QTIL – WTTIL

Sales and Key Account

Management

Standard Operating Procedure (SOP) for

Sales and Key Account Management
Document No : WQ/ Core/ SKM/ P/ SOP/ V1.0

Version : 1.0

Release Date : 06-April-2010

 QTIL – WTTIL
SOP for Sales and Key Account Management

Approving Authority

Name Designation Signature Date

Process
Anand Garg
Champion
Process
Krishnan R.
Owner

Version History

Change
Version No Date Updated by Reviewed by Approved by
Initiated
1.0 6-April-2010 KPMG

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 QTIL – WTTIL
SOP for Sales and Key Account Management

Distribution List

Function Designation
Hub Heads
Circle Heads
Functional Head
Sales and KAM Hub-Functional Head
Circle Functional Head
Functional Head
Site Acquisition Hub-Functional Head
Circle Functional Head
Functional Head
Projects Hub-Functional Head
Circle Functional Head
Functional Head
Operations and Maintenance Hub-Functional Head
Circle Functional Head
Functional Head
Supply Chain Management Hub-Functional Head
Circle Functional Head
Functional Head
Invoicing and Collections Hub-Functional Head
Circle Functional Head
Functional Head
Finance and Accounts Hub-Functional Head
Circle Functional Head
Functional Head
Legal Hub-Functional Head
Circle Functional Head
Functional Head
HR
Hub-Functional Head
Head IBS
IBS
BE-IBS
Functional Head
Business Excellence Hub-Functional Head
Circle BE-Team

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SOP for Sales and Key Account Management

Table of Contents

Glossary......................................................................................................................................... 5

Introduction ................................................................................................................................... 6

Process Overview ........................................................................................................................ 6

Process Objective and Scope .................................................................................................... 6

Process Inputs and Outputs ....................................................................................................... 8

Overall Process KPIs................................................................................................................. 23

Process Flows and SLAs .......................................................................................................... 24

KPIs .............................................................................................................................................. 59

List of Formats and Checklists ................................................................................................. 61

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 QTIL – WTTIL
SOP for Sales and Key Account Management

Glossary

S. No. Abbreviation Expansion

1 KAM Key Account Management
2 LOI Letter of Intent
3 MIS Management Information System
4 MoM Minutes of Meeting
5 RFI Request for Information
6 RFP Request for Proposal
7 SOP Standard Operating Procedure
8 SLA Service Level Agreement
9 KPI Key Performance Indicator

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SOP for Sales and Key Account Management

Introduction
Considering the Telecom business activities and its increasing pace of operations and
roll out in the country, a standard procedure of Sales and Key Account Management
needs to be put into place ,ensuring that all the circles are in line with the intended pace
of activities and manages sales and key account activities effectively. This manual will
continue to evolve based on future business requirement

Process Overview
The Sales and Key Account Management process is initiated with a sales opportunity.
Based on potential opportunity and customer requirements, Sales and Key Account
Management team develops sales approach. On winning the business and hands over
orders to operations team for execution. Sales and Key Account Management team
monitors the execution of orders to ensure timely delivery. Support business in
collection from customers. Activities are carried out and monitored by the National KAM
Head – Customer.

Process Objective and Scope

The objective of the process is:

 Ensure scalability of process to augment and support company growth

 Enhanced control over Sales and Key Account Management activities to enable
target achievement and real-time decision making

 Adequate focus on segregation of responsibilities and intra- and inter-department

coordination to ensure streamlined operations and accountability

 Supported by a robust MIS reporting and analysis framework to ensure ongoing

assessment of process performance and effective planning of improvement
actions

 Assures sites rollout are managed effectively delivering sites within timelines as
agreed with customers
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SOP for Sales and Key Account Management

Scope of the processes covered:

Sub-process Sales Cycle

1 Opportunities Identification Sales Pipeline

2 Account profiling and planning Sales Call Preparation

3. Sales Call/ Client Meetings Sales Call Execution

4. Sales Presentation

5. RFI/ RFP Response

6. Bid/ Tender Response

7. Negotiation – Preparation

8. Contracting Contracting

9. Contract Amendments

10. Orders – New Build Order Management

11. Orders – Sharing (Bulk)

12. Orders – Sharing

13. Site Cancellation Requests

14. Customer Relationship Development Customer Management

15. Customer Complaints

16. Complaints Analysis & Escalation

17. MIS Reporting & Review

18. Feedback Gathering and Analysis

19. Support – Billing & Collections Collections support

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 QTIL – WTTIL
SOP for Sales and Key Account Management

Process Inputs and Outputs

Input Output

# Process Objective

Activity Source Activity Receiver

Developing a
snapshot of
the status of
each account Communic
Developing Sales Sales and
Account profiling and with current ating
1 account Support KAM
planning state, key action plan
profile Manager Team
activities, to the team
business
potential and
next steps

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 QTIL – WTTIL
SOP for Sales and Key Account Management

