Priority_Zip_Code_SAP_Overhaul_Playbook.txt

Priority Zip Code SAP Overhaul AUGUST 2025 Outline The Why What Are Priority Zip Codes? Project Timeline SAP Planning Session Agenda SAP Changes in Salesforce Priority Zip Code Change Requests The Why: SAP Overhaul Leveraging new Priority Zip Codes Each US Site officially has a new set of refreshed Priority Zip Codes (Priority 1 and Priority 2 zips) carefully selected based on a thorough analysis of both external demographic and internal data. This refreshed zip code list moves us one step further beyond the previous Red Flag/Warning/Recommended methodology you are familiar with. By focusing our sales and operations efforts on these high-priority areas, we are adopting a proven strategy. Rather than spreading our efforts across a broad, 60+ mile radius with varying demographics, we will now be casting a deeper net in select areas. This concentrated approach has historically improved efficiency and driven success across many of our past franchise locations, and it will help improve outcomes for all local team members. Here are some of the data points leveraged in selecting Priority Zip codes: Median household income, Median home value, Population age 65+, Volume of quality B2B accounts, Number of Tier 1 clients, Last 6 months of client revenue, Local GM market intelligence. What is the difference between Priority 1 and Priority 2 Zip Codes? Priority 1 (P1) zip codes are the highest priority target zip codes. These zip codes will be our primary focus moving forward and ranked the highest across the internal and external data sources. Priority 2 (P2) zip codes are the second priority target zip codes. These are zip codes that are within 10 miles of our Priority 1 zips, and are also ranked highly across internal and external data sources. Project Timeline: 1. Referral Account Momentum Report Updates Wednesday 8/20 Ownership: D&A and Salesforce Teams. This report will be updated Wednesday 8/20 with new Priority Zip code data to make the new priority zip code accounts accessible by everyone. 2. Referral Account Clean Up Effort TBD Ownership: D&A and Salesforce Teams. The D&A and Salesforce teams will be running a Referral Account Clean Up effort in tandem with our SAP overhaul. 3. GM/HCL SAP Planning Sessions (Excludes Canada) Thurs 8/21 - Thurs 8/28 Attendees: General Managers, HCL or ASM. Sales Manager invited as optional. Session Duration: 2 Hours. Each HCL needs a dedicated 2 hours session with their GM. Objective: Deep dive of SAPs to reach target of all SAP Accounts in P1 and P2 zip codes. Exceptions: Virtual Accounts, PPA Accounts, Active Referral Accounts with 3+ LTI SOCs in the Last 3 Months OR 50k+ REV Last 3 Months, Geriatric Care Managers. 4. SAP Changes in Salesforce Friday 8/29 - Wed 9/3 Ownership: HCLs and ASMs. HCLs/ASMs to use the new and improved SAP process in Salesforce to deprioritize non Priority Zip SAPs and assign new Priority Zip accounts as SAPs. SAP change requests will go to the HCL Sales Manager for final approval. 5. SAP Audits Thursday 9/4 Ownership: Revenue Operations + D&A. Audit to ensure Q3 SAPs are in the P1 and P2 zip codes. SAP Planning Sessions: Immediate Action Required: GMs to schedule 2 hour sessions with each HCL/ASM to take place between Thursday 8/21 - Thursday 8/28. Meeting Objective: Deep dive to evaluate current SAP Accounts and align on SAP changes to meet the following three targets: 1. All SAP Accounts need to be within our P1 and P2 Zip Codes. Exceptions: PPA Accounts, Virtual Accounts, High Producing Accounts (Last 3 Month Revenue 25k+ OR Last 3 Month LTI SOCs 3+), Referral Account Categories: Geriatric Care Managers, Hospitals, Fiduciaries. 2. All Quality Accounts within P1 Zip Codes are owned by HCL, ASM or GM. Quality Accounts defined as B2B Categories that exclude: Community Resources, Competitor, Home Health, Hospice, Personal Network. 3. GM owns 8-10 P1 or P2 Zip Code Accounts for their Site. Meeting Agenda: 1. Review Current SAP Accounts on the Referral Account Momentum Report to determine which accounts are not within the new P1 and P2 Zip Codes. IMPORTANT NOTE: Exceptions can be made to keep select SAP Accounts even if they are outside of the P1 and P2 zips for Virtual Accounts, PPA Accounts, Active Referral Accounts with 3+ LTI SOCs or 50k+ REV, and GCMs.
2. Review Non-SAP P1 and P2 accounts to consider for replacements using the Referral Account Momentum Report. Ensure you keep a proper referral channel mix of the Top 30 SAP list as you consider SAP changes. Target SAP Referral Channel Mix for Top 30 SAP Lists: 10+ SLCs, 10+ GCMs (where applicable), 2-4+ Wealth Advisors/Fiduciaries/Estate Planning Attorneys, 3-5 Concierge Physicians/House Call Docs/SNF and ALF Medical Directors, 1-2 Hospitals, 1-2 Skilled Nursing, Partnership Accounts where applicable (VA Medical Centers, Oasis Senior Advisors, Assisted Living Locators, Cogir). 3. Once there is alignment on the new Top 30 SAP list using P1 and P2 zip code accounts, assign ownership on any remaining quality accounts in the P1 zip codes. All Quality Accounts within P1 Zip Codes need to be owned by a HCL, ASM or GM. If there are a handful of Accounts to change ownership on, GMs, HCLs and ASMs can request ownership on the Accounts in Salesforce using the Request Ownership to Manager drop down button. If there is a large group of accounts that need ownership changes, submit a ticket to the Salesforce team by emailing SFIT@thekey.com for bulk ownership changes. Ensure each GM owns 8-10 P1 and/or P2 zip code accounts. SAP Changes In Salesforce: On Friday 8/29, the Salesforce team will release SAP updates that will simplify the SAP change process in Salesforce. Action Required: HCLs to review the instructions below and make necessary SAP changes between Friday 8/29 - Wednesday 9/1. 1. Remove the SAP flag on any Accounts that will no longer be SAP accounts due to being outside of the P1 and P2 zip codes: Locate the Account in Salesforce, Click the drop down arrow in the top right corner, Click on Remove as SAP, You will be prompted to input a justification, The request will be sent to your manager for review and approval. 2. Assign any new P1 and P2 SAP Accounts in Salesforce using the new Assign as SAP on the Account: Locate the Account in Salesforce, Click the drop down arrow, Click on Assign as SAP, Input a justification, The request will be sent to your manager for review and approval. 3. After your manager has approved your SAP changes, check on the Referral Account Momentum Report the following day. Priority Zip Code Change Requests If you have identified the need to add or remove Priority Zip Codes for your Site or Office Location, please email your request to our ZipLock Governance Group at: ZipLock@thekey.com. Please include: Site Name, Zip Code, Request Type (Removal or Addition), Justification. Guidelines for Priority Zip Code Changes: Reasons for Requesting New Priority Zip Codes: There are not enough Quality Accounts for HCL + GM to target within the existing Priority zip codes, There are additional zip codes with very high potential in close proximity to our existing Priority Zips. A new zip will not be added if the reason is to include a select Account as a SAP. Reasons for Requesting Removal: The existing Priority Zip does not have 5+ Quality Referral Accounts, There are too many Priority Zip codes to effectively concentrate efforts, The existing Priority Zip is not in an affluent or promising area. SAP Priority Zip Code Reporting in Salesforce: My SAP Accounts List (simplest way for HCLs to view their own list), Current SAP Accounts by HCL (anyone can view any other team member list), Priority Zip SAP Audit (shows any current SAPs outside of P1 and P2 zip codes that do not meet exception criteria).