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Page 1Relationship assessment tools
Relationship AssessmentBasic tools for Key Account Management
Olivier Riviere ConsultingMay 2011
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Scope of this document
Provide a quick description of a few tools that help;
• assess the quality of the relationship on a key account
• build and implement a relationship development plan
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Position in global KAM/GAM Methodology
Value of a precise analysis of the relationship
•Understand the internal dynamic of the client
•Provides an overall picture
•Allows in-depth analysis of all human factors
•Strategic planning on the account
•Tactical planning & execution, preparation of specific negotiations
A crucial part of KAM!
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Reminder: the buying centre
A classic way to describe the players of a buying process
• Initiators• Gatekeepers• Buyers• Deciders• Influencers• Users
In reality, all playersin a buying centerhave some sort ofinfluence
What you should know
About your client contacts– Their charter, how they are measured– Their personal agenda and goals– Their style and taste– Current and future key projects – What they think and feel about you and your company
About your own company’s material and activities– All marketing material and activities that can be personally
relevant to each of your contacts– A sense of when to deliver them the right content
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Basic tools for relationship assessment
Orgchart + RelationshipMatrix of key contacts + drivers for engagementMap of position towards vendor/projectEcosystem/Contact mapResults of client reviews / satisfaction surveys (not featured here)
Including graphic representation of vendor rating (from commoditysupplier to vendor of choice and development partner)
Orgchart + Relationship (example)
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CEOName
MTS DivisionGM’s name
VOIP DivisionGM’s name CFO Name Corp Comm Group
VP’s name
Sales TeamSales Dir. name
Mktg TeamMktg Dir. name
Sales TeamSales Dir. name
Mktg TeamMktg Dir. name Internal comms PR Manager
Star Sales Managername
Local Sales Agencies???
Other sales managers???
Currently opposedSome level of interestCollaboration
Unaware or neutral
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Matrix of key contacts and engagement plan
Name /Function
Attitude towardsyour company
Areas of interest Engagement
All existing contacts but also important persons who should be contacted
1. Not aware2. Opposed3. Neutral4. Advocate
Key drivers for this person
Also, personal goals and data on internal politics
Goal and planned actions with their timelines
A solid account plan must include this matrix(the number of columns may vary according to the desired depth of analysis
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Mapping influencers ( Account management)
Courtesy eoKAM (KamUp! Application) – www.eokam.com
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Mapping influencers (Account Management)
Courtesy eoKAM (KamUp! Application) – www.eokam.com
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Passive Active
Opposed
Advocate
Unaware
Sleeper Ambassador
CriticLatent
Ambivalent
Acceptance
Rarely Often
Mapping influencers (PA, PR, KAM)
Courtesy Grayling www.grayling.com
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Courtesy Herwig Rollet – CEO, XohanDeveloped with the Consideo Modeler
Ecosystem map exampleSpecialized internet portal
XOHANAis an intelligentportal focusing
on very specificMarket niches
This map featuresboth the
constituenciesand the channel
to reach them
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Internal Influencers programme matrixComplexity Analysis & Planning Engagement
(examples)
Simple
Description of buying centre featuring each player with motivation and attitude
Selective distribution of relevant information and content
Medium
Precise account map with status of relationship with key contacts
Same as above plus:Explore agenda and deep motivationLeverage external influencers (individuals)(If already clients): regular meetings with all key stakeholdersClient Reference Programme
Advanced
Networking and influence-building plan covering all relevant contacts
Same as above plus:Executive sponsorVendor of Choice Prof.Customer ClubCustomer Advisory Board
[email protected]:+49 173 5731 586
www.olivierriviere-consulting.com
Need more, want more?
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We provide training and consulting servicesIn 3 languages (UK, F, D)for influence-oriented Marketingand advanced Key Account Management
