The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)

Making Leaders Successful Every Day

What It Takes To Develop Strategic Account Relationships Mark Lindwall, Senior Analyst April 10, 2014

© 2013 Forrester Research, Inc. Reproduction Prohibited 3

Agenda

› Are Strategic Account Programs really a good investment? › What it takes to create a positive

yield from a Strategic Account program


Executives want strategic accounts


Strategic Providers Get More Spending


Strategic suppliers gain advantages


Frequent executive access leads to wins

Becoming a strategic provider isn’t easy

Executive buyers

We will decide what is valuable, thank you

very much.


Percentage Of Companies That Segment Vendors Into Tiers


Few Vendors Are Categorized As Strategic Partners


Salespeople Believe Most Customers Consider Them To Be Top Tier


Strategic Accounts Underperform










What it takes to be a Strategic Provider

› Make Strategic Account designations in mutual agreement with customers › Focus salespeople on helping

executive wallet-owners succeed › Help salespeople understand

Agreement Networks and funding sources › Provide them with what they need


What executive buyers find valuable


Most Salespeople Are Not Focused On Helping Executive Buyers Succeed


When executives get product pitched


Helping executive buyers succeed


A view of a “buyer”

Your Seller


A (slightly more complex) view of buyer(s)

Manager

Vice-President

CIO

Your Seller


Manager

Vice-President

CIO

Real? Your Seller


Agreement networks determine funding

A tale of multiple sales…

Your Seller




Your Seller




Your Seller


Four Sales Objectives

Gain access

Have successful meeting(s)

Create a shared vision of success.

Develop a business case


+ Messages Messenger Audience

Gaining access



Have successful meeting(s)



Create a shared vision of success



Develop a business case

Thank you Mark Lindwall +1 617.613.8886 [email protected] Twitter: MarkLindwall