Input Output

# Process Objective

Activity Source Activity Receiver

Developing a Identifying
Reviewing
consolidated potential
the
list of all business
updated
potential opportunities
Sales opportunity
opportunities , receiving Sales and
Opportunities and databank
2 with business referral, KAM
Identification KAM and
potential, receiving Team
Team planning
current status, information
approach
key next steps about
to convert
and risk potential
opportunity
mitigation opportunities

Tracking of all Establishing

meetings/ primary
Updating
interactions contact
of
with the client through Opportu Sales
Databank
with email/ nities Support
3 Client Interactions with the
information on phone/ Data Manager/
current
key discussion meeting with Bank Databank
status of
points, the existing/
clients
learnings and potential
next steps client

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 QTIL – WTTIL
SOP for Sales and Key Account Management

Input Output

# Process Objective

Activity Source Activity Receiver

Preparing Updating
service- of
Identification specific Databank,
of key action value Guiding
Opportu Sales and
items and proposition team in
4 Sales Presentation nity KAM
responsibilitie document as preparing
owners Team
s for a sales per client’s for further
presentation needs’ (w/o client
commercials negotiation
) s

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 QTIL – WTTIL
SOP for Sales and Key Account Management

Input Output

# Process Objective

Activity Source Activity Receiver

Short-
listing of
RFI/RFP
Outlining of
Receiving Sales or in case
key steps for
RFI/RFP and of not
responding to
and KAM getting
RFI/ RFP,
intimating Team short- Sales and
responsibilitie
5 RFI/RFP Sales member listed, KAM
s, risk
Support who updating of Team
assessment
Manager to receives Databank
and
update the informati and
agreement
databank on documenti
finalization
ng reasons
for
rejection

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 QTIL – WTTIL
SOP for Sales and Key Account Management

Input Output

# Process Objective

Activity Source Activity Receiver

Award of
contract or
Outlining of
Sales in case of
key steps for
and not getting
responding to
Receiving of KAM the
bids/ tenders,
Bids/Tender Team contract, Sales and
responsibilitie
6 Bids/Tenders s and member updating of KAM
s, risk
updating of who Databank Team
assessment
Databank receives and
and
informati documenti
agreement
on ng reasons
finalization
for
rejection

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 QTIL – WTTIL
SOP for Sales and Key Account Management

Input Output

# Process Objective

Activity Source Activity Receiver

Formulating Review
tentative and Sign-
Outlining of Transition/ Ops off of
key steps for Delivery Team/ Timelines,
effective client timelines, National Engageme
Negotiation –
7 negotiations, Engagement KAM nt & -
Preparation
responsibilitie Model and Head, Pricing
s, and risk Price Model CEO/ Models
assessment and Finance and
Commercial Commerci
s als

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 QTIL – WTTIL
SOP for Sales and Key Account Management

Input Output

# Process Objective

Activity Source Activity Receiver

Business
awarded
by client
and LOI
Effective
signed with
contracting
the client,
with
Scheduling in case of
customers
meeting with Opportu not getting Sales and
addressing
8 Contracting client’s point nity the KAM
commercial,
of contact for Owner business, Team
legal, delivery
negotiations updating of
and
databank
contractual
with
risks
comments
about
pursuit
results

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 QTIL – WTTIL
SOP for Sales and Key Account Management

Input Output

# Process Objective

Activity Source Activity Receiver

Email
Effective
confirming
management
of new
and Drafting a
Contracting/ Legal business
9 communicatio contract/ HODs
Amendments Team sent to all
n of amendment
HODs to
contracting
initiate
amendments
planning

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 QTIL – WTTIL
SOP for Sales and Key Account Management

Input Output

# Process Objective

Activity Source Activity Receiver

Updating
of Order
Tracker,
providing
service
order,
logging of
Effective service
management order
of activities details into
(planning, Sharing the Site
Sales
communicatio feasible sites Deployme Sales and
and
10 Orders – Sharing n and (shareable) nt MIS, KAM
KAM
execution details with Monitoring Team
Team
initiation) after customer progress of
receipt of the sites
order from and
customers intimating
any delays
to the
client.
Delivery of
site as per
16
MSA
SLAs.
 QTIL – WTTIL
SOP for Sales and Key Account Management

Input Output

# Process Objective

Activity Source Activity Receiver

Updating
of Order
Tracker,
providing
service
order,
logging of
Effective service
management order
of activities details into
(planning, Site
Receiving Sales
communicatio Deployme Sales and
SAM request and
11 Orders – New Build n and nt MIS, KAM
from the KAM
execution Monitoring Team
customer Team
initiation) after progress of
receipt of the sites
order from and
customers intimating
any delays
to the
client.
Delivery of
site as per
17
MSA
SLAs.
 QTIL – WTTIL
SOP for Sales and Key Account Management

Input Output

# Process Objective

Activity Source Activity Receiver

Effective
Receiving
management
Support – Billing and collections Collectio Resolution
12 of billing -
Collections related ns Team of issue
related
escalations
escalations

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 QTIL – WTTIL
SOP for Sales and Key Account Management

Input Output

# Process Objective

Activity Source Activity Receiver

Resolving
the
complaint
and
updating of
Complaint
Effective
tracker
management
with
of customer Receiving Sales and
Customer Custome necessary
13 complaints to Customer KAM
Complaints r details and
ensure Complaints Team
intimation
customer
to
satisfaction
customer
to close
the loop on
resolution
of
complaint.

