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Target Account Plan

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Target Account Plan

(Company Name) Target Account Plan

3©3FORWARD, LLC

3FORWARD.com Create. Increase. Accelerate.TM

http://3forward.com/resources/




Pursuit Strategy Executive Summary

Vision for the account: Statement of direction and long-term goals

Alignment: Identify client key issues and how we align

Critical Success Factors: What we need to achieve our goal

How will we differentiate or add value

Proposed solutions (likely)

Company Name bid/buying approach

Summary of our competitive strategy

Relationship status: What is our status with key stakeholders?

Executive Relationship strategy: Identify strategy for mapping our senior management to Company Name leadership

Entry Point Strategy: If new client, how we will penetrate the account

Cross Sell Strategy

Summary of largest opportunity for growth

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Company Name Pursuit TeamPursuit team

Sales Executive

Subject Expert

Solution Lead

Pricing Lead

Executive Sponsor

Other support:

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Company Name Information

Company size

Revenue $

Industry Market Share %

Geographic reach

Headcount

Ranking in Fortune 1000

Spend (in related solutions)

Client 3 Year Financial History (in millions)

Financials 20__ 20__ 20__ Trend

Revenue Neutral

Gross Margin Positive

Net Profit Negative to flat

Stock Price (High/Low) Neutral

EPS Negative to flat

EBITDA Negative

Overview Client Business

Parent company (if relevant)

Products/Services

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Company Name Industry Trends

+ Trend one

+ Trend two

+ Trend three

+ Trend four

+ Trend five

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Relationship MapOur current top contacts within Company Name

Contact Name Title

Evaluation Role

D=DeciderI = Influencer C=Champion S=Sponsoring Executive

Influence

H=High, M=MediumL=Low

Coverage

Who is responsible for building and establishing the relationship with this individual?

Last Face to Face Meeting

Next Face to Face Meeting

Who are the key individuals that drive this organization?

Additional contacts required for account entry & exploration?

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Relationship History

Existing ContractsClient

Division Deal Type Deal ValueRenewal

Date Owner

Relationship Status

Existing Client or New Logo?

If existing client, when did relationship begin?

Revenue history if past client?

If new logo, was target ever a client? When?

Contract Status if Existing/Past Account:

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Critical Past Events

Action / Event Result Impact Concern

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Competitive LandscapeIncumbent vendors and challengers

VendorType of

EngagementContract

Type/Term

Competitor Strengths in Account

Competitor Weakness in Account

Share of Spend($,

%)# of onsite resources

# offshore resources

Sales Rep and/or

Delivery Lead on Account

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Advisors and ConsultantsIs the client utilizing third parties (Industry Analysts, Procurement Consultants) to help define their strategy?

Organization ContractClient Sponsor in Account Role Relationship

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Current Relationship SWOTStrengths

1. Strength one

2. Strength two

3. Strength three

Weaknesses

1. Weakness one

2. Weakness two

3. Weakness three

Opportunities

1. Opportunity one

2. Opportunity two

3. Opportunity three

Threats

1. Threat one

2. Threat two

3. Threat three

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Current Pipeline ReviewProposal/Deal Name Solicited or

UnsolicitedDeal Type Deal

ValueDate

PresentedForecasted

Decision DateDecision Maker

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Positioning Discussion

How are we currently positioned against competitors in the account?

Thought leadership

Innovation

Creativity

Relationships with contacts in account

Perceived price to value

List competitive threats Our response to the threats

List competitive weaknesses Our response to the weaknesses

List anticipated objections Our plan for addressing objections

List internal threats Our response to internal threats





Relationship Discussion

What are the key issues affecting our relationships in the account? Consider

Perception/image

Awareness levels of our company

Negative view of the project/deal/organizational response

Internal politics – who are there detractors, competing agendas, alternatives?

Competitor influence

What relationships exist that can be leveraged to aid our position? Consider:

Executive relations

Board relations

In-direct relationships between employees and other Target Company staff

Relationships with analysts and consultants

Reference History

Reference provided for which pursuit? Result of reference?Recognition provided to client? When and who provided?




target account plan find this helpful? please tell your friends!

Documents

tm slide

target account plan

new client

client key issues

related solutions client

account entry exploration

industry trends trend

face meeting