Multi-Level Account Planning

Senior Product Designer, Revegy

Overview

Many Revegy clients have large complex customers they manage. A large part of this complexity lies within the structure of the accounts themselves as their customers have many business units, subsidiaries, etc. Within their CRM (most commonly Salesforce), this will be structured as:

Parent-child accounts (sometimes with grandchildren and great grandchildren)

Accounts with divisions/arena's/BU's (Child account/division/sales arena/business unit)

In either case, data resides at both the top (Parent) level as well as the secondary (or tertiary) levels (Child/division).

Problem

Users are repeatedly struggling to to view data summarizations in order to see patterns across all BU (BU= Child Account/divisions/sales arena/business unit) accounts.

As of now it is not possible for users to view this data so that they may have guidance on how to best manage their entire account and create revenue opportunities.

We began to define the specific personas we would need to target and interview through a workshop I organized and ran. My Product Manager and I worked side-by-side to determine and map out the many layers that exist when managing various accounts.

Accounts can be connected to each other based on "Relationship Type".

Based on Parent-Child relationship established, accounts can also be siblings.

Ability to view table of "related" accounts, i.e. parent, children, and siblings with key data elements.

I conducted a workshop with members from sales, customer success, and product to further collaborate on our main target audience as well as break down some of the information architecture

In order to hear directly from the users, we developed interview questions across five different customers' Key Account Managers.

From user interviews I was able to group the driving pain points behind Key Account Manager's frustrations

Questions driving requirements

Product

- When analyzing a particular BU, what solutions have been sold across the other BU’s for this account? What should I position within this BU?

- I am trying to sell a particular solution to a BU, what other BU’s within this account have purchased that same solution?

I am trying to sell a particular solution to a BU, what other solutions are typically purchased along with the solution I am offering this BU?

- When reviewing the overall account progress, what are the trends in solution purchases throughout the entire account?

Relationship

-When analyzing a particular BU, what relationships do we have within BU’s where we have been most successful (where we have the most revenue being generated)?

Do we have those relationships in the BU we are reviewing?

Are we developing the right relationships to drive success?

Across the entire account which relationships are the strongest and which have the most activity?