Account Management Current State and Benchmarking Assessment

1. How is the account management or client success team structured? Are they split by geographies, verticals or other characteristics?
2. How many accounts are the account managers responsible for?
3. What level of service and interaction is required or expected in this industry?
4. How does the company's model compare with their key competitors?

Improve Current Account Management Process

1. What process does the company use to interact with their current customers?
2. Survey the account managers and create a flow chart of their of what their recurring responsibilities look like.
3. Based on the flow chart, are there any processes that are redundant or inefficient? Anything that can be automated?
4. How can they more effectively keep their customers satisfied?

Optimizing the Account Manager Role

1. What are main responsibilities of Account Managers at the host company?
2. How are Account Managers incentivized? Some examples are: renewals, up-sells, customer satisfaction, net promoter scores, and new business. Are these effective or should the host company consider adding other metrics and/or removing metrics that don’t result in optimal outcomes?
3. How can you best align incentives with internal operations to maximize success?

Cross Functional Synergies Assessment

1. What are some potential opportunities where the host company can align processes between account management and other functional departments in the company? (E.g., sales, marketing, product, and operations)
2. Create a hypothetical case where it would be beneficial for the Account Managers to have a cross-functional team with other departments within the organization.
3. What would it look like? (Map it out)
4. How would the process be different?
5. Who would need to be involved?
6. How would you measure success as a team?

We've included some sample project ideas below. We encourage users to mix-and-match components from various departments for the best cross functional project experience. In all cases, we customize the projects based on company goals and student learning objectives.

Company Data Collection Inventory and Mapping

1. What is the product and business model?
2. How is the business organized from an organizational perspective?
3. What main systems does the company use to organize and execute?
4. What data is produced by the system as a result?
5. What strategic goals does the data help address?
6. What would flow chart of all the systems look like? What are the key data inputs and outputs within each system? How do they all connect to one another?

Create New Metrics (and KPIs) Using Company Data

1. How can data from multiple sources be analyzed, organized, or visualized to provide more insight to internal and/or external users?
2. Are there other potential use cases for the company’s data?
3. What other data points would be useful to capture in order improve the quality and/or relevance of insights?
4. What metrics would be best to use in order to showcase potential benefits and use cases?

Build a Sample Dashboard

1. What company data is available? How reliable is that data?
2. How can data from multiple sources be analyzed, organized, or visualized to provide more insight to internal and/or external users?
3. Can you organize these key pieces of data into a preliminary dashboard?
4. What procedure is required to keep the dashboard up-to-date? Are there any tools that could help with this process?

For your reference, we've included some sample project ideas below. We encourage educators to mix-and-match components from various departments so that the projects are cross functional in nature. In all cases, we customize the projects based on company goals and course teaching objectives.

Growth Plan and KPI Performance Assessment

1. How has the business evolved over time? How does the team feel about the past, present, and future of the business?
2. What key metrics does the company use to run the business and make key strategic decisions? How are these calculated? What does the company envision for the future for each metric? Does that seem to align with management expectations?
3. What are some key concerns and areas of focus that the host company should consider when preparing for the future of the business?

Industry Benchmarking Assessment

1. Who are the biggest competitors and how do they stack up against the company's model? Do a SWOT assessment.
2. Do any companies present interesting opportunities for partnerships? What about potential mergers and acquisitions?
3. Who are the key thought leaders and media outlets in the space? What are they publishing and how do they interact with companies like yours?
4. Design a comprehensive industry overview report. Pay close attention to the key players, their growth trajectory, and the major regions where they find the most success.

Customer Retention & Growth

1. How well does the company address customer needs from a product and service perspective? Do their customers seem happy with their purchase?
2. What’s the general customer perception of the company’s brand?
3. How large are the largest accounts compared to the smaller accounts? What makes the difference between these two contract-types?
4. What percentage of accounts can scale to becoming 50-200% larger? Does the company seem positioned to scale?

Establish Company Goals & Projections

1. Analyze the company’s growth plan. What areas of the business seem most opportunistic and/or concerning? Consider their growth plan and existing traction.
2. How does the company today compare to the company months and/or years ago?
3. What does the company want to look like in the future?
4. What are the KPIs and how well well do they tie to your assessment of company performance in strategic areas?
5. How do you think the KPIs will change as the business scales?

We've included some sample project ideas below. We encourage users to mix-and-match components from various departments for the best cross functional project experience. In all cases, we customize the projects based on company goals and student learning objectives.

