Account plan audits

STEM will quantify and benchmark the quality of local account plans based on the following five parameters:

1. SITUATION ANALYSIS
• Description of how the account is structured
• Local account priorities
• Quantification of the opportunity
• Quality & specificity of SWOT

2. INFLUENCE MAPPING
• Who are they?
• Who do they influence/influenced by?
• Links to other organisations

3. OBJECTIVE SETTING
• How SMART are they?
• How up to date are they?

4. TACTICAL ACTION PLAN
• How clear & focused are the tactics?
• How clearly do actions link back to situation & objectives?
• How up to date are they?

Specific benchmarks include…
• What proportion of actions are purely ‘day job’ v adding value?
• What proportion of actions are cross functional?
• What proportion of actions include customer advocacy and mobilisation?

5. SUCCESSION
• STEM assessment of ‘how easily could this account be picked up by another person from the documented plan?

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