Partnership Account Management
Success begins with planning
Managing key partnerships, is both difficult and
time-consuming. To make partnerships truly effective, an organisation
needs to invest considerable resources in all aspects of the relationship,
from planning through to delivery and key account management &
development. A cost-effective way of achieving a vibrant relationship and
one which delivers ongoing benefits to both partners, is to utilise
Affinity Solutions’ account management experience.
Delivering the promise
The process used to manage major partnerships will
depend on the complexity of each individual case, but will usually
include:
- Strategy – Is your organisation effectively
structured to deal with partners and ensure they add value? Can decision
makers be accessed? Do you and your partners know what is expected of
each other and are the stated objectives realistic, yet stretching?
- Resources – Are resources being effectively
utilised on both sides? Are personal relationships established at all
levels of the partnership? Do internal staff require training in key
account management techniques?
- Implementation – Are joint marketing and
business plans being developed and implemented? Are account management
processes established (e.g. change requests, management information and
copy deadlines)? Are partnerships being refreshed and aligned to
corporate objectives?
- Financials – Are financial returns being
monitored and do they meet or exceed expectations?
Account experience
Affinity Solutions continues to manage a number of
key accounts on behalf of clients in a variety of industry sectors:
- Long-term development and ongoing implementation
of new partnerships for three of the UK’s leading media groups,
aimed at maximising new revenue streams
- Managing the multi-million pound relationship of
the UK’s largest age-related charity with its key financial
services partner
- Managing the delivery of marketing services and
ongoing account development for a major UK bank, with over 10 key
partners
- Implementing and managing the relationships of a
number of major charities with their financial service suppliers and
ensuring the achievement of service standards and contractual
obligations
- Selecting and managing administration partners
for a specialist trade union broker, whilst safeguarding revenue and
service standards
