I need more than one champion at my key account, across functions, locations and levels.

I need more than one champion at my key account, across functions, locations and levels.

One strong champion can carry a key account for years. When that person moves on, much of the relationship can leave with them. Teams that build champions in several parts of the account keep their place through those changes.

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

1. Does your key account manager (KAM) have a champion in more than one function at the account?
2. Do you have champions in more than one of the customer's locations?
3. Do your relationships reach several levels, from the people who use your work to the executives who fund it?
4. Do you have executive sponsors in more than one function?
5. Does your team check in with each champion on a regular schedule?

Two or more no's, and your place in the account may depend on fewer people than you'd like.

I once signed a three-year deal worth over $30M with an industry leader in life sciences. It started with one relationship, the director of procurement. Over time, we built eight champions and relationships with three top executives across four functions (finance, procurement, human resources and delivery) and eight locations in three countries. The turning point came when one of our champions introduced us to a top executive. From there, our business with them doubled every year for three straight years, and our market share grew from 15% to 90%. Over 16 years, they extended the contract five times, for more than $500M in total sales.

Each new relationship made the partnership stronger and harder to replace. Your team can map who you know in each function, location and level, then ask your champions for the introductions that fill the gaps.

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.

How many people at your largest customer would speak up for your team today?

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.