key account management strategy pdf

We need a simple . To achieve KAM success, it is also necessary to come up with a … Ask 10 people to define what these are, or to tell you what the criteria are for an account to be named a "key" account… This document provides a step-by-step, detailed approach to designing a Key Account Management program, including: - selecting and segmenting key accounts - defining team structure, roles & responsibilities, activities, resource allocation, and team charter guidelines - account … In mature markets like Australia and New Zealand, Key Accounts are the “main game”. 100 0 obj <> endobj Key Account Management means different things to different people. %%EOF ��m8�>�����ix��d���Jئe��b�~�pe���6���"�$��G�S����߇ ���/z}�2.��V���.�2X��`�lK� ��=:.Z6?c�ַ�|��=� It is not just about your key account team dealing with the usual buyers. Caring About Key Account Management Lynnette Ryall(2007) proposed a framework to suggest strategies a supplier would design to allocate resources to key accounts based on their attractiveness and supplier’s strengths dealing with the key accounts. h�bbd```b``6�� ���d�"�A$�Y�"�,A$k�d���g�ٺ`��" �w�d������@�p���`{iN�g`�� � W The 7 Habits of Highly Effective Strategic Account Managers Blog. How to implement a Key Account Management … %PDF-1.6 %���� Pssst… The Book will give you access to spreadsheet templates and other tools. As such it addresses a range of issues concerned with key/strategic account management … tions committed to strategic and key account management excellence forms the basis for this book, and the flow of topics and examples engages readers in a journey rich with insights, practical … If your growth strategy and your corporate strategy are linked together, it is obvious that senior management is highly involved in driving the key account strategy … endstream endobj 109 0 obj <>>> endobj 110 0 obj <>/ExtGState<>/Font<>/ProcSet[/PDF/Text/ImageC]/XObject<>>>/Rotate 0/StructParents 0/TrimBox[0.0 0.0 595.276 841.89]/Type/Page>> endobj 111 0 obj <>stream A strategic account management plan is a good way to establish and fortify a relationship with your business partners, affiliates, or customers. 108 0 obj <> endobj A Strategy Alignment Map is a visual representation that documents your customer’s key business goals and initiatives, aligns these strategic initiatives with key stakeholders and aligns your capabilities accordingly. �?X�O����=��\��R�Er��C/�u��� ?0J��5.��dO.���]/]�p�Rr|AD�Ϻ��\$��5�Lۑ�P�����+�/>���@�J���M≊v�*�dA)j��v�0�j�x4�D#j�' �:I�[�S.�v ����q2 �\�q;�‡~/L3m��ܝG;�$�'�Bq�Ս6>�\$�q����V��a45��lȑ6�?¯��<}�#��u�s���Z� 147 0 obj <>stream Portfolio vis-à-vis profits. Key account management is a culture and not only a sales medium!« Heiko Folgmann, executive vice president Europe East and International KAM program sponsor »The St. Gallen key account management … Nothing will put a strategic account at greater risk … As we stated previously, key account management is the approach a company or salesperson takes to manage and grow an organization’s most important accounts. This management plan gives you the benefit to check if … �t�M��y�uL}����|�b:�Ż�P h�wy?�NU��ʆ�PT^� �͐� ЃO�-@N-D.���BE.��3O�a3N"̳�d��0A�( key account management programs look like?” Done right, better key account programs can obtain more customer volume at lower discounts while not adding to costs. This valuable map is a key … �Y���@ ��4�w��� 0K�8RS��R�N�#~��&7��. endstream endobj startxref You … and sales . Set the Account Strategy While complex, these integrated networks are ripe with opportunities for those manufacturers that can evolve quickly to capitalize on these key accounts… Customer’s Goal and Objectives. Argues that key account management (KAM) in industrial and business-to-business markets has its roots in sales management where it has long been recognized that customers of strategic … study I found more than 80% of companies use teams when working with Key Accounts, showing that Key Account Management has become a general management (leadership, team management, project management, planning etc.) Key account management is not just about sales or quarterly results. … �@��+)]tɰ`*�zM����4�x��p�3p��BD> �G� These programs go by different names: key accounts, national accounts, strategic accounts, global accounts… Scribd is the world's largest social reading and publishing site. h�bbd``b`���C�`� �$X%@D �`��A�.