Seven Keys to Managing Strategic Accounts

ISBN-10: 0071417524

ISBN-13: 9780071417525

Edition: 2003

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Description:

Through compelling case examples gathered from the authors experiences in helping organizations manage their most critical business relationships, will point out the keys in designing and implementing a strategic account management program.
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Book details

List price: $34.00
Copyright year: 2003
Publisher: McGraw-Hill Companies, The
Publication date: 4/29/2003
Binding: Hardcover
Pages: 256
Size: 6.50" wide x 9.50" long x 0.75" tall
Weight: 1.100
Language: English

Preface
Why This Book?
What Qualifies Us to Address This Topic?
Who Will Benefit from Reading This Book?
What Is a Strategic Account?
S4 Consulting Acknowledgments
Miller Heiman Inc. Acknowledgments
For the Reader Thinking, "I Can't Read the Whole Book. Which Chapters Would Help Me Most?"
Introduction: What Is Strategic Account Management?
What Is Strategic Account Management?
How Does Strategic Account Management Differ From Key Account Selling?
Key Account Selling Programs and Strategic Account Management Programs: A Comparison
Reynolds & Reynolds--Southeast Toyota: An Example of Alignment
The Benefits to Southeast Toyota
The Benefits to Reynolds & Reynolds
The Future of the Reynolds & Reynolds SET Relationship
Getting Everyone Headed in Roughly the Same Direction: What Didn't Work
Key 1: Define Strategic Account Management as a Business Rather Than a Sales Initiative
Create Cross-Functional Executive Leadership
Understand and Align Around Accounts' Business Challenges
Start Strategic Account Management Programs as Business Initiatives: Honeywell Industrial Automation and Control Solutions
The Minnesota Power Story
Drivers for Minnesota Power's Strategic Account Realignment
What Key Players Did to Strategically Realign Minnesota Power
Initial Successes in Minnesota Power's Strategic Realignment
Minnesota Power Realigns Around Critical Customers
Why Minnesota Power Succeeded at Strategic Realignment
Define Strategic Account Management as a Business Rather Than a Sales Initiative
Key 2: Create Firm Alignment and Commitment to Meet Strategic Accounts' Needs and Expectations
What Is Organizational Alignment?--Three Critical Elements
What Are the Benefits of Alignment?
What Makes Alignment So Difficult?
How Can a Firm Create Organizational Alignment?
How Account Aligned Is Your Firm?
Knauf Fiberglass Case--Video Focus Groups and Employee SWAT Teams
Marriott International's Alliance Account Directors and Their "Volunteer Army"
Create Firm Alignment
Key 3: Start with the Right Number of the Right Strategic Accounts
Ways to Examine Strategic Accounts
How to Conduct a High-Level Portfolio Analysis: The Six-Question Meeting
The GfK Custom Research Inc. Story: How One Firm Cut 66 Percent of Its Customers, Doubled Its Revenues, Tripled Its Margins, and Won the Baldrige Award
Using Strategic Account Selection Criteria
Start with the Right Number of the Right Strategic Accounts
Tactical Issues in Strategic Account Management ... Ironbolt Steel and Executive Visits: What Didn't Work
Key 4: Create Human Resources Support for Strategic Account Managers
How Do We Select Strategic Account Managers?
The H. R. Chally Strategic Account Manager Competency Model
The S4 Consulting Strategic Account Manager Competency Model Categories
How Do We Develop Strategic Account Managers?
Strategic Account Manager Training: The Motorola LMPS Story
How Do We Assign Strategic Account Managers?
How Do We Pay Strategic Account Managers?
The IBM Global Story
Create Human Resources Support for Strategic Account Managers
Key 5: Create Firmwide Relationships at Multiple Levels of Relationships between the Firm and Its Most Critical Accounts
Relationship Map Checklist
The Strategic Account Loss Cycle
Preventing the Strategic Account Loss Cycle
The U.S. West/Dayton Hudson Story
The 3M/IBM Storage Story
Create Firmwide Relationships
Key 6: Regularly Quantify and Communicate the Value Received from and Delivered to Strategic Accounts
Quantify the Value Strategic Accounts Provide
Boise Office Solutions
Quantify the Value Delivered to Strategic Accounts
The Holland Hitch story
The National Office Supplies Story
Regularly Quantify and Communicate the Value Received from and Delivered to Strategic Accounts
Key 7: Use Technology Judiciously
A High-Level Overview of CRM Systems Challenges
Seven Steps to Successful Systems Implementation for Strategic Account Management Programs
The UPS Story: The Development of the LINK System
Use Technology Judiciously
From Analysis to Action ... Ticonderoga Chemical and Strategic Account Management: The Payoff
Conclusion: From Analysis to Action: Moving the Game Forward
Benefit Number One: Strategic Account Management's Sustainable Competitive Advantage
Benefit Number Two: Strategic Account Management's Greater Account Loyalty
Benefit Number Three: Strategic Account Management's Greater Account Profitability
The Marriott-Deloitte & Touche Story
The Value Delivered to Deloitte & Touche
The Value Delivered to Marriott International
A Game Plan for Moving Forward
The Getting-Started Actions
Results
References
Index
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