Affiniti improves results
with new Account Management Programme

With offices throughout the UK, Affiniti, part of the KCOM group, specialises in designing, building and managing intelligent business communications solutions. It has a diverse client base comprising Financial Services, Legal and Professional Services, Retail, Manufacturing and Public Sector organisations. Affiniti helps its clients drive maximum value from their IT and communication investment. 

Mentor ADE

Using Mentor’s ADE approach, Affiniti has identified key accounts and implemented an account planning process.

Mentor deployed a team which was comprised of consultants with senior sales experience. Our consultants were able to draw upon this direct personal experience of the sales role to work with effectively with Affiniti’s specialists to identify the issues and opportunities. Affiniti had already identified specific objectives related to improved sales funnel, sales forecasting and development of individual account plans. Mentor consultants undertook research with Affiniti’s line managers and an initial pilot study to reveal exactly what the business position was and to develop a bespoke programme to suit the client’s culture.

Mentor consultants utilised applied learning techniques based around developing real account plans in a workshop environment, to ensure the programme delivered real value back to the business. The development programme equipped Affiniti’s executives to better identify key accounts, create individual client account plans, maximise the value of sales campaigns, increase sales to existing accounts and extend personal contacts at executive level. All sales and sales support staff participated in the Mentor programme over a 9-month period. Participation consisted of preparing account plan data prior to the events, attending a 2-day intensive and practical workshop and presenting their actual account plans to line managers. These development events received consistently excellent feedback around the country.

The new key account planning programme has been acknowledged by Affiniti as one of the main constituent factors in the improved business outlook and accuracy of sales forecasts. By working closely with Affiniti’s sales and people development teams, Mentor has been able to dovetail this new scheme alongside other major initiatives being undertaken by Affiniti to improve client value. Accounts have been reclassified providing greater focus on those which contribute the most to Affiniti’s success and to highlight those requiring investment. Since the programme was implemented there has been consistent and widespread application of the account planning process and a positive effect on the Affiniti business.