I need every function at the table when we build the growth strategy for my key account.

I need every function at the table when we build the growth strategy for my key account.

The people who touch the account each see a part of it the key account leader may not see alone. When they help build the strategy, they bring that knowledge into the plan and take ownership of the part they choose to play.

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

1. Does your key account manager (KAM) bring the people who touch the account together to build the growth strategy?
2. Does your KAM survey the team ahead of the strategy session, then organize the feedback into each dimension of the account relationship?
3. Does each person share what they think it will take to expand and protect the account?
4. In the strategy, can each person see value in the role they want to play and the role your KAM needs them to play?
5. Can your KAM show each person where their ideas were used to create the team's growth strategy?

Two or more no's, and your growth strategy may be missing what your team knows.

When it's time to build a key account growth strategy, make sure you find time to bring the people touching the account together and get their help in building it.

Give them two questions to think about before you meet:

1. What do you think we need to do in order to expand and protect this account?
2. What role do you want to play?

Once everyone has contributed, find where their feedback fits into your growth strategy. Show them how their ideas can be incorporated across the account, wherever their function is a factor in the account's success.

If you don't have a system for building strategies into domains and growth drivers, the Vitality Index can help. When the team tells you what they think needs to happen, you will see clearly how their feedback naturally fits into one of the seven domains and growth drivers of vital partnerships built to last.

What would your team say if you asked them those two questions this week?

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.