Account Performance Reviews

June 4, 2024 1 minute read

Richard Wright

Managing Director at ASPIRE Account Management

ACCOUNT PERFORMANCE REVIEWS

You’ll never achieve your business goals & targets without regular pragmatic reviews of your Account Management performance.

Therefore, in addition to any contractual commitments and aspirations for the Account, the frequency of internal Client Account Performance Reviews will depend on the size, complexity and potential of each Client.

It’s also very important that the right people are present to contribute on specific areas and take responsibility for all related action points. Again, these will vary according to Account size, complexity and potential but will always include the Account Manager and their line manager.

Sample checks and tips are given below:

AGENDA

  • Previous Minutes

  • Previous Action Plan

  • Mission Statement, Strategy & Goals

  • Business Performance/Market Position (both organisations)

  • Organisational & people changes (both organisations)

  • Current Work, Service, People &/or Product Contracts (incl. debtors)

  • Balanced Scorecard

  • Sales (orders won & lost, new opportunities qualification, other current opportunities & propositions)

  • Competitors

  • SWOT Analysis

  • Contact/Relationship Management

  • Missing Information (Account File)

  • Satisfaction Survey

  • Issues & Complaints (both organisations) - incl. cultural, management, people, budgets/estimates/forecasts, timescales, quality & contractual)

  • Hospitality/Entertainment

  • Account Manager Responsibilities/Performance

  • Critical Success Factors

  • Risk Management

  • Options & Forward Action Plan

  • Close (Any Other Business, date/time of next Review)

MAIN INPUTS

  • Account Snapshot Summary

  • Account File Details (incl. Client information held, meeting minutes, correspondence, contracts)

  • Balanced Scorecard

  • SWOT Analysis

  • Client Organisation Charts

  • Contact Management Plan

  • Client Progress Review Minutes

  • Satisfaction Survey

  • Sales Opportunities/Action Plan

  • Sales Propositions/Action Plan

  • Marketing Plan

  • Hospitality/Entertainment Plan

  • Account Manager Performance

  • Risk Management Analyses

QUESTIONS TO ASK under 8 headings:

  • Admin

  • Risk Management

  • Client

  • Client Contact/Relationship

  • Issues

  • Delivery/Performance

  • Sales

  • Competitors

AFTER THE REVIEW

In addition to updating the Account File, various other areas may require careful thought, consideration and rework including SWOT Analysis, Balanced Scorecard, Personal Performance & Objectives, Risk Management and Account Action Planning.

        

CLICK HERE FOR COMPLETE LIST OF ALL CHECKS & TIPS

BEST PRACTICE QUOTE 10 OF 12

"without regular pragmatic reviews of Account Performance you cannot achieve your goals and targets"

Another 20+ components of account management can be found at ASPIRE Account Management together with over 300 free checks & tips - all of which aim to significantly improve supplier performance and block the competition.

NEXT POST: Client Satisfaction Surveys

Account Management Blogs - the full set:

  • Introduction to Account Management

  • Understanding Your Clients

  • Supplier Values, Ethos & Image

  • The Account Manager

  • Client Relationship Management

  • Client Contact Management

  • Sales Propositions & Opportunities

  • Sales Opportunity Qualification

  • Balanced Scorecard

  • Client Account Performance Reviews (‘today’)

  • Client Satisfaction Surveys

  • Risk Management

As these blogs will be geared to anyone engaged in developing new business with clients or prospects, and for ease of context, I’ll regard all readers as account managers as everyone has the same endgame, no offence!

I really hope you, your colleagues & business associates find value in these blogs; please let me know either way. Please also get in touch if you think there might be potential for our businesses to collaborate.

ASPIRE Account Management

25 modules, 1500 checks & tips - best practice at its practical best

ASPIRE Mission Statement: "As the new business world emerges, enable suppliers to minimise risk in all that they do with particular focus on client retention, increased productivity & business growth"