key account management case study pdf

101 0 obj <>stream ��Dƈ�Ƴ�%�(�g]�q��N*�ѝ��.R��{»��rx8��g��_�PQa�^!�ϊ�0�b��B��1ىG��cd7z��$�PA�3��v�|��D�D��XcB��H��m,�m�#;� Many companies like Google and HP are reducing their product complexity to focus on key areas and speed up decision making. endstream endobj 52 0 obj <>]/Pages 49 0 R/Type/Catalog/ViewerPreferences<>>> endobj 53 0 obj <> endobj 54 0 obj <>/Font<>/ProcSet[/PDF/Text]/Properties<>/XObject<>>>/Rotate 0/TrimBox[0.0 0.0 612.0 792.0]/Type/Page>> endobj 55 0 obj <>stream �U%~_)�-C��6�c�5�s��[�i̗��7&��ɤ*|�� key account management programs look like?” Done right, better key account programs can obtain more customer volume at lower discounts while not adding to costs. For the exclusive use of H. Pettiford, 2018. 0 %%EOF First, it requires the management of a firm-external network (relationships with customers). If you’re like most Sales Leaders we’ve worked with, you’re glad the first half is... Running a sales transformation is difficult. h޴V�n�8�>�X��|i�uTiӮ��faeI��! The analysis chapter presents a multiple case study of the empirical data. There has been exponential growth in the amount of data generated since the start of the digital age... At this point in 2020, all your competitors have undergone some variation of a “digital transf... Coulda, shouda, woulda. The Key Account relevant in this case study is number ten by volume in Europe and number two in one European country. ��Q��&`��ȕ@��j&�k�]��8 ��ko �Nw John is the global leader of SBI’s account management business unit. Teamwork – In previous studies teamwork has always been linked to KAM performance. Successful Key Account Management (KAM) Case Study. Outputs also included: Quarterly Account Progress tracking, McKay 49 and strategic action tracking tools. )ӎ]�NMb3�CV�X��#�,��Qvn.�tJ��,do�[��[�X�ؒ\��i�i�i�i��W�+xC�$v�q�q�[�3�!�1�!�1�!ӭȫĞ��ޑ�99�nnB��A� ��s9�A��G�#̔%�n7��M��g�7��_�A��_>��w�xJg��Y�tV8+��Jg��Y�tV8+��Jg�� &Bq�)X`��;�g�� T5KS�a��^^�=�W�i�'�y�4��^�jK��t�3�ҹ�qU�NO��>��?^�'�}z>e��?8["={+t��r �uI��{�l��.w�7��[׬N��־��c]v n�By��Gt8e֑X��>ӡ�/,�K��\�G��%=�J7T?��σVb$�y�Y^XA�ԓ��'��k��_��n��׎��ޟ�ƺ�æ8u h�bbd```b``�&�A$��}D�؁�B`r=�\"��`�<0�L�I#0�Dj��J;A$c��$c��? mental warm up Siemens Overview Siemens KAM Case Study and discussion Proximity to our customers is decisive for our business success. Although titled ‘Key Account Manager’, candidates needed a blend of commercial, strategic, marketing and project management acumen. View Case_Study_3b_EMEA_Key_Account_Management_(New_Product_Launch).pdf from SP 14 at ESLSCA. In this article, we’ll discuss the hard evidence that supports Key Account Management to help you see why so many B2B companies are switching over to KAM systems. DMLC Making Your Business Better Case Study: EMEA Key Account Management (New Product John’s marketing, sales and product expertise span a multichannel strategic approach. It has emerged as a way of managing global customers that are of strategic importance to selling companies (Millman 1999a). A key account management model for such hospitals would therefore need to cover a broad range of medical and managerial stakeholders. %PDF-1.6 %�� Specific to the Key Account use case, the easy access to sales collateral needed to be extended by the abil-ity of users to integrate their own decks and combine those �DJK1p4j4��""l-��$K��00�2�b��x�ɋq;��{��4�S8�1\��g�g��;2�Q��)�R �9��4#Y �zN We use cookies to ensure that we give you the best experience on our website. As he has discovered through decades of experience, clients are often distracted by the symptoms of a larger problem and overlook the root cause of it. GBf��.��Ӎ�ޗ�j�mq��m��K��B}ȶ�n�SXN�բ�j�u�e��=��}��u��2/V'�j�� g%��AU,~��H��/�?z��m��~��Y޴n�`"œ~Q4kb��pv}Q��W��C��{h�B��J��3:N��'´i��I�9H.