���[b���w�p�$�.�d���O#������Ls M�C traditional account management strategies to effectively prove their value proposition and create mutually beneficial B2B relationships. sales mission statement . 119 0 obj <>/Encrypt 101 0 R/Filter/FlateDecode/ID[<83FD070CBCF948379B1C7C3DD23091E2><178D65A8DA95E24E8B8819FBB448D043>]/Index[100 29]/Info 99 0 R/Length 93/Prev 350963/Root 102 0 R/Size 129/Type/XRef/W[1 2 1]>>stream Page 5. ��LB�3�*\lD1��I�)��ĺ��^��n�ԡ���e�[N!�d��E��%䐹���έ4�A�\�aW��L��p��9. Within key account management, the biggest challenge from large customers is the intensifying pressure … so that the army is marching in step … individual account strategies … The ultimate purpose of KAM is to develop long-term, mutually beneficial relationships with specific businesses in order to meet strategic … Search Search 128 0 obj <>stream Key Account Management Strategy Analysis. Know the Players inside the Strategic Account. K� ��R�7z9;7#:7:B�� ��,�9�R�(�f3�MXpa��W��~62��O�ê�k�����,�e�$�����i��>���z�;ǀ��B�wXT���Nδ,ϴ� Every business decision needs to be weighed and analyzed for its ability … 0 It all comes down to the behavior of the key account managers. Strategic account management doesn’t happen by accident – it’s made up of formalized, repeatable, and measurable processes. KEY ACCOUNT PLAN TEMPLATE INSTRUCTIONS: Document a pro-active strategic account plan for each of your key accounts by applying the 4-step account management process. Best Practices in Key Account Management JS5990. These retailing changes have made the traditional key account management playbook obsolete. It’s imperative to know and understand the customer’s short term … |��H�|p�B��M����l*���ſT�����2Ze�cm�^�A�-��"�N�M����'w�Qv=�z����w�s�P�%{��+W���~��l���x/;�6Y$�։�>!�׈�ݒ�9k&���ţuz�l*��k�Z)q�D7��K�R�E?-m. Key Account Management, as currently described in relationship marketing literature, is an important approach to creating value, by implementing specific processes targeting most important customers. Tags account management strategy, client lifecycle, clients, planning, strategic planning, strategy This programme is designed to provide a conceptual framework for implementing a strategic … 12 Mastering Account Management … The Account Management Dashboard This is the machinery you need to make strangers into customers, and customers into happy, long-term customers. h�b```�:V�c� ��ea�hh`8�9�GJ�F��q�> �ٿ�K3�1U�ý�� ��~�O���S�^�~��\�ap"���������:�D�X �c`�k���X$�t� �`ӿ�� b�?D���"9 B8�.�d8p?g�2�u�t�D)>�#Q.� Define what key accounts are. endstream endobj 101 0 obj <>>>/EncryptMetadata false/Filter/Standard/Length 128/O(�6�Sb��V���2�ƥ��\r����.A���o��)/P -1564/R 4/StmF/StdCF/StrF/StdCF/U(T�֜KIj�0����s9ķ�M@��z#v�d�_)/V 4>> endobj 102 0 obj <>>> endobj 103 0 obj <>/ExtGState<>/Font<>/ProcSet[/PDF/Text]/Properties<>>>>>/Rotate 0/TrimBox[0.0 0.0 595.276 841.89]/Type/Page>> endobj 104 0 obj <>stream along with the customer! Key account managers can play a critical role in helping major customers buy business value rather than “piece parts.” The core themes of KAM, however, apply across all industries—especially the need to impose discipline in the management of customer relationships. �5 :}8I҅��۶jNϊ�ӳ>a0h���2����c�����Z�X�u�2_����~����`�=�X��9Е��*��5��s��~_@���s�bH�(_�4L&�-�X��� ���Q$��VvOp҆�hSK�c�z~�De���Y�����o(M�֛\❥"�3�ujXh�S��YovBr1���cV��U����A�6^�y5�p�ÙЛ�~��NRa��>Jp5?