Ideal Customer Profile – Small
Define the characteristics of your ideal small-company client to focus your BD activity.
Company Profile
Ideal Contact
Our Solution
Sales Intelligence
Key Messages
Ideal Customer Profile – Medium
Define the characteristics of your ideal medium-sized client to focus your BD activity.
Company Profile
Ideal Contact
Our Solution
Sales Intelligence
Key Messages
Ideal Customer Profile – Large
Define the characteristics of your ideal large-company client to focus your BD activity.
Company Profile
Ideal Contact
Our Solution
Sales Intelligence
Key Messages
Value Proposition
Articulate your distinct value for each customer segment. Complete one column per ICP.
| Element | ICP #1 – Small | ICP #2 – Medium | ICP #3 – Large |
|---|---|---|---|
| Customer Segment Who they are |
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| Core Problem / Need What they're struggling with |
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| Our Solution How we help |
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| Key Benefits Tangible outcomes |
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| Differentiators Why us over others |
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| Proof Points Evidence / case studies |
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| Key Message / Tagline One memorable line |
Elevator Pitch
Sales & Marketing Mix
Plan your active and passive channels. Set frequency targets and track activity.
Active Channels (Outbound)
| Channel | Target Frequency | Owner | Current Status | Notes |
|---|---|---|---|---|
| Cold email / email outreach | ||||
| LinkedIn direct outreach | ||||
| Networking events & conferences | ||||
| Referral programme | ||||
| Speaking / presentations | ||||
| Webinars & workshops | ||||
| Strategic partnerships / alliances | ||||
| Direct mail / gifting |
Passive Channels (Inbound)
| Channel | Target Frequency | Owner | Current Status | Notes |
|---|---|---|---|---|
| Website / SEO | ||||
| Content marketing (blogs, articles) | ||||
| LinkedIn company posts | ||||
| Thought leadership (whitepapers, reports) | ||||
| Email newsletter | ||||
| PR / media coverage | ||||
| Awards & accreditations | ||||
| Podcast / video content |
BD Targets & Pipeline
KAM Process Guide
A reference guide to Corryvreckan's Key Account Management process – the structured approach to growing and retaining strategic accounts.
The KAM Process
Step 1
Account Segmentation
Classify accounts by strategic value, revenue potential and relationship depth. Assign tiers (Platinum / Gold / Silver) to focus resource allocation appropriately.
Step 2
Account Intelligence
Gather deep knowledge of the client's business: strategy, challenges, competitive landscape, financial health, key initiatives and stakeholder priorities.
Step 3
Relationship Mapping
Identify all stakeholders in the client organisation. Map their influence, sentiment towards us, relationship owner and engagement status. Build multi-level relationships.
Step 4
Strategic Account Planning
Develop a written account plan with clear objectives, revenue targets, relationship goals, and specific initiatives to deliver growth over a 12-month horizon.
Step 5
Value Proposition
Tailor our proposition to this specific account's context. Align our services to their strategic priorities and articulate measurable value in their language.
Step 6
Joint Business Planning
Where appropriate, co-create a joint plan with the client. This deepens partnership, increases switching costs and positions us as a strategic partner rather than a supplier.
Step 7
Stakeholder Engagement
Execute a structured touchpoint cadence – senior sponsor dinners, working-level check-ins, thought leadership sharing, events and proactive insight delivery.
Step 8
Execution & Delivery
Deliver commitments with excellence. Every project and interaction either builds or erodes the relationship. Embed quality assurance and client feedback loops.
Step 9
Performance Review
Conduct formal QBRs (Quarterly Business Reviews). Measure NPS, satisfaction scores, account health indicators and commercial performance against plan.
Step 10
Growth & Development
Identify and pursue cross-sell, upsell and referral opportunities. Use the Growth Accelerator tool to model revenue scenarios and prioritise initiatives.
