Global chemicals company: key account planning

Figure 7.2 illustrates the dynamic account planning approach taken by this chemicals company when it wanted to standardize the way planning was conducted in each of its European business units. It did not want to implement a resource-intensive key account planning methodology but did want to achieve a change in the way of working. It also wanted an approach that encouraged input and involvement from as wide an account team as possible. Each step in the approach had clear descriptions of the scope but left the 'how' largely to the account managers. The approach was also an input to the development of technology support for an Account Management Excellence programme of which this approach was a part. As a result the system was closely aligned with approach.

Figure 7.2: Chemicals Company—Dynamic Account Planning