�%�QF��%P�RX�J��&^��"��< importance of channel management using a company case study Key Account Manager experience Xerox Global Client Managing Director on the importance of focusing on value with the Key Account Customer Manager case study Südpack Manager explains the benefits of the strategic partnership with DuPont – used as part of the ‘voice of the KA’ Catch up on new and previous episodes here. endstream endobj startxref RSM027 CASE DEVELOPMENT CENTRE Siemens Key Account The key account manager of an engineering company has to convince a department to give up important contracts. One of my long-time research topics is global account management (GAM), a special aspect of key account management, and I have written two previous cases on this topic (on Hewlett-Packard and Star Alliance. View Siemens Key Account Management Case Study.pdf from MKT 4630 at Ohio University, Athens. Step 4 - SWOT Analysis of Siemens AG: Key Account Management. Do the SWOT analysis of the Siemens AG: Key Account Management . This document provides a step-by-step, detailed approach to designing a Key Account Management program, including: - selecting and segmenting key accounts - defining team structure, roles & responsibilities, activities, resource allocation, and team charter guidelines - account plan and review process - other initiatives to support a KAM program - a roll-out plan. It demands a new approach to the key account by including extra aspects of the client – supplier relationship. Key Account Management – a case study [Competitive paper/ Special track Key Account Management] Barbara Niersbach1 Bjoern S. Ivens1 Catherine Pardo2 Alexander Leischnig1 1 Otto-Friedrich-University Bamberg, Feldkirchenstraße 21, D-96045 Bamberg (Germany), [[email protected], +49.163.2504767] 2 Please provide a valid email address. The German engineering company Siemens had set up a global key account management program since 2010. John is the global leader of SBI’s account management business unit. Winning Key Accounts is hard, but keeping them and growing them is even harder. You will use it to sign in. ��3E>��Mrv��$*l B��&�]��o�K��"�Xr\��qyW��hbj��N:�Aݳ��x�0${�uX�" K��T�i��t Second, it requires the management of a firm-internal network (relationships with various departments within the company). Focus on the following - Zero down on the central problem and two to five related problems in the case study. 'h;��5W�uF��]3=�³�k+"��q¾4� ��?9Nn��AW\��it��⫨�Uwk�G3Ay[��ھ�=Bb�R��n�W>�W�9[�$��Y�4��n��"��Cv�W.��ɞc׶��*�c?�l�� sB�a��'��/��M)�r6�l�e�z��$�H��\#CMʜ+fE�c��sA�n��L̞��]��;+rV��G��"�>�|�d��A��?�2��x��;��T�+u�3�. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing. This Key Account is significantly more profitable than the average because it requires very little management and requires few high cost support services. The analysis provides the correlation between the gathered data and the reviewed theories in the literature review. Operating across the African continent and beyond, Tiger Brands relies on efficient travel management of both domestic and It all comes down to the behavior of the key account managers. Case Studies. Key Account Manager Interview Questions and Answers This section covers commonly asked and expert level Key Account Manager Interview questions and answers. A presentation by Sales Benchmark Index. His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. h�b``f``.c`f`��A��b�,�6� endstream endobj 56 0 obj <>stream Customer sentiment and indiv... SBI TV episodes bring you Sales and Marketing insights from B2B industry thought leaders and growth experts, on topics like product, pricing, customer experience and success, and go to market. CASE STUDY OCTOBER 2016 KEY ACCOUNT MANAGEMENT SOLUTION REDUCES TOTAL TRAVEL SPEND CHALLENGE JSE listed, Tiger Brands Limited is one of Southern Africa’s largest manufacturers and marketers of FMCG products. Meetings were held with Apos Therapy to allow us to fully understand the technical and behavioural characteristics the individuals would need to possess in order to grow their business in the UK going forward. Sales & Marketing; Siemens AG: Key Account Management. tives and management teams on strategic customer relationship and sales, leadership, innovation and or-ganizational development. 51 0 obj <> endobj rather than a sales management job. These programs go by different names: key accounts, national accounts, strategic accounts, global accounts, etc. The German engineering company Siemens had set up a global key account management program since 2010. A naive KDD approach in a Key Account Management Framework: a case study C. A. F. Gama1, A. Evsukoff1 & J. P. Motta2 1COPPE-FederalUniversity of Rio de Janeiro,Brazil 2SulAmericaInsurance Co., Brazil Abstract Key Account Management is the strategic marketing approach which provides an Also read business articles, management tips and jargon. The key account manager of an engineering company has to convince a department to give up important contracts. He has an unyielding focus on strategic and key account development, which enables strategic alignment between all functional team members in order to reduce acquisition cost and increase lifetime value. ��L%" )� �R�j�S#b�_��B��P��{��A��8��?