Problem we solve · Sales Excellence & Key Account Management
“We call every large customer key, so none gets a real plan.”
Large customers are not automatically key accounts. Key accounts are the few where a joint strategy, dedicated resources and senior relationships change the outcome. Treating every big customer as key spreads resources thin and produces account plans nobody uses.
Cause 1
Selection by size alone
Cause 2
No resources committed in the plan
Cause 3
No review cadence
Paraphrased and anonymized from recent conversations.
“We tiered customers but cannot allocate shared support across regions without real account plans.”
The approaches we use most often for this problem. Most clients start with one.
How we help
We help you choose the accounts that deserve a strategic plan, build one-page key account plans with the team, and connect them to resources, forecasting and reviews.
How it works →How we help
We group customers by what they need and value, then design an offer, service level and price for each group.
How it works →How we help
We help sales teams build the habits that make strategy happen: territory and account planning, call preparation, pipeline reviews and CRM use that managers actually rely on..
How it works →Market Edge frameworks used to diagnose and fix this problem.
Semiconductors · Global
[Result]
The global leader in semiconductor fabrication equipment wanted every key account manager, some leading teams of up to 500 people, at an agreed standard.
Read the case →Europe · Key account planning
Recent work · 2026
A European commercial unit wanted key account plans that connect to marketing campaigns and sales routines, starting in Benelux.
Read the case →Articles by Market Edge consultants on mkt-edge.com.
Strategic importance to you, attractiveness, and the chance to create joint value, not just size.
Quarterly at least, linked to forecasting and win-room meetings.
"We've been sales and rebate led for years."
Your strategy now depends on selling on value, but the sales force, pricing and segmentation were built for volume.
How we help →"We're reorganizing our route to market to grow margin, not volume."
New customer tiers, channels or owners mean the sales force has to change who it calls on and what it sells.
How we help →Sales Excellence & Key Account Management
“We have been sales and rebate led for years. Value is never part of the conversation.”
Read more →Sales Excellence & Key Account Management
“Each unit trains sales differently. We have no shared view of capability.”
Read more →Sales Excellence & Key Account Management
“Every price change turns into a standoff with our biggest customers.”
Read more →Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.