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The success of a global account program begins with proper selection of key accounts. Learn how to establish a selection process in this presentation by Sales Benchmark Index.
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Key Account Management: Global Account Selection
Are you ready to be world Class?
Website Email Phone
www.salesbenchmarkindex.com [email protected] 1-888-556-7338
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The Situation• $750M Technology firm faces:– Competitive pressure in top accounts– Challenges managing global customers with
local resources in a matrix organization• VP Sales wants:– Complete Global Account Management
Program– Transition plan with rapid results
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What Did Not Work• Treating key accounts as several distinct
accounts across the globe• Telling the customer they were a key
account without the infrastructure to support it
• Relying on sales managers to coordinate efforts among global peers
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What Did Work• Installed Global Account Management
Program• Selection Process• Customer Opt-in package• Defined Roles & Responsibilities• New P&L management per account
• Transitioned best sales people and management into the program
• Established quarterly audits
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Global Accounts Selection Process
Re-score 3 year view
Score Performance
Define Customer Requirements
Score parameters
Define Our Requirements
Define Criteria & Weights
Select Accounts to Assess
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Customer Perspective
• Speed• Quality• Support
• Resources• Relationship• Expertise• Trust/Ethics
• Technology• Innovation• Value• Sustainability• Exclusivity
• TCO• Investment
Price
Product
Service
Promotion
Our top accounts told us they want:
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Customer Weighting ParametersAlign program to customer’s preferences
Weighting Parameters
Rating Criteria Us Competitor A Competitor B Weight
1. Price 5 8 2 30.0
2. Product 8 4 10 30.0
3. Service 6 5 5 25.0
4. Promotion 9 7 7 20.0
5. Risks 10 7 6 -5.0
Total 670 590 595 100.0
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Growth comparisonOur top accounts should grow in-line with their own revenue growth
Our GrowthCustomer YoY Growth
Client 1 57%
Client 2 44%
Client 3 28%
Client 4 21%
Client 5 19%
Client 6 16%
Client 7 10%
Client 10 2%
Client 11 -1%
Client 12 -4%
Client 13 -4%
Client 15 -12%
Client 16 -18%
Customer’s GrowthCustomer YoY Growth
Client 15 26%
Client 6 19%
Client 5 3%
Client 2 1.5%
Client 12 0.4%
Client 13 0.2%
Client 7 -1.0%
Client 10 -2.9%
Client 4 -3.6%
Client 16 -6.6%
Client 1 -6.9%
Client 11 -7.1%
Client 3 NA
Client 15 requires more focus
Growth is aligned with Client 6
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Classifying Global Accounts
Key Development Account Key Account
Opportunistic Account Maintenance Account
Low High
High
Our Attractiveness to Customer
Cu
sto
mer
Reven
ue
Pote
nti
al
10
Account Rankings
Us
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The ResultMetric Before AfterGlobal Account Revenue Growth
11% 23%
Global Account Share of Wallet
28% 41%
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Learn More
Contact us to hear the rest of the story...
Email - [email protected]
Phone - 1-888-556-7338
Web: http://www.salesbenchmarkindex.com/
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