CAM Account Planning & Growth Strategy

Question 1

What is the primary purpose of an account plan in account management?

Accepted Answer

To provide a structured roadmap for growing and retaining a key account

Answer

To document all customer complaints for review

Answer

To track competitor pricing strategies

Answer

To outline internal HR policies for account teams

Question 2

Which framework is commonly used to identify growth opportunities within an existing account by mapping products/services against customer departments?

Accepted Answer

Whitespace Analysis

Answer

SWOT Analysis

Answer

PEST Analysis

Answer

Net Promoter Score

Question 3

An account manager notices a key account's annual revenue contribution has plateaued for two years. The BEST first step is to:

Accepted Answer

Conduct an account review to identify unmet needs and whitespace

Answer

Reduce pricing to stimulate new purchases

Answer

Reassign the account to a more experienced manager

Answer

Increase call frequency without a clear agenda

Question 4

In account tiering, which criterion MOST directly determines whether an account should be classified as 'strategic'?

Accepted Answer

The account's current and future revenue potential plus strategic fit

Answer

The number of years the account has been a customer

Answer

The account's geographic proximity to headquarters

Answer

The frequency of inbound support tickets

Question 5

A 'land and expand' strategy in account management refers to:

Accepted Answer

Winning an initial smaller deal, then growing the account with additional products or users

Answer

Acquiring a customer in one region and expanding to international markets

Answer

Purchasing competitor accounts to expand market share

Answer

Expanding the internal account team headcount over time

Question 6

Which metric BEST measures whether an account manager is growing their book of business within existing accounts?

Accepted Answer

Net Revenue Retention (NRR)

Answer

Customer Acquisition Cost (CAC)

Answer

Time to First Value (TTFV)

Answer

Lead Conversion Rate

Question 7

When building a multi-year account growth plan, the account manager should FIRST:

Accepted Answer

Understand the customer's long-term business goals and align offerings accordingly

Answer

Set internal revenue targets and work backward to the customer

Answer

Request a larger budget from the sales director

Answer

Benchmark the account against industry averages