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17. Targeting Your Value Proposition for the Relevant Executive

Many organizations construct standard or feature-based value propositions that often target technical buyers, economic buyers or users within the broad customer organization. While these value propositions can be meaningful, they do not typically generate interest with C-suite executives. What senior executives expect today is a customer-focused value proposition that describes your differentiated value, thereby creating a sense of urgency for them to take action implementing your solution. What's most important to successfully delivering a meaningful value proposition is to first identify the relevant executive in the client organization and to then articulate your three components of value: namely, your personal value, the company value, and solution value in both a qualitative and quantitative way. Taken together, these three components of value enable you to construct a value proposition that clearly defines your differentiated value. As part of this session, Dan Stredler will describe his experience in changing organizational focus from feature-based value propositions aimed at the technical buyer to creating value propositions aimed at the relevant executive in the client organization.

Author(s): Steve Bistritz, President and Founder , Learning Solutions International; Daniel Stredler, Director, Global Strategic Accounts , Abbott Diagnostics

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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18. Disruptive Change and Aligning your Business Objectives via your Strategic Account Management Program

In many respects your strategic account management/key account/business development professionals act as the leading radar to alert your business to changing market dynamics that will be disruptive to your current business model. As the people responsible for attracting, maintaining and developing new business opportunities, there is an immediate imperative for these folks to relay back to senior executives the opportunities and threats that exist through these emerging market realities, by engaging executives in a proactive manner. SAMs are giving their companies the best chance to avoid negative impacts and instead thrive in the new market paradigm. This is a particularly timely topic in the electric utility industry, which is facing more change in the next 10 years than has been experienced in the last 100, and for which strategic account management is a relatively new approach to managing customer relationships.

Author(s): Christopher Kelly, Key Accounts Coordinator, Hydro Ottawa; Norm Fraser, Chief Customer Officer, Hydro Ottawa

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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19. Engage, Win and Grow: 12 Proven Strategies for a Customer-Driven World

Co-authors Steve Andersen and Dave Stein will co-deliver this session based on their new book, Beyond the Sales Process: 12 Proven Strategies for a Customer-Driven World. The book is based on an innovative and contemporary approach to engaging, winning and growing with customers (Engage/Win/Grow™), and is supported by nine in-depth case studies featuring world-class companies that demonstrate best practices for customer engagement, value creation/co-creation and relationship growth. Adecco, Honeywell, and Merck, all featured in the book, will participate as panelists in this session to provide examples, share best practices, and answer audience questions. Session participants will be provided with a copy of the book, compliments of the authors.

Author(s): Steve Andersen, President and Founder , Performance Methods, Inc.; Dave Stein, President, Dave Stein, Inc.; Kim Park, Worldwide VP, Customer Strategy and Innovation, Merck; Sean Mahoney, Vice President of Sales, Americas, Honeywell Building Solutions; Andrea Sugden, Executive Vice President, Adecco Staffing U.S.

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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22. The Senior Leader’s Role in Driving Customer-Led Growth: From Lip-Service to Measurable Change

The absence of customer-focused leaders is dramatic in its effects. Without strong executive support and strategic alignment, organizations move too slowly, stagnate and lose their way. Decision making becomes fragmented and silo-based without the benefit of having the customer at the center of executive discussions. One of the biggest challenges facing organizations today is taking silo-based organizations and bringing them together to a shared understanding of the customer perspective and how to drive customer-led growth. Participants of this session will discover how to align the leadership teams for their role in driving a customer-centric culture, develop and identify key roles and behaviors for the customer-focused leader, and use customer-centric strategies to drive business performance.

Author(s): Janet LeBlanc, President & CEO, Janet LeBlanc + Associates Inc.; Norm Fraser, Chief Customer Officer, Hydro Ottawa

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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23. Sales Transformation at Airtel: Implementing a successful strategic account program

This session will present a case study based on implementing a SAM program at Airtel, the #1 telecom company in India (and #3 in the world). Airtel was facing commoditization and had tried to implement a SAM program on their own within one department, but it failed to gain traction. By using Forum's three stages of implementation (align/equip/sustain), Airtel was able to implement a SAM program. Attendees' key takeaways will include how to sustain a SAM program; cope when you hit a plateau in the implementation; sustain the SAM program; and implement the 2/6/2 rule (i.e., 20 percent of employees will see the value and embrace it, 20 percent won't comply or will lag behind the others, and 60 percent will embrace it only because they're following orders). Most managers spend their time on the top and bottom 20 percent when they really should be focusing on the middle 60 percent.