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 QTIL – WTTIL
SOP for Sales and Key Account Management

Input Output

# Process Objective

Activity Source Activity Receiver

Implementi
Effective Collating the
ng process
Customer management Complaints/ Circle
improveme
Relationship of customer Escalation Sales &
nt
Management – complaints MIS and CRM –
14 measures -
Customer and analysis sending it to MIS
on the
Escalation/Complaint of key reasons Circle Sales/ Executiv
basis of
Analysis for complaints CRM e
Analysis
to rectify them Manager
MIS.

Effective
Review of
feedback
Setting report and
gathering and Sales &
objective of collective
Feedback Gathering analysis to KAM Sales and
feedback- decision
15 and Analysis, ensure Team/ KAM
gathering on the
including CSAT alignment of Supervis Team
activity and future
organization or
timelines course of
to customer
action
needs

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 QTIL – WTTIL
SOP for Sales and Key Account Management

Input Output

# Process Objective

Activity Source Activity Receiver

Resolution
of the
Reporting
issues and
the issue to
Effective acknowled
appropriate
management ge receipt
person as
Escalation of escalations on the
16 per Source -
Management to ensure same from
Escalation
timely the source
Matrix
resolution and
verbally/via
updating of
email
Escalation
Tracker

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 QTIL – WTTIL
SOP for Sales and Key Account Management

Input Output

# Process Objective

Activity Source Activity Receiver

Identificati
on of
Effective Consolidatin critical
reporting of g site deviations
activities to deployment and their
Sales Sales and
MIS Reporting and identify details/ order reasons
17 Support KAM
Review current status, tracker/ and
Manager Team
key issues Aged preparatio
and priority receivables/ n of
areas Complaints actions
required to
be taken

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 QTIL – WTTIL
SOP for Sales and Key Account Management

Overall Process KPIs

Objective KPI Responsibility

Maximization of new
 Percentage achievement of
sites built for Sales and KAM
target for site roll-out
customers

 Percentage achievement of
Maximization of target for tenancies
tenancies on existing  Number of SOs received Sales and KAM
sites from customers through pro-
active sale of existing sites

Effective management  Number of instances of

Sales and KAM/ Respective
of customer customer complaints/
Operations Team (Site
complaints/ grievances not addressed
Acquisition/ Projects/ O&M)
grievances within agreed timelines

Maximize success
 Success percentage in
rate in RFPs issued Sales and KAM
bidding processes
by customers

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SOP for Sales and Key Account Management

Process Flows and SLAs

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 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 1

Opportunities Identification

Start
Circle Sales & CRM Manager /
Sales Support Manager*

Identifies potential Receives information Identifies potential

business opportunities Receives referrals from about potential opportunities from
through networking/ other existing clients opportunities from formal/ ongoing research/
means informal sources (int/ ext) landscaping exercise

Updates product wise

(SKM-F-02)
Databank
opportunities
Databank and keeps track
of perusal of opportunities
National KAM/ Hub Head/ CEO

Reviews the opportunity Sales

databank, assesses opportunity Present
attractiveness** and plan ation
approach to convert opportunity
Client
Interacti
on

* Opportunity could also be identified by CEO/ Hub Heads/ National KAM Head – Customer, and same to be communicated to Sales Support for updating Opportunities
databank
** Opportunity attractiveness should be assessed as per the Holden “Opportunity Analysis” template

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 QTIL – WTTIL
SOP for Sales and Key Account Management

S.No. Process Activity Responsibility SLA

Intimation of identified opportunity Circle Sales & CRM Within 1 days of

1
to Sales Support Manager Manager/National KAM Head identification
Opportunities
Identification
Periodic review of opportunities National KAM Head Monthly
2
databank

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 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 2

Account profiling and planning
Sales Support

Start

Receives inputs from Develop account Development of action

(SKM-F-06)
Assess current

Account
Profile
Circle Sales Team and profile on a monthly plan**, including Forwards action plan for
relationship status with
Hub Heads about basis/ as per review timelines, quantitative and review and approval
customer
customer periodicity* qualitative targets
National KAM - Customer

Forwards Account action

Reviews, ensures inputs
plan to CEO for approval,
are incorporated by Sales
provides clarifications to
Support
CEO, if any required

Opportuniti
es
Identificatio
n
Communicates action plan
to the Sales and KAM
Team and Hub Heads Orders

* Key considerations for understanding and delivering to account – Account Profiling template is provided as part of the Format and MIS section for reference
Consider account’s buying history
Identify influencers / decision makers
Conduct needs assessment
Identify, probe ,qualify needs / concerns
** Action plan takes input from the Annual operating plan, which is prepared by the top management

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SOP for Sales and Key Account Management

