I need each function to know its part of the growth strategy for my key account.

I need each function to know its part of the growth strategy for my key account.

A growth strategy works when the people who run it know where they fit. Each function needs to see how its work moves the account toward the end goal, and why the account depends on it.

Five questions to see if your team can do this job today:

1. Does your key account manager (KAM) define the end goal for the account before building the strategy?
2. Has your team worked backwards from that end goal to set the milestones it needs to hit?
3. Does your team know the obstacles ahead and the resources it will take to overcome them?
4. Can your KAM name every function, and the people in it, needed to execute the strategy?
5. Has your KAM talked with each person or group about where they fit and why their work is essential?

Two or more no's, and some functions on your account may not know the part they play.

When building a growth strategy, I always start with the end in mind. Then I work backwards, having seen where I would end up. This allows me to understand all the milestones we need to hit to progress toward the end, what obstacles we need to navigate, and what resources we will need to overcome them.

Then I have a clear picture of all the functions, and the people who perform them, that I will need to execute the strategy. Now it's time to dial each person or group of people to share where they fit into the strategy and how their work is essential to the success of our key account.

A call from the key account leader tells each person their work matters to the account. That call turns a strategy on paper into a team that knows its part.

Our system, the Vitality Index, shows your key account teams where they stand today, the work it takes to level up, and how to do it, until they reach a vital partnership that lasts.

Who on your account team hasn't heard from you yet about where they fit in the strategy?

We built a free, 4-minute Key Account Risk Assessment. It gives you a risk score for your key accounts across team alignment, account planning, account transitions, and visibility. Link in the comments.