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KAM in the Pharmaceutical industry | In the first part of this article, we discussed the different types of strategic accounts you can encounter in the pharmaceutical industry, detailing the 5 key success factors for your KAM strategy.Today, we are going to dig deeper into the distinct steps of a successful Key Account Management plan. sales mission statement . 119 0 obj <>/Encrypt 101 0 R/Filter/FlateDecode/ID[<83FD070CBCF948379B1C7C3DD23091E2><178D65A8DA95E24E8B8819FBB448D043>]/Index[100 29]/Info 99 0 R/Length 93/Prev 350963/Root 102 0 R/Size 129/Type/XRef/W[1 2 1]>>stream People at large companies bandy about the terms "key account management" and "strategic account management" in conversation every day. 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While all customers are valuable, not all customers can … KEY ACCOUNT PLAN TEMPLATE INSTRUCTIONS: Document a pro-active strategic account plan for each of your key accounts by applying the 4-step account management process. • A strategic account manager (also called a major account manager, key account manager, national/global account manager) is the guardian of the strategic customer relationship, orchestrating the deployment of corporate-wide resources to provide comprehensive products, services, and solutions to the strategic account. 100 0 obj <> endobj If your growth strategy and your corporate strategy are linked together, it is obvious that senior management is highly involved in driving the key account strategy … This programme is designed to provide a conceptual framework for implementing a strategic … Caring About Key Account Management �?X�O����=��\��R�Er��C/�u��� ?0J��5.��dO.���]/]�p�Rr|AD�Ϻ��\$��5�Lۑ�P�����+�/>���@�J���M≊v�*�dA)j��v�0�j�x4�D#j�' �:I�[�S.�v ����q2 �\�q;�‡~/L3m��ܝG;�$�'�Bq�Ս6>�\$�q����V��a45��lȑ6�?¯��<}�#��u�s���Z� When done right, it is a cross-functional effort to define and create value jointly with major customers. �t�M��y�uL}����|�b:�Ż�P h�wy?�NU��ʆ�PT^� �͐� ЃO�-@N-D.���BE.��3O�a3N"̳�d��0A�( ���Q$��VvOp҆�hSK�c�z~�De���Y�����o(M�֛\❥"�3�ujXh�S��YovBr1���cV��U����A�6^�y5�p�ÙЛ�~��NRa��>Jp5?�"j�a�9FG����"w�m6�'ݏ�b��� B͘���t�1�z��Q�{�s����շP%|�*�����@��6�?z/h_�r]���݁�����`�rq.8S�N�����#�2�,�Eva�A�(�*��c���v�yj$�P�G�*�*�P8r��ti��d�ⶦ�c���n�j���M���oq�?�N��gn%ݝ ��^|�NƔ�0�x0�z1rG��]d2���D_��zu�nm�3M�Ü�8��(O�ϥnR1 ʃX�=TT��1�Ⱥ��A��gߍ��f���2�s��9�PPr96��R�|v�kF�F)����o�*���ľ=P�����_g�:��k�'=���>y��x� ��m8�>�����ix��d���Jئe��b�~�pe���6���"�$��G�S����߇ ���/z}�2.��V���.�2X��`�lK� ��=:.Z6?c�ַ�|��=� strategies . Key Account Management means different things to different people. endstream endobj startxref Within key account management, the biggest challenge from large customers is the intensifying pressure … %PDF-1.6 %���� The ultimate purpose of KAM is to develop long-term, mutually beneficial relationships with specific businesses in order to meet strategic … Set the Account Strategy While complex, these integrated networks are ripe with opportunities for those manufacturers that can evolve quickly to capitalize on these key accounts… accounts which will drive the key account relationship towards integrated key account management relationships. Key Account Planning & Management require strategic thinking. Argues that key account management (KAM) in industrial and business-to-business markets has its roots in sales management where it has long been recognized that customers of strategic … 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. %PDF-1.6 %���� 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 … Key account management is a culture and not only a sales medium!« Heiko Folgmann, executive vice president Europe East and International KAM program sponsor »The St. Gallen key account management … This plan will enable you to strategize, plan and execute by identifying all Fundamentals of Selling concepts to effectively grow this key account with the key … To achieve KAM success, it is also necessary to come up with a … and sales . As we stated previously, key account management is the approach a company or salesperson takes to manage and grow an organization’s most important accounts. ;��q# o1��ï`�yUX:n3,]�:(E�����ӫuD� Y��]��x/�c�����u���) The Account Management Dashboard This is the machinery you need to make strangers into customers, and customers into happy, long-term customers. along with the customer! Define what key accounts are. h�bbd``b`���C�`� �$X%@D �`��A�.���[b���w�p�$�.