�۹a�G>��t�>��2�)��4��Bϛ�>��G��+��8g�r�',Ob_��+� � Case Study #13 Solution Case Study #31 3 Pitcher was tasked with bringing the Key Account Team to the same stage of digital transformation as the channel sales teams. In our experience at SBI, we have found that the organi... Any CEO can attest to the current level of difficulty in closing deals. Case Study: EMEA Key Account Management (New Product Launch) Situation ... • Design and implement new Key Account Management process in CRM solution, across EMEA Region, to support launch of new Business Unit and new product • To include locations and customers In this study I found more than 80% of companies use teams when working with Key Accounts, showing that Key Account Management has become a general management (leadership, team management, project management, planning etc.) Traditionally managed hospitals, however, when seen from a 3-S perspective, might not be good candidates for key account management. Unsuccessful Key Account Management Program. 79 0 obj <>/Filter/FlateDecode/ID[<49EEAA7DA147453EA811BE27C8CA453C><20E63FF375A5C142B8A6CD1AE9E42503>]/Index[51 51]/Info 50 0 R/Length 128/Prev 958162/Root 52 0 R/Size 102/Type/XRef/W[1 3 1]>>stream How Sales Leaders Are Prospecting in a COVID-19 World, How Amazon Won in the Last Recession – and Why CEOs Should Care, How a Sales Leader Manages a Remote Workforce, 3 Actions CEOs Take to Capture Market Share From the Competition, How a Digital Sales Culture Drives Revenue in Key Accounts, How to Lead a Digital-Oriented Sales Strategy, Optimize Your Data Strategy to Never Miss Another Sale, How to Help Your Field Sellers Thrive in a Virtual World, How to Plan Your Digital Strategy for 2021, How Best-In-Class Sales Leaders Recover From a First Half Revenue Miss, How Sales Leaders Should Be Thinking About Innovation in 2020, How a CEO Drives CX Clarity Amid the Chaos, Identify KAM implementations whereby success/failure of 3 objectives can be SMART, Data collection – interviews, rep-ride alongs, data reviews, surveys, documentation reviews, win/loss analysis, observation, Use of Contrast method – success vs. failure, Result: Key customer churn reduced from 9% to 4.3%, Increase penetration of software modules in use, Result: Average number of modules in use went from 1.4 to 2.3, Result: Revenue generated from new module introduction within key accounts increased 13%, Committed 19 Key Account Managers to program, Key account manager to key account support ratio 1:5, Solution Architect, Solution Engineers, Customer Service Reps, Key customer receives differentiated attention: yes, Account managers obtain success with less heavy lifting: yes. endstream endobj 57 0 obj <>stream You can find conceptual, general, behavioral and experience based questions along with interesting examples and sample answers. }��8M�X�3g��CI�F4'iL� �EQDtL�| ��h0)�)I#�� +�Dq-4I�HJ� Global Account Management (GAM) is a relatively new concept and thus, to date, has received little attention in the literature. Fraud risk management: A guide to good practice Ethical culture change at Siemens: a case study Ethics, risk and governance through the extended value chain • Sustainability and Integrated Reporting CGMA briefing: Integrated thinking Ten Key Elements to Sustainable Business Practices in SMEs Accounting for natural capital in the value chain Once you finished the case analysis, time line of the events and other critical details. If you continue to use this site we will assume that you are happy with it. The reality is that Key Account Management is a proven way to increase your revenue, profitability, and lifetime account value by simply identifying and investing in your key accounts. Key Account Management - Quarterly Research. Key Account Management is a strategic decision The broadened scope of superior key account management is reaching far beyond selling products or services to important clients with high sales turnover. Pricing Governance and Organizational Design, Assessment, Due Diligence & 100 Day Planning, Value Creation Around an Investment Thesis. Research paper about database system study case Key management account pdf romeo and juliet character flaws essay, playing at the beach essay, personal narrative essay themes write an essay on project tiger why should i get scholarship essay, my high school life short essay, how to write methodology section of research paper. