Total Enterprise Account Management (TEAM) is a facilitated training and planning program for sellers who are charged with maximizing sales results and customer satisfaction in strategic accounts.

TEAM Account Planning ProcessTEAM enables account managers to develop an effective plan for generating high-value sales and raising the level of relationship in major accounts, thus improving margins while simultaneously defending the account from competitive encroachment.

TEAM is based on a repeatable process for planning effective activities and efficient application of resources for improved sales and relationship-building within an account, and includes supporting analysis and planning tools.

The TEAM Account Planning Process

TEAM Account Planning Process

Intended Audiences

TEAM is designed for any seller who manages business with major or strategic accounts, using either assigned personnel, virtual support resources, partners, or any combination of those.

What is included in the Total Enterprise Account Management program?

Program Objectives

Designed to provide a repeatable methodology for account-level sales and relationship planning, TEAM enables account managers to:

  • Plan for maximizing value in an account
  • Identify the most effective tactics to (further) penetrate an account
  • Identify opportunities for new business within an account
  • Navigate the decision-making politics within an account
  • Prioritize where selling resources should allocate their time
  • Protect an account from competitive intrusion
  • Develop higher levels of relationship with account stakeholders

Multiple Delivery Modality Options

TEAM can be learned through live instructor-led training (ILT) workshops via virtual instructor-led training (vILT) sessions, or online through on-demand eLearning and video-based content. However, because TEAM is a comprehensive account planning methodology, we find that a blended learning approach that incorporates a mix of delivery modalities produces the best results.

For ILT and vILT delivery, each SPI instructor has been certified to rigorous standards, and they each bring at least 15 years of sales and management experience to ensure their credibility and enhance facilitated discussions. Alternatively, SPI can certify client instructors for in-house delivery and coaching, at the client’s option.

Workshop Topical Agenda

TEAM is a modular program, designed to be tailored to the unique requirements of each client. The standard instructor-led TEAM workshop is a three-day, highly interactive program, and incorporates online eLearning and in-classroom automated tools. The standard workshop includes:

Day 1

Introduction to Total Enterprise Account Management

  • Objectives
    • Success factors for the account planning engagement
    • The role of the Account Manager in account planning
    • What account planning looks like when done well
    • Introduction to TEAM automated tools to be used in the workshop and beyond
  • Exercises
    • Introductory Positioning and Expectations

Evaluate the Account

  • Objectives
    • Review essential account information
    • Analyze the organizational structure of the account
    • Identify historical projects and activities
    • Identify the business initiatives driving potential opportunities
    • Identify the portfolio of current opportunities
    • Establish the sales revenue objective
  • Exercises
    • Review Pre-work assignment
    • Review key historical projects and activities
    • Identify business initiatives
    • Identify current opportunities and recurring revenue
    • Identify account sales/revenue objectives

Identify and Prioritize Opportunities

  • Objectives
    • Identify opportunities to create new value (“white space”) within the account
    • Estimate potential value of new business
    • Assess if and how new value-added business initiatives could be positioned
    • Formulate criteria for prioritizing opportunities
    • Create a prioritized portfolio of account opportunities
  • Exercises
    • Identify and capture white space opportunities
    • Link latent pains to existing or new business initiatives
    • Determine criteria & prioritize opportunities

Determine Account Strategy and Coverage

  • Objectives
    • Select an appropriate account-level strategy
    • Identify resources required to:
      • Maintain the current pipeline
      • Improve account relationships
      • Help launch new opportunities
  • Exercises
    • Selecting an account-level strategy
    • Resource allocation

Day 2

Evaluate Account Relationship

  • Objectives
    • Develop account objectives around:
      • Partnership with the account
      • Cultural compatibility
      • Making the account a reference-able one
    • Identify and plan resolution of any account issues
  • Exercises
    • Complete partnership and related assessments
    • Key account objectives
    • Addressing issues in the account
    • Identify additional stakeholders
    • Identify lines of influence

Elevate Individual Relationships

  • Objectives
    • Identify ways to penetrate other business units
    • Identify tactics for developing influence with key stakeholders
    • Explore tactics for building trust and preference
    • Identify implications of operational pains in the account:
      • Financial and Strategic pains
      • Political and Cultural implications
    • Determine ways to improve account partnering
  • Exercises
    • Identify the Food Chain of value/findings

Day 3

Inoculate and Defend the Account

  • Objectives
    • Identify past success that can be used to report account value
    • Assess competitive strategies and areas of account penetration
    • Review how to conduct effective quarterly business reviews
  • Exercises
    • Report success to the account
    • Assess competitive presence

Strategic Account Plan Reviews

  • Reviews: Each account team presents plan highlights

Getting Started with the TEAM Methodology

  • Discuss best practices for getting started with account planning

TEAM typically includes a pre-workshop assignment consisting of:

  • Watching an online “Getting Started” video that describes the pre-work assignment and the TEAM account planning process, and introduces the automated tools that will be used in the workshop and beyond
  • Compiling essential information about the account, including:
    • Basic account profile
    • Key performance indicators
    • Relevant industry trends
    • Organization structure – profit and cost centers
    • Stakeholder analysis
    • Key historical projects and activities

In the workshop, participants use the pre-work assignment content in application exercises to practice program concepts while developing their own account plan.

Instructional Materials

The TEAM workshop is designed with adult learning principles in mind. The program’s instructional materials facilitate participant understanding by using a mix of media to transmit and reinforce key learning points. SPI provides full-color training content in electronic interactive workbooks, for use on participants’ mobile devices or laptop computers, as well as color reference charts, animated presentations, and video content, where appropriate.

Useful Sales Tools and Job Aids

The TEAM workshop incorporates the integrated use of SPI-Sales Process Playbooks – an easy-to-use, automated tool that includes a variety of helpful job aids. As participants complete the pre-workshop exercises and the in-workshop planning exercises, they capture the results in the SPI-Sales Process Playbooks application. After the workshop, account managers can use the application on an ongoing basis for effective execution of their account plan and for developing future iterations of account plans.

The job aids provided in the TEAM program toolkit include:

  • Account Profile – essential information about an account’s business, drivers, competitive environment, industry, and key performance indicators
  • Organizational Mapping and Stakeholder Analysis – a visual representation of the formal and informal structures within an account, the key people in the account, and their roles – captures influencers and power within an account
  • Drivers and Business Initiatives Map – a visual tool for linking existing and potential projects to business drivers within the account
  • Current Opportunities and Recurring Revenues – captures and calculates the value of current business within an account
  • White Space Analysis – identifies and quantifies potential opportunities for creating new value within an account
  • Opportunity Prioritization – ranks the highest value opportunities for pursuit by the account team
  • Food Chain of Value – identifies account-level strategic, cultural, financial, and political connections to tactical business initiatives within the account
  • Account Strategy – captures the most effective approach for competing for business within an account
  • Account Relationship Assessments – tools for determining the current level of relationship and preference at the individual and account levels
  • Account Resource Planning – assigns direct or virtual resources to execute required activities within an account, to win business, or address customer relationship issues
  • 30/60/90-Day Implementation Plan – a planning tool for getting started with account planning principles successfully

Strategic Value

Total Enterprise Account Management provides account managers with a repeatable and practical methodology for winning more business in strategic accounts and elevating the level of relationship within those accounts. The outcomes of this methodology are higher levels of sales revenue, a greater share of spend within the account, and more efficient use of resources, thereby, lowering cost of sales and improving margins on business in that account.