Yogi Berra once wisely remarked, "If you don't know where you are going, you'll probably end up somewhere else." This adage holds particularly true in the realm of large account planning, where strategic foresight and meticulous planning are essential to achieving long-term success. For organizations aiming to thrive in competitive markets, robust planning is not just an option—it's a necessity.

However, many organizations falter by deprioritizing planning efforts, resulting in either mediocre or absent formal plans. This oversight can compromise the business's long-term health, making you unprepared to navigate external risks. To overcome these challenges, a different approach is needed.

The Solution: A Structured Planning Approach.

This includes:

• A Defined Process: Establish a clear methodology for planning.
• A Common Approach: Utilize a standardized model for consistency.
• Training: Equip teams with the fundamentals of effective planning.
• Commitment and Alignment: Ensure that everyone is on board and aligned with the strategic goals.
• Tracking: Monitor progress and make necessary adjustments.

Best-in-class customer planning involves articulating a clear direction with each customer, detailing the steps to achieve goals, and allocating the necessary resources. At Kinetic12, we've developed a 6-step Strategic Planning Model that provides a comprehensive framework for this process.

1. Situation Assessment:

• Customer Profile: Understand the customer's business and needs.
• Market Dynamics: Analyze local market conditions and dynamics.
• Stakeholders: Identify key stakeholders and their influence.
• Past Performance: Review historical business performance and share of business.
• Competitive Landscape: Assess the competition and market position.
• Current Initiatives: Examine ongoing and past initiatives for insights.

2. Situation Summary:

• SWOT Analysis: Evaluate strengths, weaknesses, opportunities, and threats.

3. Insights & Implications: 

• Draw insights and determine their implication to the plan.

4. Vision & Plan Objectives:

• Outline where the business is going.

5. The Plan

• Solve for the implications through strategies and initiatives.

6. Execution & Tracking:

• Execution Roadmap: Develop a clear roadmap for implementation.
• Plan Tracker: Use a tracking tool to monitor progress and adjust as needed.
  

By Implementing these strategies, organizations are better positioned to navigate the market, identify the right opportunities, and engage their team to meet or even exceed their goals. For sales teams in particular, this will help keep you a step ahead of competitors by having:

• Better Customer Understanding: Deepening your knowledge of a customer's business ensures that your strategies are relevant and impactful.
• Improved Management: A structured plan allows for more efficient management of accounts, leading to better outcomes.
• Swifter Opportunity Identification: It helps in pinpointing substantial growth opportunities that might otherwise be overlooked.
• Sharpened Strategic Skills: Effective planning sharpens your team’s ability to navigate complex business landscapes and seize high-value opportunities.
• Enhanced Team Alignment: A well-crafted plan aligns sales efforts with broader business goals, enhancing overall team performance.
• Increased Success: Mastery of planning techniques can directly impact your effectiveness and success in your role.
  

In conclusion

large account planning is not merely about setting goals; it's about crafting a roadmap that aligns with strategic objectives and adapting to the ever-evolving business landscape. By adhering to a structured planning model, organizations can enhance the skills of their most experienced sales reps while navigating their course with confidence and enhancing their prospects for long-term success.

About Kinetic12: Tim Hand and Art Bell are partners with Kinetic12 Consulting, a Chicago-based Foodservice and general management consulting firm. The firm guides multiple best practice projects and forums, and consults with leading Foodservice suppliers, operators, PE firms and associations on strategic initiatives. Their previous leadership roles at Foodservice manufacturers and restaurant chain operations provide a balanced perspective and insight into how the industry is evolving and what must be done to stay relevant.

Contact us to discuss or learn more about how we can help your organization understand the Restaurant of the Future and how Emerging and Growth Chains will define the future of foodservice.