Author(s): Rafique Ahmed, Managing Director, Consulting Partner, FORUM India; Eric Gillenwater, Business Head US & Europe, Airtel

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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25. Taking an X-Ray of the Sales Conversation

What is happening behind the closed doors of your sales conversations? Client conversations are critical for successful sales, yet most salespeople and sales organizations don’t have any way of measuring what is happening in sales conversations. And without measurement, there is no way to understand how to improve them. This session will enable SAMs and SAM management to better understand the various types of sales conversations, the anatomy of effective sales conversations, and how to facilitate a constructive discussion around sales conversations. This session is not focused on any one type of sales conversation or one part of the sales cycle; rather, this session provides insights that are applicable to the vast majority of sales conversations used throughout the sales cycle.

Author(s): Tom Peurach, Corporate Storyteller, Articulus; Michael A. Romano, Vice President, Global Corporate Accounts , NALCO An Ecolab Company

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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26. Understanding the Ultimate SAM Profile – How the Right SAMs Translate into Greater Program Success

We all now realize there are people for positions and positions for people; the key is matching person and position to enable success. As the profession of a Strategic Account Manager (SAM) continues to evolve, there have been significant discoveries on what is the “right” type of person that constitutes an effective SAM. But understanding the profile is only half of the battle organizations face. Once you know the optimal profile for your organization’s SAM, how do you get there? …do you train, hire, or both? Ultimately, the answer to this question is a deeper discussion and the central theme for this session; in which we will attempt to best answer these questions (and more) for you with proven best practices, real life examples, a case study, and a real life SAM Competency Model that organizations are successfully utilizing today. Key learning points presented will include: preferred attributes, behaviors, skills and characteristics of successful SAMs; critical aspects of business acumen and personal composition; attributes that can be trained to / attributes to hire with; evolution to the recommended SAM profile; and, presentation of a SAM competency model.

Author(s): Dennis Chapman, Founder/CEO, The Chapman Group

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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27. A Core Competencies Approach to Strategic Advantage in SAM: A Deep-Dive Into Political Entrepreneurship

As strategic account management becomes a growth strategy for many B2B organizations, the difficulty of replicating core competencies is becoming the primary source of sustained strategic advantage for those who crack the code. The complexity of executing SAM ensures that such opportunities will exist for years to come. An example of a core competency that can be a source of strategic advantage is the effectiveness with which an organization's KAMs are able to operate as "political entrepreneurs." Political entrepreneurship requires applying advanced skills in managing potential conflicts and ambiguities, while also remaining focused on opportunities for greater value creation. It's a balancing act that all SAMs can aspire to. Key questions include what does it take to be effective in this type of role, and what skills do you need at the different stages of the customer relationship? In this session the presenters will identify KAM-related core competencies that present the greatest potential for strategic advantage, and deep dive into political entrepreneurship in particular. Key issues that will be addressed during this session include the following: (1) What KAM program-related core competencies provide the greatest potential for sustained strategic advantage, and why? (2) What is political entrepreneurship, and when and how does it come into play? (3) Why is political entrepreneurship still a relatively rare skill amongst KAMs, and how have organizations and individual KAMs successfully achieved this capability? Panelists will share specific examples and insights form their own experiences.

Author(s): Ron Davis, Executive Vice President, Global Customer Management, Zurich Insurance; Rodolfo Luzardo, Principal, B2B Commercial Transformation, ZS Associates; John Gardner, President Global Strategic Accounts, Emerson Process Management

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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29. Driving Growth: Key Leadership Skills to Build a Growth Mindset

Most strategic account manager talent development begins and ends with training – which should be viewed as the starting line, not the finish line. Evolving talent includes ongoing leadership focus, proper leading and lagging measurement, accountability, iterative improvements, reinforcement of concepts, and personalized coaching for passion. Managers are often promoted because they were great strategic account managers, but few are taught how to be great leaders and coaches. This energetic presentation will cover best practices for evolving talent progression from two leading experts in the field.

