Key Account Management

2. Key Account Management Marketing and Sales Excellence Team Mission: Deliver “World Class” Key Account & Territory Management

3. Analyze account Plan strategy Set objectives Take action Review account Operating model relationship overview Market Factors Customer Distribution Partners Government Competition • Visits • Internet • Phone/Fax • Trade Shows • Publications • Promotion Material Supply Chain Market Research Finance Key Account Manager Product Development Human Resources General Mgmt Technical Support. Marketing SalesSupport Product Mgmt Sales Mgmt Regional Mgmt BizDev Territory Mgmt

4. Analyze Account Set account objectives Review account Plan account strategy Take planned action Key Account Management - best practice actions • Rank accounts on “Improvement Potential” index • Re-deploy resources to highest potential channels/accounts • Target category management efforts to accounts with “capability” • Understand account requirements/ needs/ capabilities • Plan account actions to “fix” problem P&L line items • Target account goals/ accountability for profit improvement • Match strategy to “improvement” potential • Tie account team incentives to customer metrics • Reflect “balanced scorecard” in account metrics • Monitor performance against tactical plan • Hold account team members accountable • Include customer in account planning process • Develop both internal and customer targets • Tie actions/events to improvement opportunities

5. Key Account ManagementProcess diagrams

6. Objective The principle objective of Key Account Management is to provide the following benefits to the Sales Organization and Customer….. MARKETING AND SALES • Improved customer insight • Understanding of customer needs • Understanding of usage patterns • Better product knowledge • Better access to marketing material • Better competitor information • Improved performance information • Measurable goals • Link between Business Plan strategy and customer strategy CUSTOMER • Better product information • Better information on services • Better understanding of reimbursement • Better product benefits knowledge • Ability to raise individual profile • Increased end users • Provide resource input

7. 1 Analyze & Classify Customers Process Overview Level 1 2 Key Account Management 3 Territory Management 4 Management Reporting 5 KAM Management and Administration

8. 1 - Analyze and Classify Customers

9. 1 - Analyze and Classify Customers Level 2 2.1 Profile Account 1.1 Identify/Add Customer/ Modify 1.2 Analyze Customer Details 1.5 Identify Key Accounts 1.4 Validate 1.3 Segment Customers KA? KAs Non KAs 3.1 Plan Call Activity 3.3 Review Performance

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