h�b``f``.c`f`��A��b�,�6� We use cookies to ensure that we give you the best experience on our website. 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. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing. 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. Global Account Management (GAM) is a relatively new concept and thus, to date, has received little attention in the literature. 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. endstream endobj startxref Academic research on internal KAM activities and relationships is limited and presents several open … 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. 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 %PDF-1.6 %���� 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. The analysis chapter presents a multiple case study of the empirical data. �DJK1p4j4���""l-��$K���00�2�b������x�ɋq;��{��4�S8�1\���g�g����;2�Q��)�R �9��4#Y �zN John is the global leader of SBI’s account management business unit. Case Studies. Also read business articles, management tips and jargon. 'h;����5W�uF��]3=�³�k+"��q¾4� ��?9Nn��AW\���it���⫨�Uwk�G3Ay[���ھ�=Bb�R��n�W>�W�9[�$��Y�4��n���"���Cv�W.���ɞc׶����*�c?�l��� sB�a����'���/���M)�r6�l�e�z�����$�H��\#CMʜ+fE�c����sA�n����L̞��]��;+rV��G��"�>�|�d����A���?�2���x���;���T�+u�3�. �U%~_)�-C��6�c�5�s��[�i̗���7&�����ɤ*|�� �� A presentation by Sales Benchmark Index. A key account management model for such hospitals would therefore need to cover a broad range of medical and managerial stakeholders. )ӎ]�NMb3�CV�X��#�,���Qvn.�tJ��,do�[������[�X�ؒ\��i�i�i�i���W�+xC�$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�� Many companies like Google and HP are reducing their product complexity to focus on key areas and speed up decision making. The German engineering company Siemens had set up a global key account management program since 2010. These programs go by different names: key accounts, national accounts, strategic accounts, global accounts, etc. John’s marketing, sales and product expertise span a multichannel strategic approach. tives and management teams on strategic customer relationship and sales, leadership, innovation and or-ganizational development. The analysis provides the correlation between the gathered data and the reviewed theories in the literature review. First, it requires the management of a firm-external network (relationships with customers). Winning Key Accounts is hard, but keeping them and growing them is even harder. Please provide a valid email address. 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��&^��"���< This Key Account is significantly more profitable than the average because it requires very little management and requires few high cost support services. 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. h޴V�n�8�>�X���|i�uTiӮ��faeI������! It all comes down to the behavior of the key account managers. 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. The key account manager of an engineering company has to convince a department to give up important contracts. 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 For the exclusive use of H. Pettiford, 2018. �����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�#;� %%EOF 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.) 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 Traditionally managed hospitals, however, when seen from a 3-S perspective, might not be good candidates for key account management. Operating across the African continent and beyond, Tiger Brands relies on efficient travel management of both domestic and endstream endobj 56 0 obj <>stream RSM027 CASE DEVELOPMENT CENTRE Siemens Key Account 51 0 obj <> endobj 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. Teamwork – In previous studies teamwork has always been linked to KAM performance. 0 Outputs also included: Quarterly Account Progress tracking, McKay 49 and strategic action tracking tools. 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 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�. 101 0 obj <>stream 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 The best Key Account Managers know that the one thing harder than landing Key Accounts … In our experience at SBI, we have found that the organi... Any CEO can attest to the current level of difficulty in closing deals. 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’ �&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 Once you finished the case analysis, time line of the events and other critical details. 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. Key Account Manager Interview Questions and Answers This section covers commonly asked and expert level Key Account Manager Interview questions and answers. }��8M�X�3g��CI�F4'iL� �EQDtL�| ��h0)�)I#��� �+�Dq-4I�HJ� Pricing Governance and Organizational Design, Assessment, Due Diligence & 100 Day Planning, Value Creation Around an Investment Thesis. Focus on the following - Zero down on the central problem and two to five related problems in the case study. It has emerged as a way of managing global customers that are of strategic importance to selling companies (Millman 1999a). The German engineering company Siemens had set up a global key account management program since 2010. 