Author(s): Bradley Humbles, Global Account Consultant , Bunnell Idea Group, Inc.; Rena Neville, Senior Vice President, Sotheby's

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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3. Negotiating for Long Term Results

This session will address the supplier and customer perspective, and share how to use negotiations to create and maintain long-term relationships with strategic vendors and their sourcing counterparts. The panelists will raise issues facing both sides and share how they and their teams and companies approach negotiating, engaging and working with clients. They will then compare and contrast, from each side’s point of view, what works, what doesn’t and the advice they have for you.

Author(s): Joe Coffey, Vice President, U.S. Sales, Core Histology , Leica Biosystems; Martin P. Finkle, CEO, Scotwork; Ron Schnur, VP - Procurement & Contract Manufacturing, WhiteWave Foods; John Inwright, President, Quality Supply Chain Cooperative (Supply Chain Co-op for Wendy's)

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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30. Scouting SAM talent off the beaten track

It is always a challenge to find the right talent, and the natural choice is to breed it. Schindler refills and replenishes the talent pipeline for its strategic job families by looking at talent all over the world, and then placing potential future leaders on a six-year path through different positions around the world. By including its strategic account management program into this fast-track career initiative, Schindler can spot and nurture those who they think may become a successful SAM.

Author(s): Alfredo Morate, VP, Global Customer Excellence Program, Schindler

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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32. SAM as a Thought Leader in Customer Driven Innovation

In today’s competitive marketplace, the SAM has a great opportunity to excel as a thought leader in customer-driven innovation. By effectively selecting and leveraging the right social, mobile and collaboration tools to understand and influence the buyers’ journey, the SAM will drive greater strategic benefits and a much stronger relationship with their clients. In this practical, interactive session, participants will learn how to gain greater customer insights using tools like Tableau, Qlik, Insideview and Hoovers implement techniques for collaboration within the team, partners and client with tools such as Google +, LinkedIn Sales or Valkre’s RENDER leverage and demonstrate use of business intelligence to become a customer-driven innovation thought leader This practical session will also explore ways in which the SAM can become a role model to assist his/her clients in their use of the latest innovations and tools to enhance their company’s customer experience. Participants will learn best practices for selection and implementation of the latest data-gathering tools and analysis methods.

Author(s): Jennifer Vessels, CEO, NextStep; Sue Hed, Vice President Business Development, Vanguard Cleaning Systems of Chicago; Kristi Kierulf, VP for Strategic Government and Health Care Accounts , Evry

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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33. Creating, Capturing & Communicating Value: There's More than you Might Think!

Creating, capturing and communicating value sounds simple, but it requires a structured and standardized approach with complete organizational buy-in to be truly effective. Hear how a company analyzed the value-creation process, engaged stakeholders and developed a web-based tool to capture, manage and communicate the value process and its outcomes. The captured data, reports and dashboards painted a picture that enlightened the leadership, empowered sales and is altering the performance measurement process within the company.

Author(s): Teri Elliott, Strategic Account Manager , Nalco Champion; Sanvita Sample, Strategy Consultant, Slalom Consulting

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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34. Push Yourselves to Transform: Leveraging your own systems to drive change

As a company that is just beginning the journey to build SAM capabilities, there was a need to simplify the complex and allow colleagues to take smaller “bites.” While technology is evolving and could fit the need, time and money dictated the tradeoff choices. What if you had to leverage only the resources and technology you already have to drive a major transformation in your company? Would you say it can’t be done? This session will explore our experience of driving change from the inside, creating a better way for colleagues to access and learn about available resources, and transforming to enable strategic account management – all with our own systems. Perhaps you can too.

Author(s): Guy Bizzoco, Associate Director, Customer Centricity, Merck

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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35. Successfully Navigate the SAM Digital Tools Maze

75% of SAMs believe their organizations and processes do not produce repeatable results. 80% of SAMs believe they are not using digital tools to their full potential. Although you might recognize the need to give your SAMs digital tools, do you know what tools are available, how they should be used and how they can be integrated with your CRM or other technologies? In this fast-paced, no nonsense session, you will learn about the SAM technology landscape, how to avoid the many pitfalls associated with technology projects and how to ensure you select the best tools to empower your SAMs to enhance their relationships with your most important customers.

