Digital Key Account Management is the process of managing and growing a company’s most important customers using digital tools and technologies. It is essential for Sales Enablement, as it enables businesses to manage their key accounts more efficiently and effectively. However, adopting Digital solutions for your Key Account Management process comes with its set of challenges.
Challenges in adopting Digital Key Account Management for Sales Enablement
1. Integration with Existing Systems
One of the main challenges of adopting Digital Key Account Management is integrating it with existing systems. Many businesses use a variety of digital tools and platforms to manage their key accounts, such as Customer Relationship Management (CRM) systems, Marketing Automation software, and Business Intelligence tools. Integrating a new Digital Key Account Management tool with these existing systems can be complex and time-consuming, requiring significant investment in IT infrastructure and resources. Finding a solution that can integrate well into your existing sales tech stack is thus essential.
2. Maturity Level and Discipline
Before adopting Digital KAM tools, businesses need to assess their readiness to leverage these tools effectively. This requires having a clear understanding of the organization’s maturity level and discipline. Is the organization ready to adopt a digital approach to account planning, and does it have the discipline to use it effectively? Implementing Digital Key Account Management tools requires discipline, as it involves following a set of processes and procedures consistently. Therefore, businesses need to assess their level of discipline and maturity before adopting.
3. Account Complexity
As accounts grow in complexity, businesses need a strategic view to manage them effectively. Digital Key Account Management tools can help businesses manage complex accounts effectively by providing a comprehensive view of the account and its activities. Therefore, businesses need to assess the complexity of their accounts before adopting Digital KAM tools.
4. Changing Client Needs
Businesses are constantly evolving, and client needs are changing rapidly. Therefore, businesses need to keep a dynamic planning approach to stay aligned with their changing needs. There is a need to stay aligned with their clients’ changing needs by providing real-time data and analytics. Therefore, Digital Key Account Management tools need to be able to keep up with the evolving needs of their clients.
5. Resistance to Change
One of the biggest challenges of adopting Digital Key Account Management is resistance to change. Many sales teams may be hesitant to adopt new digital tools and technologies, as they may be comfortable with their existing processes. Resistance to change can slow down the adoption process, and even derail it altogether. Sales Enablement leaders must work with sales teams to overcome resistance to change by showing them the benefits of the digital tool being adopted and providing training and support, and involve them in the decision-making process.
Need for Change Management
Sales teams and stakeholders need to both be on board with changes. Here are a few reasons why change management is necessary for successful implementation of digital account planning solutions:
1. Combating Resistance to Change
As mentioned earlier, one of the biggest challenges to adopting digital key account management solutions is resistance to change. With the right change management processes, this resistance can be curbed. Enthusiastic early adopters and tech-savvy team members who are less resistant to change are vital to overcoming the inertia that usually follows any major changes that are implemented in a digital ecosystem.
2. Clear Communication
Effective communication is critical in any change management initiative, including Digital Key Account Management. It is essential to communicate the changes, the reasons for the changes, and how the changes will affect the sales team overall and other stakeholders. Clear communication can help to ensure that everyone is on the same page and that there is a shared understanding of the goals.
3. User Adoption
If the sales team and other stakeholders do not adopt the new digital tools and processes, the implementation will not be successful. Change management can help to ensure that the sales team and other stakeholders are prepared to adopt the new digital tools and processes by providing training and support and involving them in the decision-making process.
4. Managing Expectations
It is essential to set realistic expectations about what a shift to digital account planning can achieve and the timeline for achieving those outcomes. Managing expectations can help to avoid disappointment and frustration, which can lead to resistance to change.
Download: Change Management Guide for Sales Leaders to Implement Digital Account Management Software
How does one go about championing a change to Digital Key Account Management?
There are three main criteria that go into championing the change to Digital Key Account Management
1. Aligning with your organization:
Did you know that the tools and language used in the organization’s daily life might not be the same as the standard? It’s important to make sure that the requirements are aligned before implementing anything. Plus, aligning with previously existing systems also reduced naysayers when it comes to the adoption of a new digital Key Account Management tool.
2. Getting a team of ‘Advocates’:
Having a group of beta testers or advocates can make it much easier to introduce new tools to your organization. These advocates are essentially super users who have tried out the tool, which means any issues can be sorted out before they roll it out to the organization. Plus, they can help others get trained on the new system, acting as champions for the change. Having these ‘advocates’ on board can make a huge difference when it comes to shifting to a digital key account management practice.
Ensuring that you have the right early adopters is essential for showing value. It takes time to embrace change, and the right early adopters can speed up the process to show the value of adopting a new digital ecosystem that might be something they are not used to. It is a challenge to set aside time to take up something new, but enthusiastic early adopters can accelerate this adoption.
3. Support from Senior Leadership:
Getting the support of senior leaders is essential when it comes to managing change effectively, especially during the transition to a digital ecosystem. When senior leadership or executive-level buy-in takes place, it encourages everyone to embrace new technologies and processes. This type of support also means that there is a clear understanding of the goals and objectives of the digital transformation and that everyone is working towards the same vision. Without the support of senior leaders, it can be difficult to convince others in the organization of the benefits of adopting a new system and to ensure that the transition to digital account management systems runs smoothly.
To sum it up!
In conclusion, adopting Digital Key Account Management is essential for Sales Enablement, as it enables businesses to manage their key accounts more efficiently and effectively. However, it also comes with its challenges, including resistance to change, integration with existing systems, data management, cost, and cybersecurity. Sales Enablement leaders must work with their teams to overcome these challenges by demonstrating the benefits of Digital Key Account Management, providing training and support, developing a data management and cybersecurity strategy, and conducting a cost-benefit analysis. By doing so, businesses can successfully adopt digital solutions to account planning and gain a competitive edge in their respective markets.
Check out our Masterclass on “Making Account Plans Actionable, Measurable and Sustainable” to ensure the best change management practices for your organization and the best key account management practices for your sales team.
