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WorksheetsThe Ultimate Portfolio Power Play: Mastering Account Strategy!
Total questions: 20
Worksheet time: 11mins
What are the two key factors in the Portfolio Analysis Matrix?
Profitability & Market Share
Account Attractiveness & Business Relationship Strength
Revenue & Sales
Customer Satisfaction & Retention
What does a “Strategic Account” represent?
A small account that requires little management
A key client with high value & a strong relationship
A new account with no past business history
A client with high revenue but no long-term potential
The (a) account is a high-value client with a weak relationship.
What is the main goal of managing a “Strategic Account”?
Minimise time and effort spent on the client
Maintain a basic business relationship
Invest heavily in long-term partnerships
Gradually reduce contact with the client
Which account type is considered a “low-priority” account?
Strategic Account
Status Account
Star Account
Streamline Account
Why do companies still manage Streamline Accounts instead of dropping them?
They are sometimes necessary for cash flow
They are fun to work with
They bring in high profit margins
They always have potential for growth
What should a business do with Status Accounts?
Drop them
Reduce all investments in them
Maintain service levels but avoid extra investment
Treat them as Strategic Accounts
How can a company move a Star Account into a Strategic Account?
Reduce their prices drastically
Invest in stronger relationships & customer loyalty
Stop servicing them for a while
Offer short-term contracts only
What happens if a Strategic Account is neglected over time?
It might downgrade to a Star or Status Account
It will automatically stay loyal
The client will not notice
The company will make more profit
Which of the following is NOT a way to improve a Business Relationship Strength?
Regular communication
Offering exclusive services
Increasing product prices
Provide custom solutions
Which of these industries is most likely to rely heavily on Strategic Accounts?
Luxury fashion brands
Enterprise software companies
Local bakeries
Fast-food chains
A bank has a long-term partnership with a high-net-worth client. Which quadrant do they belong in?
Strategic Account
Status Account
Star Account
Streamline Account
A small supplier provides raw materials to a global tech company but has no strong relationship with them. What type of account is this?
Strategic Account
Status Account
Star Account
Streamline Account
What is the biggest risk of focusing ONLY on Strategic Accounts?
Losing small clients who could become big in the future
High dependency on a few clients
Too much revenue
Overstaffing customer service
What should a company do if they realise too many of their clients are Streamline Accounts?
Convert some to Status or Star Accounts
Drop them all immediately
Ignore them and focus on Strategic Accounts
Give them all premium customer service to win them
A client has a high potential value but doesn’t engage much. What strategy should be used?
Offer exclusive incentives to strengthen the relationship
Stop working with them
Lower your prices significantly
Reduce all customer service
Which of the following is a common mistake companies make with Portfolio Analysis?
Treating all accounts equally
Offering different levels of service
Prioritising high-value clients
Investing in customer relationships
Why should businesses NOT ignore Status Accounts?
They can still provide stable revenue
They always become Strategic Accounts
They have no competitors
They require no effort to maintain
Which of the following would be the most effective way to improve a Star Account?
Develop trust and engagement
Reduce all marketing expenditure
Change the account manager frequently
Offer a discount and leave it at that
A company decides to allocate 80% of its resources to Strategic Accounts. What risk does this pose?
Losing potential revenue from other accounts
Improving overall profitability
Strengthening brand image
Expanding its customer base
