengths? This view may be different than the account team's view. That difference, or gap, leads to meaningful strategies and actions. In my experience, this outside in approach yields a true snapshot.

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Avinash Nagar

India Lead - Key Account Management @ RR Kabel | Sales & Marketing | Sales Operations
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SWOT analysis: It is a simple but powerful tool that can help you assess the strengths & weaknesses of your accounts, as well as the opportunities & threats that they face. Voice of Customer (VOC): This process of collecting & analysing customer feedback can be done through surveys, interviews, social media analysis, & other methods. It helps you understand the needs, wants, & expectations of your accounts. Account scorecard: This tool can help track the performance of your accounts. It can include metrics such as sales revenue, customer satisfaction, & profitability. Quarterly Business Reviews (QBRs): These meetings are an opportunity to review the performance of the account, identify any issues, & set new goals.

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Felix Fromhage

Senior Account Executive @ Tacto ?? | B2B SaaS Sales | The SRM for industrial SMEs
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From a new business perspective and applying what we do from a growth and retention perspective in B2B SaaS sales, SWOT is only a small part of the equation. Any sale on our space depends on problems to be solved for individuals / business and need a compelling event component to get things moving. Therefore I conclude that a thorough understanding of the SWOT of an account is good, but needs to be complemented with discovery frameworks and components.

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Isma Belza

Loyalty Growth para #retail #eCommerce y agencias | Commercial Manager & Strategic Partnerships | Marketing Automation | Generador de oportunidades | Consulting | Ventas | Networking | CRM | CDP | Mentoring
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The key here is to have more than just one perspective. One analysis from the prospect’s team and other from the vendor will cover way more ground and gaps, and it can really enrich the whole process since the very beginning

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Rahul Jha

Merchandiser (Key Account Manager)
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Key account analysis requires a combination of tools and methods for effective results. Start with CRM software like Salesforce or HubSpot to track customer data and interactions. Use SWOT analysis to evaluate Strengths, Weaknesses, Opportunities, and Threats related to key accounts. Financial analysis tools assess profitability and revenue growth, while the RFM model prioritizes accounts based on purchasing behavior. Gather customer feedback through surveys or Net Promoter Score (NPS) to gauge satisfaction. Regularly review this data with cross-functional teams to ensure informed decision-making and a comprehensive understanding of each key account.

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2 KANO model

The KANO model is a tool that helps you categorize and prioritize the needs and expectations of your key account based on how they affect their satisfaction and loyalty. The model divides the needs and expectations into three types: basic, performance, and delighters. Basic needs are the minimum requirements that your account expects from you, and if they are not met, they will cause dissatisfaction. Performance needs are the ones that your account evaluates and compares with your competitors, and the more you meet them, the more satisfaction you create. Delighters are the ones that your account does not expect, but if you provide them, they will create delight and loyalty. To use the KANO model, you can survey your key account and ask them to rate how they feel about different features or benefits that you offer, and then plot them on a graph to see which ones are basic, performance, or delighters.

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Laure Brechet

UX/CX : We recruit, You research | Country Manager France @TestingTime
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Understanding these different types of needs through the KANO model can help tailor your strategies to not only meet basic expectations but also exceed them in ways that truly resonate with your clients.

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3 Value proposition canvas

The value proposition canvas is a tool that helps you design and communicate the value that you offer to your key account. It consists of two parts: the customer profile and the value map. The customer profile helps you understand the jobs, pains, and gains of your key account, which are the tasks they want to accomplish, the problems they want to avoid, and the benefits they want to achieve. The value map helps you define the products, services, and solutions that you offer to your key account, and how they create value by relieving their pains and creating their gains. To use the value proposition canvas, you can fill out the two parts with the information that you have gathered from your key account analysis, and then match them to see how well you align with your account's needs and expectations.

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Afnan Alnahdi

Top-Performing Sales Executive | Expertise in B2B Solutions | Driving Revenue Growth and Client Satisfaction
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The Value Proposition Canvas is a tool used to validate and identify the Value Proposition and Customer Segment in a Business Model Canvas. It involves analyzing the customers' lifestyle, pains, and gains in comparison to the product or service's pain relievers and gain creators. The goal is to determine how your business will add value to the customer.

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4 Account scorecard

An account scorecard is a tool that helps you measure and monitor the performance and progress of your key account. It helps you set and track the key performance indicators (KPIs) that reflect your account's goals, objectives, and expectations, and how you are delivering value and satisfaction to them. It also helps you identify the areas of improvement and the actions that you need to take to optimize your results. To create an account scorecard, you can use a spreadsheet or a dashboard to list and display the KPIs that you have agreed with your key account, and then update them regularly with the data and feedback that you collect from your account.

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Colman McDonagh

previous Account Manager at BrightView Landscapes
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Making sure, breakfast area is on full bloom just for them . Then make the pool area relax but not underwhelme. Know where vips will be.

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5 Account plan

An account plan is a tool that helps you document and execute your key account strategy and planning. It helps you summarize and communicate the key information and insights that you have gathered from your key account analysis, and the goals, objectives, and actions that you have defined and agreed with your key account. It also helps you align and coordinate your internal and external resources and stakeholders to deliver value and satisfaction to your key account. To develop an account plan, you can use a template or a software to organize and present the following elements: account overview, account analysis, account strategy, account objectives, account actions, and account review.

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Colman McDonagh

previous Account Manager at BrightView Landscapes
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Number 1on the list. Priority of importance wedding ,anniversary ,engagement. Game plan these vip first. Usually come with time restraints.

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Lucas Avelar

Key Account Manager na Onfly | KAM | SaaS | Gerente de Contas | Relacionamento | Vendas
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An account plan is vital in key account analysis because it gives a clear and strategic way to manage the company's top clients. It helps understand each client's needs and opportunities better, allowing for tailored strategies that boost value and strengthen relationships. In short, it's essential for turning the potential of key accounts into real, lasting results.

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What are the best tools and methods for conducting a key account analysis?

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3

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5

1 SWOT analysis

2 KANO model

3 Value proposition canvas

4 Account scorecard

5 Account plan

Account Management

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What are the best tools and methods for conducting a key account analysis?

1

2

3

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5

1 SWOT analysis

2 KANO model

3 Value proposition canvas

4 Account scorecard

5 Account plan

Account Management

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