• Industry Marketing Benchmarking Analysis

  1. What is the company's target demographic, product, and business model?
  2. What is the customer’s problem and how the company's product or service is solving that problem?
  3. How would you compare the company's products with the rest of the providers in the industry? Pay close attention to how other companies are marketing their products and positioning the brands.
  4. How would you compare the company’s marketing performance to competitors?
  5. What improvements would you recommend based on your assessment?

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  Marketing Strategy Impact Analysis
  1. Examine the company's past marketing strategies. What worked? What did not? How would you showcase progress over time?
  2. Compile data into a visualization to track trends of successful and less successful strategies.
  3. Compare the company's marketing tactics with competitors to showcase what works effectively - or not effectively - with certain customer demographics
  4. What other marketing strategies could be used to benefit the company?
  5. What technologies could be involved in different marketing strategies? How can you use them most effectively? How would you measure success?

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  Marketing Strategy Development

• 1. What are the company's past marketing strategies? What worked? What did not? How would you showcase progress over time?
  2. What is the customer’s perception of the company’s brand, product, and services?
  3. Propose 2-3 digital, experiential, or social, marketing strategies for the company to consider. Assess cost, reach, mediums, and any other components needed for a full understanding of this investment.
  4. Select one campaign and develop a road-map that will prepare the company to launch your campaign. Keep in mind timing, required resources (budget, people, etc.), projected results, and how you would measure ROI.

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  Customer Brand Perception Analysis

  1. Does the company assess their brand perception at all? If so, what do you find interesting about the process or findings?
  2. Conduct structured customer interviews to gain a better understanding of their customers’ preferences, purchasing habits, and decision-making processes. Consider: Demographics, Discovery Channels, and their Product Aptitude
  3. Suggest a new effective process to collect more customer data on brand perception and customer experience.

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  Marketing Mix Assessment & Recommendations

  1. Consider a 360 marketing approach when deciding the appropriate channels to utilize. What is the current marketing mix for the company? Analyze where the company spends the most and where the company performs bests.
  2. Propose an alternative marketing mix for the company that you think will work best for the product, industry, and customer type. Where should the company allocate resources to generate better performance? Consider paid advertising, social, display, content, guerrilla , experiential, affiliate, partnerships, etc.
  3. What are the costs and benefits of using your strategy? What are the key risks and costs? Compare these risks with potential reach and benefit.

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  Industry M&A Temperature Check

  1. What makes the company unique compared to competitors in their industry?
  2. Review existing data and current plans. Analyze the opportunities that the company is considering through strategic company interviews with key stakeholders.
  3. Hypothesize potential synergies with other players in the market. Is this market ripe for consolidation? How are you making that assessment?
  4. What benefits would these mergers and/or acquisitions present for the company?

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  Competitor (or Target List) Analysis

  1. Who are main competitors in the market?
  2. What unique offerings does each competitor have? How does the company product, service, and brand compare to these companies?
  3. Do any of these competitors see reasonable to acquire? Do any of them seem ripe to acquire you?
  4. Create a detailed profile of each competitor in the industry with a buy/sell assessment.

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  Merger or Acquisition Simulation

  1. Select a company and walk through the procedure of exploring a merger or acquisition. What are the costs, benefits, and likelihood of success with this potential transaction?
  2. Would this potential merger or acquisition be beneficial to your host company if it were successful? Why or why not?
  3. What key strategies would you use to initiate OR implement that merger or acquisition?

Design a New Product

1. Become familiar with the company’s core competencies and current product offerings. How does the company categorize and organize their products? How do these products compare with competitors?
2. Assess the company's product roadmap and goals for new product development. Who are the critical stakeholders (including internal and external)? Brainstorm and ideate product development ideas with the team. Identify the potential market opportunity and clearly define the problem. Propose 2-3 new product ideas given the company’s current product portfolio and desired goals.
3. Select one product for further development. Is this a similar customer base to the company’s original product or is this product for a new market entirely? Collect user feedback on the idea and/or any prototypes/drawings.
4. Develop official target audience personas for the new product. Explain why these personas are potential customers and why you feel these groups present a reasonable market opportunity. Write user stories to detail why users need the product to solve a problem or accomplish a goal.
5. Create a product roadmap including assessment of time, budget, and resources required to get the product to market.
6. Create a prototype of your design: the prototype could either be a drawing, digital asset, or physical mock-up.