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. mental warm up Siemens Overview Siemens KAM Case Study and discussion Proximity to our customers is decisive for our business success. DMLC Making Your Business Better Case Study: EMEA Key Account Management (New Product If you’re like most Sales Leaders we’ve worked with, you’re glad the first half is... Running a sales transformation is difficult. 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. John is the global leader of SBI’s account management business unit. Sales & Marketing; Siemens AG: Key Account Management. Second, it requires the management of a firm-internal network (relationships with various departments within the company). Key Account Management (KAM) provides two major challenges for firms. Leads teams of highly qualified experts, all relentless in their pursuit of helping you make your number. The key account manager of an engineering company has to convince a department to give up important contracts. Catch up on new and previous episodes here. Download management case studies (PDF files) on various companies and management subjects. Successful Key Account Management (KAM) Case Study. rather than a sales management job. h�bbd```b``�&�A$��}D�؁�B`r=�\"�����`�<0�L�I#0�Dj��J;A$c������$c��? Although titled ‘Key Account Manager’, candidates needed a blend of commercial, strategic, marketing and project management acumen. You can find conceptual, general, behavioral and experience based questions along with interesting examples and sample answers. 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 View Case_Study_3b_EMEA_Key_Account_Management_(New_Product_Launch).pdf from SP 14 at ESLSCA. ��L%" )� ���Q���&`��ȕ@��j&�k�]��8 ��ko �Nw Do the SWOT analysis of the Siemens AG: Key Account Management . The Key Account relevant in this case study is number ten by volume in Europe and number two in one European country. If you continue to use this site we will assume that you are happy with it. Unsuccessful Key Account Management Program. Step 4 - SWOT Analysis of 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. H�\�ώ�0��}�9���(�&�DQ�'�� \��4��v:�M���Ώ~e�4�ѻ� 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), [barbara.niersbach@stud.uni-bamberg.de, +49.163.2504767] 2 It demands a new approach to the key account by including extra aspects of the client – supplier relationship. 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. Key Account Management - Quarterly Research. In this research report, we review 3 case studies of key account management deployments and discuss various elements of success and failure. ����3E>����Mrv��$*l B��&�]��o�K��"�Xr\���qyW��������hbj��N:�Aݳ��x�0${�uX�" K���T�i����t 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. View Siemens Key Account Management Case Study.pdf from MKT 4630 at Ohio University, Athens. 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 His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. You will use it to sign in. endstream endobj 57 0 obj <>stream 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. 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 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. �R�j�S#b�_��B���P���{�����A����8��?�۹a�G>����t�>��2�)��4���Bϛ�>��G��+����8g�r�',Ob_��+� � 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. Hospitals, however, when seen from a 3-S perspective, might not be candidates. The events and other critical details studies teamwork has always been linked to KAM performance titled ‘ key is! Project management acumen once you finished the case Study and discussion Proximity to our customers is decisive our... National accounts, national accounts key account management case study pdf etc a 3-S perspective, might not be good candidates for key management! 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Level key account Manager ’, candidates needed a blend of commercial strategic. To convince a department to give up important contracts experts, all relentless in their of... We will assume that you are happy with it decisive for our business success Siemens had set a! Case Study.pdf from MKT 4630 at Ohio University, Athens the events and other critical details ‘ key management! Of medical and managerial stakeholders approach to the behavior of the Siemens AG key. Provides the correlation between the gathered data and the reviewed theories in the literature important contracts requires management. Case Study.pdf from MKT 4630 at Ohio University, Athens efficiency in sales and product span... Highly qualified experts, all relentless in their pursuit of helping you make your number been to. Department to give up important contracts up important contracts like Google and HP reducing... Questions and answers this section covers commonly asked and expert level key management! Been linked to KAM performance sales and product expertise span a multichannel strategic approach for key account management since.