Author(s): Adrian Davis, President, Whetstone Inc.; Jeff Crampain, Director of Commercial Partnerships, WBM Office Systems

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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36. The Internet of Things is redefining the SAM’s path to co-creation and organic growth

The Internet of Things (“IoT”) is a new buzzword that refers to the fact that the physical world of machines and objects is more and more “instrumented” by sensors that create and exchange data through the cloud, i.e., machines are more and more intelligent. Not only that, but they can talk to each other (“machine-to-machine dialogue”), allowing the SAM to sell not only products but also the data platforms and the data analytics that come embedded with the products. Beyond the technological razzle-dazzle, SAMs have to develop new skills to describe and sell their company’s data capabilities. In this session, Francis Gouillart and Bernard Quancard will show how SAMs in companies such as Becton Dickinson, Xerox, SKF, DHL, Volvo Trucks and BASF have learned to utilize the power of data to differentiate their companies’ offerings and increase sales with their customers.

Author(s): Francis Gouillart, President and Co-Founder, ECC Partnership; Bernard Quancard, President and CEO, SAMA

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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37. SAM Scorecards should be "Customer-Intelligent"

It's essential to know exactly where you stand when it comes to managing strategic account relationships. That's why keeping score is so important. In this session we'll cover five key components of the "customer intelligent scorecard" and see an example of data-drive scorecards developed by a data visualization specialist at EMC, a leading data storage company. This case provides an excellent example of how relevant customer intelligence can help SAMs drive growth and better serve their customer accounts.

Author(s): Krista Roseberry, Vice President Consulting Services, Walker; Jenny Beazley, Global Customer Advocacy Director, EMC

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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38. Elevating the value creation process with social media and the Internet of Things (IOT)

In this session we will discuss how the digital and networked economy will change the value-creation processes a KAM needs to master to sustain profitable growth. It explores, based on a set of manufacturing and IT industry examples, what challenges a KAM is faced with, and how KAM leaders and their corporate programs need to evolve to maintain or even accelerate a competitive advantage in a global account management approach. The group discussion will also dive into the future profile of a KAM, including the question: Is the next KAM from Gen Y?

Author(s): Volkhard Bregulla, VP, Global Accounts Manufacturing and IoT - EMEA , HP Enterprise; Hajo Rapp, Head of Strategic Accounts, Siemens AG

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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39. Is Technology Propelling You Forward...or Holding You Back?

Do you feel like your existing CRM fails to deliver on the promise of facilitating customer co-creation? Don’t worry: You’re not alone. Learn what Valkre’s CEO Jerry Alderman, one of the world’s foremost experts on technology-enabled strategic selling, says about the need for a holistic platform of training, technology and coaching for achieving TRUE customer co-creation. This session will be told through the lens of several real-life cases, including Philips, Sabre and others.

Author(s): Brian Kiep, COO, Valkre; Jerry Alderman, Founder and CEO, Valkre; Joseph Pinzon, Vice President of Enterprise Accounts, Konica Minolta Business Solutions

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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4. Business Outcome Planning with Integrated Balance Scorecard - An innovative approach and methodology to create transparent, intimate and more relevant partnerships

Strategic accounts and strategic suppliers both face two common challenges: sustaining/growing their market presence and exceeding revenue and profit goals. This session will address one of the most difficult tasks within the profession of strategic account management: creating a platform and process for more transparent and intimate collaboration between the customer and supplier. We will illustrate how to engage procurement and senior leadership from both organizations and provide a case study example directly from a strategic supplier on how they effectively engaged, measured and sustained a mutually beneficial, more transparent and intimate relationship with their customer.

Author(s): Dennis Chapman, Founder/CEO, The Chapman Group; Mike McCool, Vice President, Business Development , Freeman XP

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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40. Allscript's Prescription for Successful Account Planning

When it comes to strategic account planning, CRM tools often miss 90 percent of the picture that is required to effectively manage relationships across large enterprises. As part of a formal operational excellence initiative, Shad Williams, of global healthcare technology company Allscripts, needed to find a more robust, standardized process for account planning that would achieve the goal set out by management: having premier accounts generate at least 20 percent of the company’s revenue target. By leveraging industry-leading account planning technology integrated with Salesforce.com, they were able to roll out several solutions, including visual white-space reports, strategic roadmaps and even an annual event to gather more insight from key customers. Today, Allscripts has transformed the way they engage with their most strategic accounts at every level of the enterprise and have a proven cure for stagnant accounts.

