Key Account Management, livre ebook

Now more than ever, companies are faced with a critical and challenging truth. Today’s customer is demanding more attention, superior service, and the expertise of a dedicated sales team. Suppliers must make dif cult choices to determine how to allocate limited resources, including which customers receive the highest level of service. Increasingly, supply side organizations are working to design and implement key account programs to meet or exceed these expectations. Key account management is a specific business strategy that involves complex sales processes, large-scale negotiations, and the alignment of multiple internal and external stakeholders. This multi-pronged process is anything but straightforward, and the business world is filled with examples of key account programs that have not achieved the expected results. This book addresses the strategic challenges facing top executives and sales leaders as they build strategies to better manage their key accounts. By leveraging up-to-date research, testimonials drawn from interviews with experienced practitioners, best practices of successful companies, along with straightforward practical guide-
lines for executives and sales leaders, this book can serve as an instruction manual and toolbox for organizations working to achieve success through their key account strategies to meet the demand of their key customers.
Acknowledgments ...................................................................................xi
Preface ................................................................................................xiii
Introduction ......................................................................................... xv
Chapter 1 Key Account Management, Organizational
Alignment, and the Selling Center ....................................1
From Treating All Customers Alike to a
Key Account Strategy .....................................................1
Implementing Key Account Management
in Complex and Dynamic Companies .........................17
Chapter 2 Building and Delivering Value to Key Accounts ..............45
Integrating the Selling Center with the Buying Center ....45
Value Analysis and Delivery to Key Accounts ..................70
Chapter 3 Leveraging Collaborative CRM and Technology .............89
The Value of Collaboration and Information
in Key Account Management ......................................89
From the CRM Concept to CRM Value
for Key Accounts .......................................................106
Chapter 4 Business Customer Marketing and Key Account
Development ................................................................115
Marketing Strategy and Analysis
for Key Account Customers .......................................115
From Key Account Development to Market
Leadership .................................................................132
Conclusion .........................................................................................140
Biographies .........................................................................................143
References ...........................................................................................147
Index .................................................................................................151