S.No. Process Activity Responsibility SLA

Updating account profile /action Sales Support Monthly

1
plan Manager
Account Profiling and
Planning
Intimation of action plan to National KAM – Within 2 days of finalization of
2
relevant Sales team Customer action plan

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 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 3

Client Interaction/ Meetings

Establishes primary Completes the initial

(SKM-F-03)
Opportu Requests for a meeting as Plans for the sales call Prepares detailed
contact through email/ meeting with client

MoM
nities
Bank
soon as convenient for the (based on Holden “Pre- Minutes of Meeting
phone with the existing/ personnel at the
potential client call Planning” template) (MoM)
Circle Sales & CRM Manager

potential client scheduled time

Forwards MoM to the Prepares an assessment

(SKM-F-11)
client for information. of opportunity for

Feasible to engage
B Yes
with client?
OAT
Assess customer need, Forwards the same opportunities with
business potential and key internally significant business value
value proposition to be
offered
No A

Sales Follow up meeting Intimates Sales Support to

Present schedule/action. Intimates Potential of getting updates Databank with
ation
Yes No End
Sales Support to update business with client? the current status along
databank with reasons
National KAM – Head/
Hub Head/ CEO

Provides input to the team

A for establishing way B
forward

* Client interactions could involve CEO/ National KAM Head – Customer, or Circle Sales & CRM Manager dependent on the potential opportunity based on below criteria or any
other applicable criteria
a) Entry strategy
b) Potential value of opportunity

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 QTIL – WTTIL
SOP for Sales and Key Account Management

S.No. Process Activity Responsibility SLA

1 Client Interactions/Meetings Preparation of Minutes of Meeting Attendee (From WQ) Within 1 day of meeting

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 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 4

Approach – Sales Presentation
Manager / Sales Support /

Prepares service-specific
Circle Sales & CRM

Client
value proposition
Pre-Sales team

Interaction
document as per client’s
needs * (w/o commercials)

Incorporates suggested Update Opportunities

Forwards the value
changes in the document Bank specifying details of End
proposition document for
& gets it signed off by the assessment
review and comments
National KAM
CEO/ Hub Head/ National

Reviews the document in Identifies beneficiary from

consultation with CEO & Meets the client &
Client interested in the opportunity and
presents the value No
KAM – Head

reverts with comments, if engaging further? assesses the key reasons

any proposition document **
for its success
Yes

Guides team in preparing Negotiati

Intimates Sales Support to
for further client on
update databank
negotiations

* Client needs can be identified either through comprehensive research on client’s requirements/ pain areas or through discussions with client
Refer to other successes -testimonial
Explain products in terms of competition, feature benefit selling
Reassure account of value
Confirm benefits of offering to meet needs
Further for reference a template for this presentation is provided. Personnel may choose to devise there own template based on the opportunity/need
** National KAM Head - Customer/ CEO/ Hub Head may choose to attend and contribute to this meeting if s/he deems necessary otherwise Circle Sales & CRM Manager /
Circle Head can meet customer depending on size of opportunity

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 QTIL – WTTIL
SOP for Sales and Key Account Management

S.No. Process Activity Responsibility SLA

Sales Preparation of Sales Circle Sales and CRM Manager / Sales As per defined timelines for
1
Presentation Presentation Support Manager/ Pre-Sales team the specific requirement

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 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 5

RFI/ RFP

End
Start
Sales & KAM team/Presales team

Updates Opportunity
Incorporates the Databank, analyses
C suggestions and makes reasons for rejection and
RFI/ RFP is received. necessary modifications documents the same
Intimate Sales Support for
updating databank No
Prepares a response to
Response is forwarded to Negotiati
the RFI/ RFP with inputs on
A National KAM Head for RFI/ RFP response
from other depts. within Yes Preparat
Conducts preliminary study review short listed?
(SKM-F-11)

timelines* ion
and prepares an opportunity
OAT

assessment document for

consideration B
Client is informed about Obtains confirmation of
decision. Opportunities End receipt of response from
Databank are updated client

Along with senior

management, reviews the RFI/
C
RFP & assesses whether to
respond
National KAM

No Highlights the same & Sends RFI/ RFP response

requests modification, if to client
Decision to submit
required
response?

Yes
Yes
Reviews the RFI/ RFP
response prepared. Modifications/
A B No
Obtains CEO’s inputs on Suggestions?
the same

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 QTIL – WTTIL
SOP for Sales and Key Account Management

* Inputs should be taken from the Finance Head, Legal Head and President Operations. The following inputs are provided by respective teams:
Finance – Terms and conditions pertaining to pricing, discounts, payment terms, revenue assurance, pass-through cost recovery, taxation, financial penalty clauses, risk of
actual and contingent liabilities
Legal - Legal terms and conditions, lock-in periods for sites, termination clauses, regulatory approvals and statutory compliance, dispute resolution
Operations - Site order and delivery procedures, delivery commitments and timelines, O&M terms and conditions, infrastructure sharing and multi-tenancy terms, standard
specifications for sites
Note: It must be ensured that the RFI/ RFP response is prepared, reviewed, approved and sent to the client within timelines specified by the client

