The size of an opportunity tells you how much effort it deserves. Score each opportunity in a key account with five questions, then spend your time on the ones that can grow. This post gives you a sizing table, a five-question scorecard and an example.
Learn these skills in the course Key Account Management (SA-KAM), modules 1 and 3.
Who This Is For
Account managers and pre-sales staff who sell to companies (B2B) or to government (B2G), and who have more opportunities than time.
Three Account Sizes
| Size | Revenue Potential | Sales Cycle | Decision Makers | Your Approach |
|---|---|---|---|---|
| Small account | Low | Weeks | One or two people | A standard offer, a quick close, little support |
| Mid-market account | Medium | Months | A small buying group | Fit the offer to their process; work with one champion |
| Enterprise account | High | Months to more than a year | A buying centre across departments | An account plan, every decision maker mapped, long-term trust |
Size an Opportunity With Five Questions
Score each answer from 1 (weak for you) to 3 (strong for you).
- Value: what is the order worth this year, and what repeat orders can follow?
- People: do you know every person who signs off the purchase?
- Process: is their purchasing process clear, from budget approval to payment?
- Fit: does the need match what you sell today, without a custom build?
- Growth: can this order open more departments or sites in the account?
Add the five scores. A total of 12 to 15 is a priority opportunity. From 8 to 11, keep it in the pipeline and plan the next step. Below 8, serve it with a standard offer.
Example: An Industrial Supplier
An illustration with three opportunities in one manufacturing group:
| Opportunity | Value | People | Process | Fit | Growth | Total |
|---|---|---|---|---|---|---|
| Spare parts contract for one plant | 2 | 3 | 2 | 3 | 2 | 12 |
| Maintenance system for the whole group | 3 | 1 | 1 | 2 | 3 | 10 |
| One-off tool order | 1 | 2 | 3 | 3 | 1 | 10 |
The group-wide system has the highest value, but it scores 10 because the decision makers are not known yet. Map the buying centre first. When you know who signs off, its score goes up.
Common Mistakes to Avoid
- Sizing by order value alone. A large order with unknown decision makers stalls.
- Giving every enterprise account the same effort. Size each opportunity inside the account, not only the account.
- Sizing once. Score the opportunity again after each meeting with the customer.
Try It This Week
List the five largest opportunities in your pipeline. Score each one with the five questions. Move your time to the two highest scores.
Frequently Asked Questions
What is a key account opportunity?
A possible order in an account that matters to your company’s revenue or growth. One key account can hold many opportunities of different sizes.
Is an enterprise account the first priority?
Not by default. Score its opportunities first. A small, clear order can come before a large one that has no sponsor yet.
How does the score link to the sales pipeline?
Put the score next to each opportunity in your CRM pipeline. Review the stage and the score together in the weekly sales meeting.
Next Step
Read the full outline of Key Account Management (SA-KAM). Public classes: 16 and 17 November 2026; 13 and 14 January 2027; 15 and 16 February 2027. All dates are on the Training Calendar. For a group from your company, get a quote for in-house training. More Work Tips are in the skill area Account Management. Read also:
