Building Best-in-Category Account Managers

Consumer Packaged Goods

The client

A North American beverage company


  • Difficult consumer packaged goods industry environment with growing customer consolidation combined with eroding consumer loyalty
  • Company faced pressure not only on top-line sales but also on bottom-line profitability
  • Customer perceptions of account management capability were low in relative to competitive beverage manufacturers

HORN Solution

  • Designed a multi-year, modular learning curriculum, to address specific account management gaps in the areas of:
    • Knowing the financial drivers of the business – their own and their customers’
    • Translating consumer / shopper / category data into business-building insights
    • Formulating differentiated customer business plans strategically aligned to customer and company strategic priorities
    • Conducting influential customer meetings, resulting in mutual commitment to action
  • Motivated strong sales leader involvement to embed new account management skills
    • Pre-training session to build buy-in and commitment
    • Leaders encouraged to take on active co-facilitation role in sessions
    • Post-module webinars to help leaders reinforce the learning, coach to gaps, facilitate best-practice sharing, and inspire Account Manager accountability
    • Turnkey coaching tools to help leaders recognize what good looks like and assess gaps for timely coaching feedback

The Impact

Moved from #7 to #1 in Customer Advantage Survey in two years

Propelled to #1 position in key areas of Strategic Alignment, Category Development, and Trade / Shopper Marketing

Broadly recognized as one of the best vendors by multiple key customers

Achieved targeted business growth and results