�d���O#������Ls M�C It’s imperative to know and understand the customer’s short term … Know the Players inside the Strategic Account. endstream endobj 101 0 obj <>>>/EncryptMetadata false/Filter/Standard/Length 128/O(�6�Sb��V���2�ƥ��\r����.A���o��)/P -1564/R 4/StmF/StdCF/StrF/StdCF/U(T�֜KIj�0����s9ķ�M@��z#v�d�_)/V 4>> endobj 102 0 obj <>>> endobj 103 0 obj <>/ExtGState<>/Font<>/ProcSet[/PDF/Text]/Properties<>>>>>/Rotate 0/TrimBox[0.0 0.0 595.276 841.89]/Type/Page>> endobj 104 0 obj <>stream This management plan gives you the benefit to check if … Best Practices in Key Account Management JS5990. Lynnette Ryall(2007) proposed a framework to suggest strategies a supplier would design to allocate resources to key accounts based on their attractiveness and supplier’s strengths dealing with the key accounts. Page 5. How to implement a Key Account Management … Scribd is the world's largest social reading and publishing site. rather than a sales management … Key Account Management (KAM) is an innovative approach used by business-to-business suppliers to manage customer relationships; however, it can end up a massive flop if not effectively implemented. :}8I҅��۶jNϊ�ӳ>a0h���2����c�����Z�X�u�2_����~����`�=�X��9Е��*��5��s��~_@���s�bH�(_�4L&�-�X��� traditional account management strategies to effectively prove their value proposition and create mutually beneficial B2B relationships. At least once a year we need to look beyond dollar numbers, relationships and activities to think about our Key Accounts process.A good deal of frameworks are mentioned in the book “Key Account Management … Portfolio vis-à-vis profits. Search Search You … 147 0 obj <>stream These programs go by different names: key accounts, national accounts, strategic accounts, global accounts… Tags account management strategy, client lifecycle, clients, planning, strategic planning, strategy h�b```�:V�c� ��ea�hh`8�9�GJ�F��q�> �ٿ�K3�1U�ý�� ��~�O���S�^�~��\�ap"���������:�D�X �c`�k���X$�t� �`ӿ�� b�?D���"9 B8�.�d8p?g�2�u�t�D)>�#Q.� 0 As such it addresses a range of issues concerned with key/strategic account management … tions committed to strategic and key account management excellence forms the basis for this book, and the flow of topics and examples engages readers in a journey rich with insights, practical … :d�R;���`ž� 12 Mastering Account Management … Key account managers can play a critical role in helping major customers buy business value rather than “piece parts.” The core themes of KAM, however, apply across all industries—especially the need to impose discipline in the management of customer relationships. Other industries … This valuable map is a key … This requires a clear key account strategy and a different understanding of what can bring superior value to the customer. concepts of relationship management, key account management, key accounts, key account teams, key account managers and involvement from top management that were identified as important … The 7 Habits of Highly Effective Strategic Account Managers Blog. 128 0 obj <>/Filter/FlateDecode/ID[<7ADE39A32DCC7147A2F7A73705ACC334><6926574C2500C247BCBB7689E09A9966>]/Index[108 40]/Info 107 0 R/Length 105/Prev 663069/Root 109 0 R/Size 148/Type/XRef/W[1 3 1]>>stream … Strategic key account management leaves no choice: There is no other way to achieve your growth strategy than through an aligned, commercial organization. We need a simple . (�2�)���6ԣ��&�����_�6�W��{h�}8 Se Every business decision needs to be weighed and analyzed for its ability … Customer’s Goal and Objectives. �@��+)]tɰ`*�zM����4�x��p�3p��BD> �G� endstream endobj startxref ��LB�3�*\lD1��I�)��ĺ��^��n�ԡ���e�[N!�d��E��%䐹���έ4�A�\�aW��L��p��9. hެWmS�8��4s_ڹ�$ˎ=�a& ����r�|����ة�P诿�l��8�#�m����yVb< �0K�#�ejN���!�X�r�w��X{�qjZ��W逛�X� e%\�6�m�V�96⸞�D0��K�F�Æ'��ݎ�Ԅ0�B�GC��L����'�'�s��]�W��Xu��G?B�韔T��l�l�m��|��B����U<6�/p8! A Strategy Alignment Map is a visual representation that documents your customer’s key business goals and initiatives, aligns these strategic initiatives with key stakeholders and aligns your capabilities accordingly. Strategic account management doesn’t happen by accident – it’s made up of formalized, repeatable, and measurable processes. 108 0 obj <> endobj Nothing will put a strategic account at greater risk … 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. This paper has been written to set out the approach to the development of increased business with Key/Strategic customers recommended by the KAM Group. Key account management is not just about sales or quarterly results. �Y���@ ��4�w��� 0K�8RS��R�N�#~��&7��. 128 0 obj <>stream h�bbd```b``6�� ���d�"�A$�Y�"�,A$k�d���g�ٺ`��" �w�d������@�p���`{iN�g`�� � W ��Y�����N�k�R'���v����K���ӐO�K�$a]{D;���cְ\�c��gF�h,:/��(ne��^�@'Ӝh�2 �������.� Bj1pTҰ� ��H ��m���:�� 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.) It is not just about your key account team dealing with the usual buyers. These retailing changes have made the traditional key account management playbook obsolete. Ask 10 people to define what these are, or to tell you what the criteria are for an account to be named a "key" account… %%EOF It all comes down to the behavior of the key account managers. %%EOF “The keys to effective strategic account planning” is a best-practice model Performance Methods, Inc., has developed from our extensive client work in the strategic account management area, as well as our affiliation with the Strategic Account Management … so that the army is marching in step … individual account strategies … A strategic account management plan is a good way to establish and fortify a relationship with your business partners, affiliates, or customers. Pssst… The Book will give you access to spreadsheet templates and other tools. To check if … Key account team dealing with the usual buyers you the benefit to check …... Increased business with Key/Strategic account management … Key account team dealing with usual... 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