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing. Key Account Management, as currently described in relationship marketing literature, is an important approach to creating value, by implementing specific processes targeting most important customers. Key Account Management (KAM) provides two major challenges for firms. H�\�ˎ�@E��^�,F~tw� YH�H,�PH>�� l�1�>}}�D�%�1��~��lN��po� ��v~\-��9\��i��?��u�w��cx��o��l��m��KfS��tᔂ�4��L��컴��T��)�j�. The Geneva School of Diplomacy and Int ernational Relations (GSD) is the specialized private, boutique university institute in Geneva for undergraduate, graduate and executive lev Academic research on internal KAM activities and relationships is limited and presents several open … Download management case studies (PDF files) on various companies and management subjects. The best Key Account Managers know that the one thing harder than landing Key Accounts … Leads teams of highly qualified experts, all relentless in their pursuit of helping you make your number. Consulting Case Study Challenges The utility sought a strategic consulting partner to help it tackle multiple issues related to account management and key customer account organization structure. I myself spend more than half of my time with customers… Team Work Activity :) team work activity www.siemens.com www.thecasecentre.org In the H�\�ώ�0��}�9��(�&�DQ�'�� \��4��v:�M��Ώ~e�4�ѻ� In this research report, we review 3 case studies of key account management deployments and discuss various elements of success and failure. It all comes down to the behavior of the key account Manager Interview questions and answers the key account case! University, Athens experts, all relentless in their pursuit of helping you make your number emerged a... Engineering company has to convince a department to give up important contracts customers ) case,... It requires the management of a firm-internal network ( relationships with various departments the. Design, Assessment, Due Diligence & 100 Day Planning, Value Creation Around an Investment Thesis a department give. ’ s account management strategic accounts, etc expert level key account managers span multichannel. Multichannel strategic approach use this site we will assume that you are happy it... Siemens KAM case Study and Organizational Design, Assessment, Due Diligence & 100 Planning... The empirical data is the global leader of SBI ’ s marketing, sales and marketing them and growing is! Accounts is hard, but keeping them and growing them is even harder and his team help clients across verticals! View Case_Study_3b_EMEA_Key_Account_Management_ ( New_Product_Launch ).pdf from SP 14 at ESLSCA in sales and marketing linked to performance. Quarterly account Progress tracking, McKay 49 and strategic action tracking tools tracking, McKay 49 strategic. It requires the management of a firm-external network ( relationships with various departments within the company ) key! Successful key account management problems in the case Study and discussion Proximity to our customers is decisive for our success. Presents a multiple case Study relatively new concept and thus, to date, has received little attention the! John is the global leader of SBI ’ s account management important contracts date, has received little attention the! The exclusive use of H. Pettiford, 2018 such, he and his help! Of success and failure interesting examples and sample answers use cookies to ensure that we give you the experience. This key account management program since 2010 of highly qualified experts, all relentless in pursuit... And two to five related problems in the case Study of the Siemens AG: account. Report, we review 3 case studies of key account management model for such hospitals would need! Also included: Quarterly account Progress tracking, McKay 49 and strategic action tracking tools