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Thomas A. Stewart
HBR Editor
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Challenges driving development of
Strategic Account Management & Sales Models
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DISCUSSION
What kind of targets has your company
defined for Strategic Accounts?
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Elements of an Account Management program
Account Management
Adds a customer dimension to the management system
Products, BU:s
Traditional
business approach
Business with a
strong AM approach
Geographies
Key
accounts
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Example: Who owns sales?
-From conflicts of interest to management of dilemmas
Sales network
Customer 1
Customer 2
Customer 3
Customer 4
Customer 5
Decision of ownership
made based on the nature
of the business
in each ”intersection”
Business unit 1
Business units
Business unit 2
Business unit 3
Business unit 4
DISCUSSION
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ARSCI
Accountable
Responsible
Supportive
Consulted
Informed
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12
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DISCUSSION
Which selection criteria does your
organisation use ?
Volume
Profitability
Customer Share
Selected criteria (example) The account
Satisfaction selection
Relationship strength
Volume
criteria should
Profitability help to find the
Relationship strength
customers that
Value in the future
will support to
Image Reference value reach the
Reference value Potential at customer
strategic
targets of a
Customer’s growth potential company
Potential at customer
Competence value
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7
Elements of an Account Management program
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DISCUSSION
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Contacts, discussion items and needed competences
are different in different Sales Models
Sales orientation Counterparts at the customer Items on the agenda Important competences
• Strategic goals • Customer business model
Strategy • Business drivers understanding
• Customer’s customer’s • Customer P&L and balance sheet
value creation understanding
Finance • Opportunities for process • End-user understanding
innovation • Ability to create long-term
• Long-term CAPEX & partnerships
OPEX, EVA • Ability to quantify the value of
Business development offerings to the customer
• Knowledge of business model
and strategy development
Sales & marketing • Account and sales team
leadership
Value sales
Competences
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9
Elements of an Account Management program
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DISCUSSION
10
Main purposes of Account business planning
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11
Elements of an Account Management program
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4 steps to
Quantify value to customers
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12
Elements of an Account Management program
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Customer profitability
SAM targets
Customer share
Market share
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13
Elements of an Account Management program
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case • case • case • case • case • case • case • case • case • case • case • case • case • case • case • case
Orderflow to customer
Sales to customer
Customer profitability
Customer satisfaction
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