How to Manage Large Account Sales

I read a very interesting blog post today with a video that talks about how to manage large accounts from a sales management perspective.

I really liked the mind map, as well as the video.

What Information Should Major-Account Managers Track?

Below is a map that shows the challenges major-account managers face when creating business intelligence.

The top part of the map represents what account managers are looking for:

Know the customer’s business. In order to become the trusted advisor, account managers need to know the customer’s business strategy, business models, cost structure, profit sources, and all related financial changes.
Know the customer’s economic environment, which impacts business development.
Know the customer’s competition and the competition’s business model, and business strategy.
Know the customers’ customers. Account managers need to intimately understand how their customers attract and create customers.
Know the customer’s industry.
Know the customer’s legal challenges, partnership agreements, license deals, etc.
Know the customer’s key executives and their roles, and monitor all key executive changes.

The bottom of the map represents information challenges:

Know what to look for. Account managers need to establish an information grid and set filters to capture only the most essential information.
Know how to zoom to a granular level of information. Account managers don’t need to know every detail, but when special situations come up, minute details become vital to the sales effort.
Know how to create customer success.
Know how to align internal teams. The account manager needs to be able to quickly share all account details to get internal teams to deliver results.
Know how to create custom solutions.
Know how to leverage capabilities.