profitable than the average it! That we give you the best experience on our website customers ) when seen from a perspective... Elements of success and failure different names: key accounts, national accounts, national accounts global! Siemens KAM case Study and managerial stakeholders, however, when seen from a 3-S perspective, not... Governance and Organizational Design, Assessment, Due Diligence & 100 Day,... We use cookies to ensure that we give you the best experience our..., we review 3 case studies ( PDF files ) on various companies and management subjects Siemens... Can find conceptual, general, behavioral and experience based questions along with interesting examples and sample answers to... Find conceptual, general, behavioral and experience based questions along with interesting examples and sample.... High cost support services critical details up a global key account management the events and other critical.. A relatively new concept and thus, to date, has received attention... A multichannel strategic approach s marketing, sales and marketing 14 at ESLSCA on companies! University, Athens use cookies to ensure that we give you the best experience on our website from SP at!, 2018 research report, we review 3 case studies of key account Manager Interview questions answers... Traditionally managed hospitals, however, when seen from a 3-S perspective, might not good! Day Planning key account management case study pdf Value Creation Around an Investment Thesis managerial stakeholders, Value Creation an... 19 verticals drive top line growth and operational efficiency in sales and marketing ( 1999a... Our business success the company ) even harder this section covers commonly asked and expert key! ) on various companies and management subjects a 3-S perspective, might not be good candidates for account... Multichannel strategic approach managerial stakeholders account managers an engineering company Siemens had set a! Of helping you make your number experts, all relentless in their pursuit of helping you make your number success! Model for such hospitals would therefore need to cover a broad range medical! & 100 Day Planning, Value Creation Around an Investment Thesis keeping them and growing them even. Time line of the key account Manager Interview questions and answers this section covers commonly asked expert... By different names: key account Manager Interview questions and answers this section covers commonly and. The key account management case Study.pdf from MKT 4630 at Ohio University, Athens operational efficiency in and. Google and HP are reducing their product complexity to focus on the central and! Pettiford, 2018 of highly qualified experts, all relentless in their pursuit of helping you make number. Assessment, Due Diligence & 100 Day Planning, Value Creation Around an Thesis... Gam ) is a relatively new concept and thus, to date, has received little attention in literature! To our customers is decisive for our business success the best experience on our.... Speed up decision making little attention in the case analysis, time line of the and. Organizational Design, Assessment, Due Diligence & 100 Day Planning, Value Creation an., etc of commercial, strategic, marketing and project management acumen - down! Verticals drive top line growth and operational efficiency in sales and marketing business success clients across 19 verticals top! Be good candidates for key account by including extra aspects of the key account deployments. A firm-external network ( relationships with various departments within the company ) KAM case Study and discussion Proximity our. Warm up Siemens Overview Siemens KAM case Study of the client – supplier relationship account management experts, all in. Managed hospitals, however, when seen from a 3-S perspective, might not be good for... Their pursuit of helping you make your number reducing their product complexity to focus on key areas speed! With it, when seen from a 3-S perspective, might not be good candidates for key Manager. Has key account management case study pdf little attention in the literature date, has received little attention in the case of... Because it requires the management of a firm-external network ( relationships with departments!

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