• Design New Packaging

• 1. How is the packaging currently designed? What are the basic materials that go into the packaging? How does the packaging impact the manufacturing and distribution process? What does the packaging cost as-is? How does the packaging compare with industry peers?
  2. How do the current customers feel about the packaging (or unpacking) experience? What did they like about the experience? What do they feel could be improved?
  3. How does the company’s packaging compare to industry peers? What best practices can be adopted from similar companies to improve the unpackaging experience?
  4. Suggest 1-2 specific packaging improvements for the company’s product. Analyze the impact these changes would have on required materials, vendor relationships, the manufacturing and distribution process, and overall cost.
 

• Design Product Extension

  1. Assess the company’s product portfolio over time.
  2. What products are ripe for new additions or complete reinventions?
  3. What product extensions can you think of with your group?
  4. Select one product for further assessment. Assess the potential cost, benefit, and impact of adding your proposed product extension.

We've included some sample project ideas below. We encourage users to mix-and-match components from various departments for the best cross functional project experience. In all cases, we customize the projects based on company goals and student learning objectives.

• Develop Financial Statements

• 1. What is the company’s business model? What are the products? What makes them unique compared to competitors in their industry?
  2. Assess where financial data comes from at the company? What drives cost and revenues? How are these categorized?
  3. Build a set of comprehensive financial statements including a cash flow statement, income statement, and balance sheet. Ensure it’s consistent for the business since origin.
  4. What key insights and metrics can be derived from the financial statements? What types of process improvements and recommendations can you provide to the company’s management?
  5. How can the company continue to manage the financial statements on the go-forward? Provide the company with a step-by-step process when it comes to building and maintaining the key financial statements in for the future.

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  Develop Predictive Financial Model

  1. What is the company’s business model? What are the products? What makes them unique compared to competitors in their industry?
  2. Develop a flexible financial model from scratch dependent on a set of assumptions that they can be manipulated to understand the dynamics of the business.
  3. How do the different cost and revenue components tie to each other? How will this change as the business scales?
  4. How should the team set goals for the next few years?
  5. Use the projections from your financial model to develop a Discounted Cash Flow model. Help the company determine its appropriate WACC and use that WACC and the future cash flows to determine a company valuation. Use industry benchmarks to determine if the valuation is reasonable.
  6. How will the company's growth plan affect the financial model you built in the last section?
  7. Interview upper management and the sales team to get an idea of scale over the next 6, 12, and 24 months. Update your financial model according to their scaling forecasts and goals. Develop these goals into a usable budget.

Financial Records Audit

1. If the company uses cash accounting determine if they should be moved to accrual.
2. If they use accrual accounting, determine if the following accounts are recorded correctly: 1) Deferred Revenue 2) Prepaid Expenses 3) Accrued Expenses 4) Fixed Assets & Depreciation

We've included some sample project ideas below. We encourage users to mix-and-match components from various departments for the best cross functional project experience. In all cases, we customize the projects based on company goals and student learning objectives.

• Market Research

• 1. How much information does the company have on the market? What about their target audience and customers? Use this information to get up-to-speed on the business.
  2. What does the competitive environment look like? How would you benchmark your company against competitors? What are your competitors’ current market advantages, weaknesses? Create a competitor research reports including products, pricing, market share, and marketing tactics.
  3. Create a broader industry and market environment research report, which includes: market size and trends, market demographics (e.g. age, gender, income), regulatory landscape, marketing channels and strategies, and sociographics (e.g. beliefs and attitudes, interests, lifestyle factors)

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  Customer Research

  1. Who your current customers? How well does this align with the company’s defined target audience? Who are the potential customers? What, when, where and how do they buy your products?
  2. What strategies does the company currently use to attract new customers? To what extent are these strategies effective? What other strategies could the company use to attract more potential customers? Why do you think your new strategies would be effective?
  3. Create a customer research report including customer demographics, social and lifestyle trends, needs and expectations, attitude towards you and your competitors.

• Product Development & Updates

1. What existing products does the company offer? How satisfied are current customers with the current product offerings?
2. What improvements could be made to existing products? How would you suggest updating current products to meet existing and potential customers’ needs?
3. What new products does the company have on the horizon? Do you expect that these products will meet customers’ demands? What are the product guidelines and regulatory specifications that need to be followed while developing the new product?
4. Can you project how well products will fair in the market? Does this align with management expectations? Why or why not?

• Business Innovation Assessment

1. How has your company improved over time?
2. What are key ways for the company to improve overall performance?
3. How might you be able to reduce expenses and/or increase revenues?
4. How will expanding affect current operations? Do you have a reliable operations (think HR, implementation, and operations)?
5. How would you compare your performance with competitors?
6. What KPIs is the company tracking? How does the growth plan address these KPIs?