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 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 6

Bids/ Tenders

Start

Opportunities Databank is
Details of a Bid/ Tender B End updated, along with
Sales & KAM team/ Pre-Sales team

are obtained from the reasons

source. Opportunities
Databank is updated
No

Expresses intent to submit

Obtains Bid Documents Contract
response & complies with
from the concerned client A Contract awarded? Yes ing
any pre-submission
personnel
requirements as per Bid

Conducts preliminary study Prepares bid response

(SKM-F-11)

Further communication
and prepares an opportunity with inputs from all
OAT

B from client is awaited till

assessment document for stakeholders/ concerned
bid results are announced
consideration departments*

Forwards the assessment Submits the bid response

Intimate Sales Support to Sends the bid response to
document to National within specified timelines.
update Databank National KAM
KAM Updates Funnel

Reviews the bid response Obtains CEO’s sign off on

& commercials. Suggests commercials & bid/ tender
No changes, if any response
National KAM

Reviews bid summary &

team comments

Assesses delivery capability

in consultation with Decision to submit
Yes A
Projects, Site Acquisition bid response?
and O&M Teams

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 QTIL – WTTIL
SOP for Sales and Key Account Management

* Inputs should be taken from the Finance Head, Legal Head and President Operations. The following inputs are provided by respective teams:
Finance – Terms and conditions pertaining to pricing, discounts, payment terms, revenue assurance, pass-through cost recovery, taxation, financial penalty clauses, risk of
actual and contingent liabilities
Legal - Legal terms and conditions, lock-in periods for sites, termination clauses, regulatory approvals and statutory compliance, dispute resolution
Operations - Site order and delivery procedures, delivery commitments and timelines, O&M terms and conditions, infrastructure sharing and multi-tenancy terms, standard
specifications for sites
Note: It must be ensured that the Bid/ Tender response is prepared, reviewed, approved and sent to the client within timelines specified by the client

S.No. Process Activity Responsibility SLA

1 RFI/ RFP and Submission of National KAM It must be ensured that the response is prepared,
Bid / Tenders response to Head reviewed, approved and sent to the client within
customer timelines specified by the client

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 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 7

Negotiations I - Preparation
Manager / Sales Support /

Sales In consultation with Hub Heads In Consultation with In Consultation with

Circle Sales & CRM

Present and President Operations, National KAM Head, CEO, National KAM Head, CEO,
Pre-Sales team

ation formulates tentative Transition/ formulates the framework decides Pricing Model and
Delivery timelines for discussions commercials*

Forwards the same for

review and sign off by
National KAM
CEO/ National
KAM – Head
[Customer]

Reviews Timelines,
Suggests modifications, if Contracting
Engagement & Pricing
any, and signs off
Models & Commercials

* Commercials should be decided with inputs from the Finance Team. An internal document detailing the commercial proposal should be prepared. This must contain
minimum and safety price levels to support negotiation with the client

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 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 8

Contracting

Negotiati
on Schedules meeting with
Circle Sales & CRM Manager / Circle Head*

Preparat client’s point of contact for

ion negotiations B

Communicates meeting Requests client to share Updates Opportunities

Client interested in Databank with comments End
schedule to National KAM No reasons for not awarding
awarding business? about pursuit results
Head/ Hub Head/ CEO business

Yes No

A The key terms & conditions In consultation with CEO

are documented in a Letter & Contract Manager, as Client interested in
D Yes D
of Intent (LOI) in discussion required, tries to resolve awarding business?
with respective teams** differences

C Along with the Contract Instructs Contract

Manager, signs the LOI Manager to draft the
with the client contract based on LOI
National KAM Head/ CEO

Along with Sales & KAM Reviews and signs the

team , negotiates the
A B
Engagement Model, Pricing
& Timelines with client
Reviews and signs off on
contract and instructs the A
the terms & conditions of
Sales and KAM Team to
the LOI
get customer’s signature

Reviews the LOI &

Manager
Contract

Draft LOI is sent to Legal

provides sign off from a Prepares the contract
C Counsel for vetting & sign
legal perspective and based on inputs received
off
forwards for sign off

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 QTIL – WTTIL
SOP for Sales and Key Account Management

* Client interactions could involve CEO/ National KAM Head – Customer, or Circle Sales & CRM Manager dependent on the potential opportunity based on below criteria or any
other applicable criteria
a) Entry strategy
b) Potential value of opportunity
** Inputs should be taken from the Finance Head, Legal Head and President Operations. The following inputs are provided by respective teams:
Finance – Terms and conditions pertaining to pricing, discounts, payment terms, revenue assurance, pass-through cost recovery, taxation, financial penalty clauses, risk of
actual and contingent liabilities
Legal - Legal terms and conditions, lock-in periods for sites, termination clauses, regulatory approvals and statutory compliance, dispute resolution
Operations - Site order and delivery procedures, delivery commitments and timelines, O&M terms and conditions, infrastructure sharing and multi-tenancy terms, standard
specifications for sites