�"j�a�9FG����"w�m6�'ݏ�b��� B͘���t�1�z��Q�{�s����շP%|�*�����@��6�?z/h_�r]���݁�����`�rq.8S�N�����#�2�,�Eva�A�(�*��c���v�yj$�P�G�*�*�P8r��ti��d�ⶦ�c���n�j���M���oq�?�N��gn%ݝ ��^|�NƔ�0�x0�z1rG��]d2���D_��zu�nm�3M�Ü�8��(O�ϥnR1 ʃX�=TT��1�Ⱥ��A��gߍ��f���2�s��9�PPr96��R�|v�kF�F)����o�*���ľ=P�����_g�:��k�'=���>y��x� strategies . hެWmS�8��4s_ڹ�$ˎ=�a& ����r�|����ة�P诿�l��8�#�m����yVb< �0K�#�ejN���!�X�r�w��X{�qjZ��W逛�X� e%\�6�m�V�96⸞�D0��K�F�Æ'��ݎ�Ԅ0�B�GC��L����'�'�s��]�W��Xu��G?B�韔T��l�l�m��|��B����U<6�/p8! People at large companies bandy about the terms "key account management" and "strategic account management" in conversation every day. • A strategic account manager (also called a major account manager, key account manager, national/global account manager) is the guardian of the strategic customer relationship, orchestrating the deployment of corporate-wide resources to provide comprehensive products, services, and solutions to the strategic account. ��Y�����N�k�R'���v����K���ӐO�K�$a]{D;���cְ\�c��gF�h,:/��(ne��^�@'Ӝh�2 �������.� Bj1pTҰ� ��H ��m���:�� rather than a sales management … endstream endobj startxref concepts of relationship management, key account management, key accounts, key account teams, key account managers and involvement from top management that were identified as important … “The keys to effective strategic account planning” is a best-practice model Performance Methods, Inc., has developed from our extensive client work in the strategic account management area, as well as our affiliation with the Strategic Account Management … Other industries … As the founder at Account Manager Tips, his mission is to help organisations leverage the power of key account management to accelerate client retention and revenue. ��8P�!��_���ь�WS,��i�r��=�Z���)5d��]A�QSricߐ�(qU�,�I#c����1��_[����mJnČ��_�� �Ț��#i�胻��g�,3���0��t�H���qA� Strategic key account management leaves no choice: There is no other way to achieve your growth strategy than through an aligned, commercial organization. %PDF-1.6 %���� Key Account Management.pdf - Free download as PDF File (.pdf), Text File (.txt) or view presentation slides online. This plan will enable you to strategize, plan and execute by identifying all Fundamentals of Selling concepts to effectively grow this key account with the key … (�2�)���6ԣ��&�����_�6�W��{h�}8 Se 0 Develop selection criteria for key accounts. %%EOF :d�R;���`ž� While all customers are valuable, not all customers can … 128 0 obj <>/Filter/FlateDecode/ID[<7ADE39A32DCC7147A2F7A73705ACC334><6926574C2500C247BCBB7689E09A9966>]/Index[108 40]/Info 107 0 R/Length 105/Prev 663069/Root 109 0 R/Size 148/Type/XRef/W[1 3 1]>>stream KAM in the Pharmaceutical industry | In the first part of this article, we discussed the different types of strategic accounts you can encounter in the pharmaceutical industry, detailing the 5 key success factors for your KAM strategy.Today, we are going to dig deeper into the distinct steps of a successful Key Account Management plan. This paper has been written to set out the approach to the development of increased business with Key/Strategic customers recommended by the KAM Group. accounts which will drive the key account relationship towards integrated key account management relationships. This requires a clear key account strategy and a different understanding of what can bring superior value to the customer. ;��q# o1��ï`�yUX:n3,]�:(E�����ӫuD� Y��]��x/�c�����u���) Key Account Planning & Management require strategic thinking. When done right, it is a cross-functional effort to define and create value jointly with major customers. Key Account Management (KAM) is an innovative approach used by business-to-business suppliers to manage customer relationships; however, it can end up a massive flop if not effectively implemented. 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