Best practice sales and account management processes have many observable indicators of success. Based on 15 years of helping clients to develop and sustain their best practice processes, we have identified 15 factors that we believe are the most important indicators of success. Sales executives who are evaluating their existing processes can assess how consistently these 15 factors are applied in their organizations. Executives who may be considering the launch of a new sales or account management initiative can use the 15 factors to define milestones and goals for their initiative.

Account Planning

1. Account Managers create plans for major accounts with specific sales opportunities for the 12-18 months ahead. These opportunities are then reflected in the AM's sales goals



2. Sales plans for business units, regions and territories are aligned with the potential opportunities identified in the account plans



3. Sales plans from the field represent 'bottom-up plans' which are aligned with the 'top-down' plans developed by marketing



4. Account Plans are continuously communicated between sales and marketing where sales continuously brings the Voice of the Customer into marketing and new product development. Marketing and New product development are driven by the by the Voice of the Customer.

5. Account Managers accurately determine where they are in the customer's buying process and can reliably predict probability to win the deal



6. Account Managers have built wide and deep relationships and understand the role of key customer contacts on the award decision and can effectively influence the customer's decision



7. Competitive positioning overall and on individual deals is based on accurate assessment of the competition, including the alternative offers available to customers



8. Account Managers consistently apply effective listening and questioning skills to deepen their understanding of the customer overall and acquire critical insights regarding the customer's buying criteria for individual opportunities



9. Account Managers effectively communicate the value of their offer and differentiate their offer from competitors'

10. Coaching by Managers is based on enabling sales people to achieve their goals through improved skills and behaviors. Improving these targeted skills and behaviors is the focus of field coaching sessions



11. Sales people are matched to the targeted customer/market segment they are best suited for as much as possible



12. Guidance is provided to sales reps before they are put under pressure to deliver results and may therefore be susceptible to failure



13. Coaching approaches are coordinated across the business in order to ensure consistency throughout the organization



14. All sales managers are trained and coached in order to ensure that they are fully capable of providing consistent, effective sales coaching to their sales reps and account managers



15. Sales managers are empowered, enabled and encouraged to dedicate sufficient time and effort to coaching and supporting their people.

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