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 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 8

Contracting
Sales and KAM Team

Obtains customer’s
A signature on contract and
forwards the contract to
the Contract Manager
Contract
Manager

Prepares a summary of Retains the original contract

the contract with key and forwards a copy along
operational and financial with summary to the finance
terms and operations teams
KAM Team / CEO
National Sales &

An email confirmation of
Ordering
new business is sent to all
HODs to initiate planning

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 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 9

Contracting Ammendments

In consultation with
Contract Manager

Start relevant personnel*, drafts

a contract amendment

Prepares a summary of Retains the original contract

Forwards the amendment
to Sales & KAM / Hub
Head/ CEO for sign off
National Sales & KAM Team /
Incorporates the
the contract with key and forwards a copy along
suggestions and makes
operational and financial with summary to the finance
necessary modifications
terms and operations teams

Highlight the same and An email confirmation of

Suggestions/
Yes request modification, if new business is sent to all
modifications?
Hub Head/ CEO

required HODs to initiate planning

No

Sign off and send it to

Sales & KAM Team for Obtains signature from Ordering
obtaining signature of the Customer
client**

* Wherever required inputs are taken from Sales & KAM team / Hub Heads/ CEO / Operations / Finance
For pricing discounts offered to customers for Bulk Deals as per the guidelines approved by senior management, approvals should be obtained from Hub Head and
President Operations.
** After obtaining signature from Client, Signed copy is forwarded to Legal

41
 QTIL – WTTIL
SOP for Sales and Key Account Management

S.No. Process Activity Responsibility SLA

Submission of signed National KAM Head – Within 1 day of

1
contract/amendment to client/legal Customer Agreement execution
Contracting /
Amendments
Intimation to other functional head National KAM Head – Within 1 day of
2
Customer Agreement execution

42
 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 10

Order – New Build
CRM Manager**
Circle Sale and

Updates order tracker

(SKM-F-05)
Receives SAM

Tracker
Forwards the SAM to

Order
& captures the

SAM
Start request from A End
Corporate WAR room reasons for sites
Customer*
not agreed *

Validates existence Order -

SA - Own site exists ? Yes Sharing
SAM of site
request

No
RF Planner

Intimates Circle Head

Intimates Circle Sales & Forwards SAM to Non Acquirable/
about the need`to build a No
CRM Manager*** Circle Head - SA shareable?
new site

Yes

Intimate Circle Sales &

A KAM manager reasons for
A
site not acquirable/not
shareable

Yes
Circle Head

Assesses the sharing potential of the

site with inputs from the circle team
and forwards assessment to Hub
Head and President Operations
Operations
Hub Head/
President

Assess if a new site

A No New site to be built?
should be built

* Order tracker is reviewed by National KAM Head – Customer to identify the reasons for feasible sites not accepted by customers to determine action plan for sharing these
sites
** Site deployment status report can be obtained from Corporate War-room/ Projects team
*** Obtains Service Order from the customer

43
 QTIL – WTTIL
SOP for Sales and Key Account Management

S.No. Process Activity Responsibility SLA

Forward SAM request Circle Sales & CRM Within 1 day of approval for building a
1
for site acquisition Manager/Planning team new site

Site Acquisition by SA SA team Within 21 days ( or maximum days as

2 Orders –
team defined in MSA
New Build
Site deployments by Projects team Within 45 days for GBT and 30 days for
3 Projects RTT ( or maximum days as defined in
MSA)

44
 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 11

Orders – Sharing (Bulk)
National KAM

Interacts with customer and Shares sharable site details

Conveys the sharable site
obtains details of site roll-out Shares the details of sites with Circle Sales team and
Start details with customer at
planned (lat. long.) by customer with CPG instructs them to engage with
the corporate level
as per AOP/ network plan customer at the circle level
Central Planning
Group (CPG)

Maps customer requirements to Shares list of shareable

existing site base and prepares sites with customers and Shares the list of sharable
a list of shareable sites that can provides clarifications, if sites with National KAM
be offered to customer any

Shares sharable site

Receives input from Ensure service order Forwards service order Obtains service order from
details customer CTO or
Projects team on the details are logged into Site details to the Corporate customer for sharable
Circle Sales Team

other appropriate
deployment status Deployment MIS WAR room sites as per MSA timelines
personnel at circle level

Monitors progress of the

sites and escalates Intimates any delays to
End
deployment delays*** to customer
ensure timely delivery

45
 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 12

Orders - Sharing
Order –
New
Start Build
Circle Sales & CRM Manager

Shares the feasible sites Shares sharable site

(shareable) details with details matching with SAM
customer* received with customer

Customer maps** the Obtains service order for

available list with the his
network rollout/expansion
requirements
Forwards service order Ensure service order Receives input from
sites matching the
details to the Corporate details are logged into Site Projects team on the
customer requirements
WAR room Deployment MIS deployment status
within MSA timelines