Author(s): Shad Williams, Director and Area Vice President, Allscripts; Tim Braman, VP Corporate Strategy, Revegy

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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41. Recipe for Success: combining end-to-end supply chain with innovative information technology to achieve customer value

Merck’s supply chain transformation introduced an end-to-end integrated planning model to match customer demand with supply, inclusive of strategic suppliers. Use of innovative cloud-based technology, in combination with traditional enterprise resource planning tools, provides a next-generation capability to optimize demand/supply matching and replenishment of wholesaler, distributor and direct-selling channels. This architecture includes sophisticated demand-forecast models, as well as leading-edge concurrent planning and scenario-modelling capability. Most innovative is the connection between internal supply chain nodes and external suppliers, contract manufacturing organizations and strategic partners, truly creating an integrated, collaborative value chain focused on highest value to customers, coupled with lowest cost internally.

Author(s): Michele D'Alessandro, VP & CIO, Manufacturing IT , Merck & Co., Inc.; Jake Lustig, Executive Director Supply Chain, External Manufacturing IT and DtD Analytics, Merck & Co., Inc.; Brian Thornley, Associate Vice President, Global Supply Chain Operations, MSD

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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42. Leading and Coaching Your SAM’s Performance

Leading companies implementing and embedding SAM performance coaching are experiencing a step change in sales results, SAM skill development, mindset shift and sustained business impact. This hands-on session includes application of SAM performance coaching to real-life challenges and opportunities, integrates benchmarking with leading practices in other world-class organizations, leverages a proven toolkit to elevate SAM coaching conversations, and is designed to equip you, the leader of SAMs, to: · understand and benchmark against what the best SAM coaches do differently · sharpen your skills as a high-performing SAM coach · elevate your coaching conversations to develop SAM mindset and skill set · develop a pragmatic, transformational leadership mindset, skill set and tool set to envision, align, engage, mobilize and hold your SAM managers/leaders accountable to deliver results · learn and apply a proven framework to engage collaboratively in coaching conversations that elevate, accelerate and sustain performance throughout the SAM account management/value-selling process.

Author(s): James Robertson, President, The Summit Group; Josh Dey, Vice President, The Summit Group

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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43. Designing an Impactful and Sustainable SAM Program

Why do many SAM programs have such a short lifespan? Why aren’t the returns on this resource investment more recognized and supported by senior management? If you are considering a new approach to a few strategic customers, just launching a new regional or global SAM program, or seeking to drive your existing program to the next level of execution and growth, this session will provide you with effective high-level strategic customer engagement execution concepts, but also practical best practices and applicable tools for immediately use. Your current thinking and approach will be challenged and new insights will be discovered for serious program customization consideration. Topics covered include: · strategic customer selection: a local to global tool · deep customer understanding: discovery and insight · collaborations and prioritization: connecting mutual needs to capabilities · customer proposal and commitment: mutual opportunity planning · execution and sustainability: mutual value planning, customer business planning and metrics

Author(s): Michael Stevens, CEO, The Simplexity Group

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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44. Does your SAM Program need Transforming?

The marketplace is currently going through a dramatic change in how customers are evaluating and buying products and service solutions, and your SAM program may not have kept pace. Client expectations for a good strategic account manager are very different than they were just a few years ago. At the same time, companies expect more from their strategic account managers too – to proactively create demand, not just respond to requests. Konica Minolta found itself in this position, and under President of Direct Channel Mark Bradford’s leadership, they instigated a transformation of the field’s client-facing organization. The results have been staggering. Participants in this session will learn the answers to these questions: How do I know if my organization needs to be transformed? What are the essentials for implementing a successful transformation? What are the mistakes to avoid when implementing a transformation initiative? How do you set reasonable expectations for engaging in a transformation initiative?

Author(s): LaVon Koerner, President & Chief Revenue Officer , Revenue Storm; Mark Bradford, President, Direct Channel , Konica Minolta Business Solutions U.S.A., Inc.

Publication Date: 5/23/2016

Resource Type: Presentation handout

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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