Getting started with Key Account Indicators
In my previous blog, I talked about the term: Key Account Indicators (KAI). What are they, and why you should use them in the first place? In this blog, I would like to show you how we as Smarties (Smart Profile employees) use KAI and how you can do the same.
As an example, let’s say I want to bring attention to a new product. This product is an Alert Dashboard (it goes live in April) in the ICT sector. How do I best determine the target audience for this new product? We are going to do this based on the indicators.
1. Defining KAI
What are the aspects that a relevant account must satisfy for us? As Smart Profile, we have been active in the ICT market for some time, but it is still good to critically look at the KAI. So I made an appointment with Sales & Products and Services to discuss the KAI for this product.
This resulted in the following, namely, accounts that:
- Operate in the Benelux
- With a focus on B2B
- Active in the ICT sector
- With local presence of Sales, Marketing or Business Development
- Experience strong competition on their product/service offering
- Have a local commercial team of at least three people
- Are looking to understand the KAI of the potential customer (KAIception)
Now that we have defined the KAI, it’s time to see which companies fall within these indicators. For example, I use our database, the MarketBase, supplemented with our CRM system’s insights to determine the relevant target group. From that, I arrive at my relevant target group with accounts and decision-makers. This group is approximately 2200 decision-makers.