RSS
FIND A RESOURCE
I am looking for:
Building a Customer Portfolio to Drive Your SAM Programme
Author: Diana Woodburn, Marketing Best Practice Ltd.
Presentation Handout | February 28, 2010
Your choice of key customers is arguably the most important decision to be made in key account management. Big isn't always beautiful: Big can also mean big effort and small return, or even big losses. To work out which customers deserve key account treatment, you need rational, strategic, forward?looking criteria, applied rigorously and in the light of the customer's view of your company too, since by definition relationships are reciprocal. Learn a robust process for selecting and categorising your key accounts and, with other session participants, work out how to use the key customer portfolio to make critical decisions like resource allocation, target setting, appointing KAMs, etc. You will learn: * Specifying criteria for strategic account selection and categorisation * Incorporating the customer's point of view in building the portfolio * Driving strategy through the portfolio * Making best use of limited resources
Available to SAMA members only
Please Leave a Comment
Featured Resource
Strategic Account Manager Competency Assessment
SAMA’s new Competency Assessment Tool helps Strategic Account Managers understand and measure the necessary skills to work strategically with their most complex customers. By evaluating performance against a defined set of best practices, this tool helps SAMs and their manager/s build a personal development roadmap to achieve their desired results.
Featured Event
June 18-21, 2012 | SAMA University Northeast
Intensive, full-day courses with established SAM experts will expand your knowledge and capabilities to a new level of understanding. Come for one to four days of concentrated knowledge building and leave with a deeper understanding and an expanded toolbox of skills.