Updates order tracker,

(SKM-F-05) Monitors progress of the
Tracker
Order

and captures the

reasons for sites not Intimates any delays to sites and escalates
End
agreed by customer**** customer deployment delays*** to
ensure timely delivery

* Circle Sales & CRM Manager should share the details with key customers once every fortnight and may consider to prepare a value proposition document/presentation for
customer if required to convince customer
** If customer agrees, our planning personnel should conduct joint mapping with customer personnel
*** Site deployment status report can be obtained from Corporate War-room/ Projects team
**** Order tracker is reviewed by National KAM Head – Customer to identify the reasons for feasible sites not accepted by customers to determine action plan for sharing these
sites

46
 QTIL – WTTIL
SOP for Sales and Key Account Management

S.No. Process Activity Responsibility SLA

Intimating Projects team for Circle Sales & CRM Within 1 day of receipt of order
1
commencing upgrade Manager/Planning team
Orders –
Sharing
Site deployments by Projects Projects team Within 20 days ( or maximum
2
days as defined in MSA

47
 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 13

Site Cancellation Requests
Circle Sales & CRM Manager/

Start
National KAM

Discusses reasons with

Inform Contract Manager Instructs Projects Team to
Receives site cancellation appropriate personnel of
Issue resolved? No to initiate penalties initiate cancellation
request from customer the customer and tries to
process procedures
resolve the issue
Yes

End Projects
SOP
Manager
Contract

Initiates penalties
procedure as per MSA

48
 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 14

Customer Relationship Building

Start

Identify potential customer and Initiate discussions with Develop a value proposition
assessed customer need based customer and get further for the customer and engage Obtain and execute orders
on available information through details on customer in discussions to get into a from the customer
internal and external sources requirements business relationship

Sales
and Revisit customer-specific Assess competitor strategy,
Take regular feedback from Monitor delivery for the
KAM strategy and value changing business
customer and develop and customer and address
Team proposition based on environment and customer
ongoing relationship customer complaints, if any
assessment needs on an ongoing basis

49
 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 15

Customer Complaints

End
Circle Sales and CRM Manager/

Receives Customer
Start
Operations & Maintenance*

complaint**

(SKM-F-06)
Complaints
Intimates customer to Update Complaint

Tracker
close the loop upon tracker with

(SKM-F-06)
Complaints
All complaints are resolution of complaint necessary details

Tracker
logged in a complaints
tracker

Discusses root cause of the Responds to customer

Informs the concerned Informs customer of
problem with concerned with resolution &
department and requests response process & follow
department and time determines if further
resolution up timeline
required to resolve complaint assistance is required
Department
Resolution

Takes necessary action to

resolve the escalation/
complaint

* Complaints highlighted to Operations should be communicated to the Sales and KAM team by Circle Head – Operations & Maintenance
** Customer complaint could be received over tool as well, if supported by technology, else the same could be reported over a call/mail/self identified

50
 QTIL – WTTIL
SOP for Sales and Key Account Management

S.No. Process Activity Responsibility SLA

Customer Intimates the relevant department/Personnel Sales & KAM Within 1 day of logging of
1
Complaints for resolution team complaint

51
 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 16

Customer Relationship Management - Customer Escalation/Complaint Analysis
Corporate Sales and KAM- Circle Sales/CRM
Manager*

Collates the Complaints/

(SKM-F-06)
Complaints
Custom

Tracker
er Escalation MIS and sends
Complai it to Circle Sales/CRM
nts Manager+

On a weekly basis,
receives Escalation MIS
Sales Support

(type & no. of complaints

& status of resolution)

Does detailed analysis**

Prepares a report/ MIS of
of nature of complaints to Forwards Analysis MIS to
analysis findings, trends,
establish trends, key National KAM for review
concern areas etc.
concern areas, etc.
National KAM

Implement process
Review Analysis MIS &
improvement measures
End identifies need for
on the basis of Analysis
improvement, if any
MIS

* Collates details for escalations/complaints with support from Circle Sales & CRM – MIS Executive
** Parameters of analysis include consistency, turn around time, customer satisfaction etc.

Note 1 – Analysis MIS would help in key concern areas for organization. Based on these findings, National KAM [Customer] may suggest the following in lines of:
1. Changes in sales strategy/customer relationship approach
2. Customer Complaint Management process improvement

52
 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 17

MIS reporting and review

Start
Circle Sales & CRM

Consolidates site
Manager

deployment details / order Forwards consolidated

tracker / Aged reports to Sales Support
receivables/Complaints
Sales Support

Consolidates site
Forwards Consolidated
deployment details*/
Reports to National KAM A
Order tracker/Aged
Head - Customer
receivables /Complaints
National KAM/ Hub Head

Ensures that actions are

Obtains reasons for
Identifies critical Prepares actions required taken within timelines
A Reviews MIS deviations from respective
deviations to be taken through ongoing review of
personnel
MIS

End

* Site deployment status report can be obtained from Corporate War-room/ Projects team
** Aged receivable details could be obtained from Finance, or can have input from Support – Billing and Collections sub-process

