Key Account Management plans versus Activity Plans
Key Takeaway
Use an Activity Plan for measurable interaction targets by account, channel, and product over a time period. Use a KAM plan for longer-term strategy built from objectives, tactics, and tasks. Choose an Account Plan for one key account, or a Territory Plan for the accounts in a territory.
Life Sciences Cloud for Customer Engagement has two planning tools that are easy to confuse. Activity Plans turn commercial goals into measurable interaction targets. For example, they set how many visits, virtual calls, or emails a rep should have with which accounts, for which products, in a given period. Key Account Management (KAM) plans capture longer-term strategy for key customers or regions. KAM plans come in two types, Account Plans and Territory Plans. Both types coordinate many stakeholders and teams through objectives, tactics, and tasks.
Why there are two tools
The two tools answer different questions. An Activity Plan defines what good engagement looks like, as measurable targets over a time period.
KAM exists because consolidated provider organizations have many sites and many stakeholders. These organizations need strategy coordinated across commercial, medical, and operational teams, and hitting activity counts isn't enough for that.