Key Account Managment
Strategic alignment for accelerated growth
The challenge
A prominent healthcare company's field force and key account management team operated in a highly complex healthcare systems environment with multiple stakeholders, formuary committees, pharmacists, clinitians, ER seeting and admin staff. The company was struggling with understanding the complex client network, identifying and engaging with the real decision makers and providing value added services were the client needed them ost. The key to unlock growth relied in understanding and serving the various stakeholders more effectively and deploying the KAM team in more strategic manner.
Our approach
We implemented a systematic methodology to understand existing business sources, analyze complex customer structures and buying journeys, and develop a strategic blueprint for the sales and KAM organization. Our process included:
Customer & Stakeholder Analysis We conducted comprehensive analysis of the existing customer base to identify core workflows, stakeholder interactions and decision-making committees, and how our current deployment aligned with client processes.
Journey Mapping & Pain Point Identification We mapped the complete customer buying journey to understand decision-making processes, identify pain points, and reveal opportunities for more strategic engagement at each stage.
Strategic Segmentation Framework We developed a robust framework to segment customers based on long-term growth potential and strategic importance, providing the foundation for a more targeted go-to-market approach.
Implementation & Enablement We created actionable account planning frameworks and translated strategic insights into practical playbooks with comprehensive training materials, ensuring client-facing teams had the tools and guidance to execute the new strategy effectively.
The outcome
The new field force and KAM blueprint transformed the company's organizational approach to client engagement. Account management teams, equipped with strategic frameworks and standardized playbooks, shifted from reactive relationship maintenance to proactive growth initiatives. This transformation enabled teams to engage with broader stakeholder networks, streamline sales processes for faster product adoption, improve conversion rates on expansion opportunities, and drive systematic account development across the portfolio.