Miller Heiman® programme
Large Account Management Process
Key account management training, built on the Gold Sheet
The Large Account Management Process® (LAMP®) is the Miller Heiman® programme for managing and growing strategic accounts. Account teams build a one-to-three-year plan for each key account on the Gold Sheet: where you stand today, the relationship goals, where to invest and what to stop, and the revenue targets. Transdefy delivers it in Dubai and across the GCC.
- Plans
- Each strategic account, one to three years ahead
- Core tool
- The Gold Sheet
- Who attends
- Anyone in account management, from sales to customer service, logistics and IT
- Builds
- A charter statement, relationship goals, investments and revenue targets
- Delivery
- Tailored for your account teams, on-site in the UAE and across the GCC
- Where
- Dubai, the UAE and the GCC
Who it is for
LAMP® may be right if you are trying to
Anyone involved in account management can take part: sales and sales management, and post-sales roles such as customer service, logistics and IT. Any department with an ongoing relationship with a strategic account can help advance it.
- 01
Avoid being surprised by the loss of key clients
- 02
Collaborate across the enterprise to unlock the potential of strategic accounts
- 03
Move from vendor to trusted advisor with strategic customers
- 04
Keep relationships going in strategic accounts when a manager or key sponsor changes
- 05
Reverse erosion within key accounts
- 06
Achieve the account growth objectives set by the executive team
- 07
Improve customer profitability
Why it matters
Bring the whole account relationship into view
LAMP® starts with an analysis of your current position in real accounts, to find the gaps and build a shared vision between the buying and the selling organisation. It then documents a long-term plan for managing each key account and using resources well, and account managers learn to run cross-functional teams with clear roles, better collaboration and accountability.
It also gives you a way to strengthen the relationship itself. Miller Heiman Group says that managing the customer’s perception of the business relationship, and agreeing the right level of collaboration with them, significantly reduces price sensitivity and competitive threats, and helps you keep your position as a trusted advisor.
How the Gold Sheet works
A one-to-three-year plan for each strategic account
Using Gold Sheet analysis and strategy, LAMP® teaches account teams to build realistic account management plans in three steps.
Gather
Account data on the key players, revenue history, industry trends, business and organisational issues, and how the account sees you and your closest competitors.
Strategise
The strategic players, trends and opportunities in the account’s field of play, your strategic strengths and your critical vulnerability, your position on the buy-sell hierarchy and where you want it to go, then a charter statement and the relationship goals that support it.
Execute
Focus investments and stop investments, revenue targets, and the single sales objectives, investment programmes, information and actions that put the plan into practice.
Benefits
How your organisation benefits
For field salespeople
- Analyse the current state of each relationship, to find the gaps and build a shared vision with the customer
- Align each member of the selling team with their counterpart in the customer’s organisation
- Set clear sales and relationship goals with measurable results
For sales managers and senior leaders
- Document multi-year plans for key accounts that the whole account team can share
- Build stronger, wider relationships in key accounts, for retention and long-term growth
- Allocate limited resources more effectively
- Break large customer organisations into manageable segments
Source: Large Account Management Process overview, Miller Heiman Group, 2016
How to choose
How it compares with Strategic Selling and Conceptual Selling
LAMP® plans the strategic account. Strategic Selling plans each deal inside it, and Conceptual Selling plans each customer meeting.
| Programme | Plans | Planning tool | Your team learns to |
|---|---|---|---|
| Strategic Selling® with Perspective | PlansEach complex deal | Planning toolBlue Sheet | Your team learns toUncover every player in a buying decision, identify the competitive alternatives, apply win fast, lose fast criteria and act on red flags and strengths |
| Conceptual Selling® with Perspective | PlansEach customer meeting | Planning toolGreen Sheet | Your team learns toPlan every customer interaction, ask questions that uncover critical information and conclude every meeting with clear actions for both sides |
| Large Account Management Process® (LAMP®) | PlansEach strategic account | Planning toolGold Sheet | Your team learns toBuild realistic account management plans: a charter statement, relationship goals, focus and stop investments and revenue targets |
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FAQs
Questions buyers ask
What is LAMP®?
The Large Account Management Process®, a Miller Heiman® programme for managing and growing strategic accounts. Using Gold Sheet analysis and strategy, account teams build a realistic one-to-three-year plan for each strategic account.
What is the Gold Sheet?
Korn Ferry describes the Gold Sheet as the primary tool for large account management in the LAMP® methodology. It holds the account plan: where you stand, the strategy, and the investments and actions that follow. It is part of Korn Ferry Sell.
Who should attend?
Anyone involved in account management: sales and sales management, and post-sales roles such as customer service, logistics and IT. Any department with an ongoing relationship with a strategic account can help advance it.
What is the buy-sell hierarchy?
A way to see your position with an account, both from your perspective and from the perspective of the account’s field of play, and to decide where you want it to go. LAMP® uses it to set the target position for the relationship.
What are focus investments and stop investments?
Decisions about where to put more of your resources in an account and where to stop investing, so effort goes where the account plan needs it.
How long is the programme?
Miller Heiman Group’s overview lists two-day public and on-site programmes, plus a train-the-trainer option. Ask us about the right format for your account team.
How is LAMP® different from Strategic Selling?
Strategic Selling® with Perspective plans one opportunity at a time. LAMP® plans the whole relationship with a strategic account over one to three years, and turns that plan into single sales objectives and actions.
Can it be run in-house for our team?
Yes. Transdefy delivers it on-site for account teams in the UAE and across the GCC. Korn Ferry lists on-site, instructor-led delivery for the programme.
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