53
 QTIL – WTTIL
SOP for Sales and Key Account Management

S.No. Process Activity Responsibility SLA

Communication of circle specific details to Sales Circle Sales & CRM Within 1 day of
1
Support Manager Manager request
MIS
reporting
Consolidation of all relevant MIS Sales Support Manager As per defined
2
policy

54
 QTIL – WTTIL
SOP for Sales and Key Account Management

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 18

Feedback Gathering & Analysis

Start
Sales & KAM Team*

In consultation with
Decides the tools** Obtains sign off of Initiates*** the data- Ensures that adequate
supervisor sets objective
required (ensures that supervisor & CEO, gathering activity by using respondents are reached
of feedback-gathering
tools are action oriented) approval the decided tool as part of the activity
activity and timelines

As per timelines, receives

adequate feedback
through the data-gathering
activity
National KAM
[Customer]

Review report &

End collectively decide the
future course of action****

* Could be initiated by Circle Sales and CRM Manager/Circle Head/ National KAM Head - Customer
** Tool could be a CSAT, questionnaire survey, conference calls, or meetings in person. This can also be facilitated by an external agency. Sample Questionnaire is provided
as part of Formats and MIS section
*** Certain surveys and feedback obtaining session might be required at corporate and management level, which could be initiated by KAM head
**** Forwards report to CEO and takes input for deciding further course of action, if required

55
 QTIL – WTTIL
SOP for Sales and Key Account Management

S.No. Process Activity Responsibility SLA

Feedback gathering & Feedback gathering & Sales & KAM As per defined plan for feedback
1
Analysis Analysis team gathering exercise

56

WQ/ Core/ SKM/ P/ SOP/ V1.0 - 19
Support – Billing & Collections
I&C
SOP*
Receives a collections
related escalation from the
collections team along
with details
Sales & KAM team
Contacts the customer to
obtain further details
about the dispute
National KAM Head -
Customer
* Collections related issues should be escalated to the Sales and KAM Team after the issue has been escalated to Circle Head and Head Collections and they have taken
steps to resolve it.
QTIL – WTTIL
SOP for Sales and Key Account Management
Custom Establishes the payment
Notes any grievances in er Ensures Customer date with customer and
customer complaints Complai
nts Complaint is resolved intimates Finance of
database
agreed date
Identifies aged Payment within
No
receivables and escalates timelines?
Yes
End
Establishes the payment
Follow ups for the
date with customer and
A payment with the
intimates Finance of
respective personnel
agreed date
57
 QTIL – WTTIL
SOP for Sales and Key Account Management

S.No. Process Activity Responsibility SLA

Support – Billing and Billing details shared with Sales and Circle Finance/Corporate As per defined
1
Collection KAM team Finance policy

58
 QTIL – WTTIL
SOP for Sales and Key Account Management

KPIs

Team/ Personnel Responsibility KPI

 Number of shared sites

Adequate focus on added (budget vs. actual) 
improving sharability of
sites  No. of site offers rejected by
Operator

 No. of cases of unexplained

delays in site deployment

 Average time taken for site

Timely deployment of deployment ,(planned vs.
sites actual) 

 Number of complaints
received for delay in site
delivery

Circle Sales & CRM

 % of customer complaints
Manager
unresolved (Maximum allowed)

 Average time taken to resolve

complaints 
Customer complaints
management  No. of cases of escalated by
Customer to corporate

 Total amount (INR) paid as

penalty due to unresolved
complaints

 No. of new opportunities

New business
identified (defined target) vs.
opportunities
Converted

59
 QTIL – WTTIL
SOP for Sales and Key Account Management

Team/ Personnel Responsibility KPI

 Value of new opportunities

identified vs. Value of converted
opportunities

 Actual vs. Targeted Sales

 Actual vs. Targeted Revenue

Meeting targets
 Revenue / Site
 % Target achievement

Support - Collections (If  % of outstanding > 60 days

management decides to
give this responsibility to  % Target collection
Sales and KAM team) achievement

 Delays in issue of MIS reports

to respective personnel

 Number of improvement
opportunities identified from
Complaint MIS
Adequate focus on MIS
Sales Support
consolidation and
Manager
intelligent analysis  Number of delayed updating
of account profile

 Number of delays in
preparation of required value
proposition documents

60
 QTIL – WTTIL
SOP for Sales and Key Account Management

List of Formats and Checklists

Document No. Document Name Attachment

Account Profiling & Planning – Reference

SKM-F-01/V1.0
document

SKM-F-02/V1.0 Databank

SKM-F-03/V1.0 Minutes of Meeting

SKM-F-04/V1.0 Sales Approach – Reference Outline

SKM-F-05/V1.0 Order Tracker

SKM-F-06/V1.0 Complaints Tracker

Questionnaire – Reference template for

SKM-F-07/V1.0
customer feedback gathering

SKM-F-08/V1.0 Weekly Tracker

SKM-F-09/V1.0 Account Profile

SKM-F-10/V1.0 Holden Templates

SKM-F-11/V1.0 Opportunity Assessment Template

61