• Twitter
  • Facebook
  • LinkedIn
  • Mail
  • Rss
  • SharpSpring Login
(877) REV-EARN +1 (877) 738-3276
Revenue Architects
  • Home
  • About
    • About Us
    • Team
    • Advisors
    • Join Us
  • Services
    • Services Overview
      • Revenue Architecture Diagnostic
      • Revenue Architecture Blueprint
      • Marketing and Sales Solutions
      • Services Pricing
    • Revenue Strategy
      • Markets and Buyers
      • Valued Offerings
      • Go-to-Market
    • Revenue Systems
      • Brand Presence
      • Revenue Technology
      • Operating Model
    • Revenue Programs
      • Marketing Execution
      • Sales Execution
      • Customer Execution
  • Industries
    • B2B Marketing and Sales
    • Financial Advisor Marketing
    • Investment Management
    • Ventures and Growth Companies
    • Professional Services
    • Life Sciences Marketing
    • Financial Services
  • Case Studies
  • Blog
  • Contact
    • Privacy Tools
    • Privacy Policy
  • Search
  • Menu Menu
Blog

Wine Glass Account Planning

Revenue Growth, Sales Excellence

Wine Glass AccountFor some of our most strategic accounts over the years, we always took the time to develop a very robust and detailed account plan. One of the fun features of these account plans was the “wine glass” analysis. It was a great way to understand the level of relationship we had with certain critical stakeholders in the account.

If we placed a wine glass next to their name on the org chart, we could see at a glance the depth of the relationship. The wine glass, of course, meant that this is a person that would join us for a dinner or cocktails and with whom we have developed a personal relationship.

For one of our current clients, we are putting together an accelerated account planning program. The goal is to assess their strategic penetration in key accounts for one of their most important product and service areas and to identify where to focus for competitive sales. An additional benefit for the sales team is marshaling the resources for a 1:1 marketing plan. Below is a rough agenda of the Account Plan session – in this case for a 90 minute meeting:

  • Overall Account Profile
    • Ambition statement
    • Briefing on install base and [Product] opportunities
    • Current Sales Numbers
    • Competitive Positioning
    • Strengths Weaknesses
  • Org Chart and Relationships
    • “Wine Glass” Status & Plan
  • Opportunities to apply the three ‘C’s in your plan
    • Continuations ( expanding current installations)
    • Crop Rotations (switching out competitive solutions or adding new solutions to the mix)
    • Colonizations: (taking success in division A/buyer A to division/buyer B)
  • Target Numbers
    • Value of proposals and probability of sales
    • Projected $ value to [Client] from this account in 2012.
  • Marketing Strategy
    • 1:1 Engagement
    • Influence Strategies
    • Content Programs
    • Entertainment
  • Quarterly check-up

 

If you are looking to run an account planning session, the agenda and the wine glass approach may help. Account Planning can range from an hour to a week, so the agenda and focus will vary widely. The principles are the same, however, develop strategies to deepen and expand the relationship.

May 10, 2012/by John Stone
Tags: account plan, account planning, sales plan, Wine Glass
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on WhatsApp
  • Share on Pinterest
  • Share on LinkedIn
  • Share on Reddit
  • Share by Mail
https://www.revenuearchitects.com/wp-content/uploads/2013/08/RA_logo-300x137.png 0 0 John Stone https://www.revenuearchitects.com/wp-content/uploads/2013/08/RA_logo-300x137.png John Stone2012-05-10 15:10:262013-09-03 19:27:48Wine Glass Account Planning

Recent Posts

  • Market Segmentation: Select Markets and Isolate Audience for Engagement
  • Financial Advisor Go-to-Market Model
  • Enterprise Funnel Math
  • Integrated Marketing and Sales Process
  • Sales Qualification Tools using FACT instead of BANT and SCOTSMAN

Subscribe to Blog

  • This field is for validation purposes and should be left unchanged.

Blog Categories

Account Based Marketing B2B Branding Buyer Engagement Chief Revenue Officer Closed loop Marketing Content Marketing CRM eMail Marketing Financial Advisors Food & CPG Inbound Marketing Investment Management Marketing Automation Measurement and Analytics Methodology Newsletter Revenue Architecture Revenue Grader Revenue Growth Revenue Marketing Revenue Programs Revenue Strategy Revenue Systems Sales Enablement Sales Excellence SEO Social Media Speaking & Events Technology & Websites Valued Offerings

Resources

  • Revenue Architecture
  • Closed-loop Buyer Engagement
  • Account-Based Everything
  • Sales Enablement Resources
  • Sales Qualification Tools

Offers

  • Revenue Architecture Diagnostic
  • Revenue Architecture Blueprint
  • Buyer Engagement Index
  • Financial Advisor Marketing
  • SharpSpring Agency Services

SUPPORTING

  • The Pan Mass Challenge
  • Best Buddies Challenge
© Copyright 2021- Revenue Architects, LLC
  • Twitter
  • Facebook
  • LinkedIn
  • Mail
  • Rss
Top Take-Aways: Forrester Sales Enablement Forum 2012 Offer MQLs to Sales as "Decision Support"
Scroll to top