Account Tiering Framework
| Tier | Criteria | Touchpoint Cadence | Senior Sponsor | Account Plan |
|---|---|---|---|---|
| ⭐ Platinum | Top accounts by revenue & strategic value. Long-term partnership potential. | Monthly senior review + weekly operational | Director-level | Formal annual plan with QBRs |
| 🥈 Gold | Significant revenue, strong relationship, growth potential. | Bi-monthly senior review + fortnightly operational | Senior Manager | Annual plan with bi-annual reviews |
| 🥉 Silver | Steady revenue, established relationship, limited growth headroom. | Quarterly review | Account Manager | Annual plan with annual review |
KAM Best Practices
✅ DO
Listen more than you talk
Bring unexpected insight and value
Connect at multiple levels in the organisation
Be proactive – don't wait to be asked
Deliver what you promise, every time
Know their business as well as they do
Make it easy to expand the relationship
Celebrate their successes
Bring unexpected insight and value
Connect at multiple levels in the organisation
Be proactive – don't wait to be asked
Deliver what you promise, every time
Know their business as well as they do
Make it easy to expand the relationship
Celebrate their successes
❌ DON'T
Only contact them when you need something
Let the relationship rest on one person
Ignore warning signals about dissatisfaction
Overpromise and under-deliver
Be reactive – surprise them positively instead
Forget to document key conversations
Treat them like a transaction
Neglect the day-to-day contacts
Let the relationship rest on one person
Ignore warning signals about dissatisfaction
Overpromise and under-deliver
Be reactive – surprise them positively instead
Forget to document key conversations
Treat them like a transaction
Neglect the day-to-day contacts
KAM Planning Template
Develop a strategic account plan for a key client. Complete all sections and review quarterly.
Account Details
Account Overview
Strategic Objectives (this year)
| # | Objective | Owner | Target Date | Status |
|---|
Stakeholder Map
| Name | Title / Role | Influence | Sentiment | Champion? | Relationship Owner | Last Contact |
|---|
Account Action Plan
| Action / Initiative | Owner | Target Date | Priority | Status | Notes |
|---|
Pre-Mortem – What Could Go Wrong?
| Risk / Threat | Likelihood | Impact | Mitigation |
|---|
Review Notes
Meeting Planner
Prepare thoroughly and capture outcomes. Complete pre-meeting before, post-meeting immediately after.
Meeting Details
Cast of Characters
Profile each client attendee to tailor your approach. A=Advocate, N=Neutral, D=Detractor.
| Name | Role / Title | Seniority | Impact | Met Before? | LinkedIn? | DISC | Relationship |
|---|
Preparation
Post-Meeting Debrief
Agreed Actions
| Action | Owner | Deadline |
|---|
Growth Accelerator
Model revenue trends, map relationships and identify growth opportunities for a strategic account.
Account Details
Revenue Analysis
| Revenue Stream | 2 Years Ago | Last Year | This Year (est.) | Next Year (target) | 2 Years' Time |
|---|---|---|---|---|---|
| TOTAL | £0 | £0 | £0 | £0 | £0 |
YoY Growth (this yr vs last): –
Projected Growth (next yr vs this): –
Key Relationships
| Stakeholder Name | Role / Level | Current Relationship | Target Relationship | Key Actions to Develop |
|---|
Growth Opportunities
| Opportunity Description | Service / Product | Est. Value (£) | Probability (%) | Wtd Value (£) | Key Actions | Target Date |
|---|
Total Pipeline: £0
Weighted Pipeline: £0
Growth Strategy & Notes
Client Satisfaction Analyser
Rate your performance across 14 key satisfaction factors. Assign weightings, select your top 5 priorities, then score each one.
Client Details
Satisfaction Scoring
Step 1: Enter a Weighting (1–10) for each factor based on its importance to this client.
Step 2: Tick the 5 factors most critical to this client.
Step 3: Enter a Rating (1–10) for your performance on each selected factor.
Score = Weighting × Rating (auto-calculated).
| # | Satisfaction Factor | Weighting (1–10) |
Top 5? | Rating (1–10) |
Score |
|---|---|---|---|---|---|
| TOTALS | – | – | |||
Total Score: 0
Average Score (top 5): 0.0
Top 5 Selected: 0 / 5
Analysis & Actions
Account Retention Analyser
Assess retention risk across 16 factors. Rate each 1 (Excellent) to 5 (Critical concern). Lower scores are better.
Client Details
Retention Risk Scoring
Rate each factor: 1 = Excellent | 2 = Good | 3 = Average | 4 = Poor | 5 = Critical concern. Add improvement actions where rating ≥ 3.
| # | Retention Factor | Rating (1–5) |
Improvement Action | Due Date | Accountable (RACI) |
|---|---|---|---|---|---|
| TOTALS / AVERAGE | 0 | Avg: 0.0 | |||
Total Score: 0 / 80
Average: 0.0
Risk Level: –
Retention Strategy