ACCOUNT PERFORMANCE REVIEWS

Peter Mahoney

8 months ago

ACCOUNT PERFORMANCE REVIEWS - Account Management Gold

You’ll never achieve your business goals & targets without regular pragmatic Account Performance Reviews.

Therefore, in addition to any current contractual commitments and aspirations for the account, the frequency of internal account performance reviews will depend on the size, complexity and potential of each client.

It is also very important that the right people are present to contribute on specific areas and take responsibility for all related action points. Again, these will vary according to account size, complexity and potential but will always include the account manager and their line manager.

Sample checks and tips are given below:

Agenda

Previous Minutes
Previous Action Plan
Mission Statement, Strategy & Goals
Business Performance/Market Position (both organisations)
Organisational & people changes (both organisations)
Current Work, Service, People &/or Product Contracts (incl. debtors)
Balanced Scorecard
Sales (orders won & lost, new opportunities qualification, other current opportunities & propositions)
Competitors
SWOT Analysis
Contact/Relationship Management
Missing Information (Account File)
Satisfaction Survey
Issues & Complaints (both organisations) – incl. cultural, management, people, budgets/estimates/forecasts, timescales, quality & contractual)
Hospitality/Entertainment
Account Manager Responsibilities/Performance
Critical Success Factors
Risk Management
Options & Forward Action Plan
Close (Any Other Business, date/time of next Review)

Main Inputs

Account Snapshot Summary
Account File Details (incl. Client information held, meeting minutes, correspondence, contracts)
Balanced Scorecard
SWOT Analysis
Client Organisation Charts
Contact Management Plan
Client Progress Review Minutes
Satisfaction Survey
Sales Opportunities/Action Plan
Sales Propositions/Action Plan
Marketing Plan
Hospitality/Entertainment Plan
Account Manager Performance
Risk Management Analyses

Questions to Ask (under 8 headings)

Admin
Risk Management
Client
Client Contact/Relationship
Issues
Delivery/Performance
Sales
Competitors

After the Review

In addition to updating the Account File, various other areas may require careful thought, consideration and rework including SWOT analysis, balanced scorecard, personal performance & objectives, risk management and account action planning.

Click here for 90+ checks & tips

Best Practice Quote 10 of 13

“without regular pragmatic reviews of Account Performance you cannot achieve your goals and targets”

NEXT BLOG: Satisfaction Surveys

The complete set of account management components can be found here, all of which are explicitly focused on improving supplier performance and blocking the competition.

As an introduction to these components, I’m writing a series of blogs which I hope will be of value and appropriate for the type & size of your client, prospect and target organisations:

As these blogs are geared to anyone engaged in developing new business with clients &/or prospects, and for ease of context, I’ll regard all readers as account managers because everyone has the same endgame, no offence!

I really hope you, your colleagues & business associates find value in these blogs; please let me know either way. Please also get in touch if you think there might be potential for our businesses to collaborate.

ASPIRE’s MISSION

– to enable Account Mangers & Suppliers to develop long-term revenue streams while minimising risk in all that they do

– to increase profit margins, expand people networks, develop trust, enhance market standing & boost morale/pride

ASPIRE, committed to providing practical best practice to enable you, your team, your company and your clients to exceed business expectations year-on-year