Account Management

What

Account Management is the Process that is performed after the initial sale to manage the relationship between the Customer and the subcontractor, vendor and supplier (who may be an internal vendor). It sometimes also applies to pre-sales Activities (particularly where the Customer has previously acquired other products and services).

An Account Manager is sometimes known as a "Business Manager" or "Sales Representative".

Account Management is sometimes known as "Client Management" or "Customer Management".

Process Diagram

Account Management consists of the following major Procedures:

Why

When and Where

This technique is used throughout the whole project lifecycle and is not limited to any specific project lifecycle phase.

How

Account Management Activities include:

1. Inveigle.
   
   
2. Entrench.
   
   
3. Obtain additional business.
   
   
4. New business development.
   
   
5. Represent the Client to the subcontractor, vendor and supplier as well as the subcontractor, vendor and supplier to the Client.
   
   
6. Keep the Client happy.
   
   
7. Be a central point of contact.
   
   
8. Co-ordinate all subcontractor, vendor and supplier resources when dealing with the Client.
   
   
9. Defines strategies for the Client/account.
   
   
10. Be Customer-driven.
    
    
11. Relationship management.
    
    
12. Manage Expectations.
    
    
13. Understand Client's:
    • Values
      
      
    • Requirements
      
      
    • Time

Attributes include:

1. Diplomatic.
   
   
2. Ability to motivate support staff.
   
   
3. Ability to build Win-Win solutions.
   
   
4. Enthusiastic manner.
   
   
5. Never say die attitude.
   
   
6. Winning mentality.
   
   
7. Ability to strategise about the Client/account.

Internal Account Management

Account Management can also be useful within an Enterprise (eg, between the IT Department and each of the various Business Areas). This can be in the form of the Programme Director role Managing a Works Programme as well as managing the Business Area's component of the overall IT Department Budget.

It is sometimes useful for large IT Department's to appoint Account Manager's to service each Business Area. This is usually done by way of a Programme Director role being implemented for each Business Area.

The Internal Account Manager would:

1. Manage the Works Programme for the Business Area.
   
   
2. Hold monthly meetings with his or her respective Business Area Senior Management.
   
   
3. Know the status of all open Work Requests for the Business Area.
   
   
4. Present Key Performance Indicators (KPI's) for the Business Area.
   
   
5. Plan the annual IT component of the Business Area Budget.
   
   
6. Plan the future Works Programme for the Business Area.
   
   
7. Be a central point of contact between the Business Area and the IT Department on a day-to-day basis.
   
   
8. Work with the Business Area to initiate projects.
   
   
9. Proactively give the Business Area vision in terms of how technology could help them.
   
   
10. Understand the Business Area Processes and Functions very well.

This is all part of gaining Management Commitment to projects.

Scaling

Also See

Account Management is one of the significant Processes that exist throughout PMMentor (PMM). To print a "Handout Pack" on this Process, create and print a title page and then click on the "Print" button (to print this topic to act as a Table of Contents) and then click on each of the following topics in turn. When the topic is displayed, click on the "Print" button, then click on the "Back" button to return to this topic and choose the next topic to print.

Bid Management

Client Relationship (Account) Management Plan

Customer Satisfaction Focus

Games That Vendors Play

Management Commitment

Management Consulting

Managing Expectations

Negotiation Skills

New Business Getting

Pre-Sales

Presentation Skills

Product Sales and Marketing Plan

Programme Director

Relationships

Sales and Marketing Skills

Subcontractor/Vendor/Supplier Consultant

Subcontractor/Vendor/Supplier Manager

Win-Win