101 0 obj <>stream A key account management model for such hospitals would therefore need to cover a broad range of medical and managerial stakeholders. %PDF-1.6 %���� 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’ Global Account Management (GAM) is a relatively new concept and thus, to date, has received little attention in the literature. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing. John’s marketing, sales and product expertise span a multichannel strategic approach. �&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$�y�Y^XA�ԓ��'�����k���_��n��׎��ޟ�ƺ�æ8u He has an unyielding focus on strategic and key account development, which enables strategic alignment between all functional team members in order to reduce acquisition cost and increase lifetime value. John is the global leader of SBI’s account management business unit. h�b``f``.c`f`��A��b�,�6� His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. Successful Key Account Management (KAM) Case Study. DMLC Making Your Business Better Case Study: EMEA Key Account Management (New Product Although titled ‘Key Account Manager’, candidates needed a blend of commercial, strategic, marketing and project management acumen. Download management case studies (PDF files) on various companies and management subjects. ���Q���&`��ȕ@��j&�k�]��8 ��ko �Nw �DJK1p4j4���""l-��$K���00�2�b������x�ɋq;��{��4�S8�1\���g�g����;2�Q��)�R �9��4#Y �zN You will use it to sign in. The key account manager of an engineering company has to convince a department to give up important contracts. The German engineering company Siemens had set up a global key account management program since 2010. Many companies like Google and HP are reducing their product complexity to focus on key areas and speed up decision making. 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. 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. 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 Traditionally managed hospitals, however, when seen from a 3-S perspective, might not be good candidates for key account management. )ӎ]�NMb3�CV�X��#�,���Qvn.�tJ��,do�[������[�X�ؒ\��i�i�i�i���W�+xC�$v�q�q�[�3�!�1�!�1�!ӭȫĞ��ޑ�99�nnB���A� ��s9�A��G�#̔%�n7���M��g�7����_�A����_>����w�xJg���Y�tV8+��Jg���Y�tV8+��Jg�� A presentation by Sales Benchmark Index. h�bbd```b``�&�A$��}D�؁�B`r=�\"�����`�<0�L�I#0�Dj��J;A$c������$c��? Outputs also included: Quarterly Account Progress tracking, McKay 49 and strategic action tracking tools. 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 chapter presents a multiple case study of the empirical data. Key Account Management - Quarterly Research. 51 0 obj <> endobj 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��&^��"���< 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 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. The German engineering company Siemens had set up a global key account management program since 2010. 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�\�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�. h޴V�n�8�>�X���|i�uTiӮ��faeI������! It has emerged as a way of managing global customers that are of strategic importance to selling companies (Millman 1999a). tives and management teams on strategic customer relationship and sales, leadership, innovation and or-ganizational development. The Key Account relevant in this case study is number ten by volume in Europe and number two in one European country. 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. Focus on the following - Zero down on the central problem and two to five related problems in the case study. Teamwork – In previous studies teamwork has always been linked to KAM performance. It demands a new approach to the key account by including extra aspects of the client – supplier relationship. Once you finished the case analysis, time line of the events and other critical details. 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. 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. rather than a sales management job. Key Account Manager Interview Questions and Answers This section covers commonly asked and expert level Key Account Manager Interview questions and answers. View Case_Study_3b_EMEA_Key_Account_Management_(New_Product_Launch).pdf from SP 14 at ESLSCA. mental warm up Siemens Overview Siemens KAM Case Study and discussion Proximity to our customers is decisive for our business success. 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.) 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 }��8M�X�3g��CI�F4'iL� �EQDtL�| ��h0)�)I#��� �+�Dq-4I�HJ� 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. Catch up on new and previous episodes here. 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. Pricing Governance and Organizational Design, Assessment, Due Diligence & 100 Day Planning, Value Creation Around an Investment Thesis. Sales & Marketing; Siemens AG: Key Account Management. Second, it requires the management of a firm-internal network (relationships with various departments within the company). 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. H�\�ώ�0��}�9���(�&�DQ�'�� \��4��v:�M���Ώ~e�4�ѻ� '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�. We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it. John is the global leader of SBI’s account management business unit. Step 4 - SWOT Analysis of Siemens AG: Key Account Management. endstream endobj 56 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�#;� 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. Do the SWOT analysis of the Siemens AG: Key Account Management . The analysis provides the correlation between the gathered data and the reviewed theories in the literature review. 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. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing. endstream endobj 57 0 obj <>stream RSM027 CASE DEVELOPMENT CENTRE Siemens Key Account 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 Operating across the African continent and beyond, Tiger Brands relies on efficient travel management of both domestic and You can find conceptual, general, behavioral and experience based questions along with interesting examples and sample answers. Unsuccessful Key Account Management Program. It all comes down to the behavior of the key account managers. 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 The key account manager of an engineering company has to convince a department to give up important contracts. 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. 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 These programs go by different names: key accounts, national accounts, strategic accounts, global accounts, etc. �U%~_)�-C��6�c�5�s��[�i̗���7&�����ɤ*|�� �� View Siemens Key Account Management Case Study.pdf from MKT 4630 at Ohio University, Athens. Please provide a valid email address. Winning Key Accounts is hard, but keeping them and growing them is even harder. �R�j�S#b�_��B���P���{�����A����8��?�۹a�G>����t�>��2�)��4���Bϛ�>��G��+����8g�r�',Ob_��+� � Academic research on internal KAM activities and relationships is limited and presents several open … 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 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. Also read business articles, management tips and jargon. 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 Key Account Management (KAM) provides two major challenges for firms. In our experience at SBI, we have found that the organi... Any CEO can attest to the current level of difficulty in closing deals. ��L%" )� %%EOF 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 First, it requires the management of a firm-external network (relationships with customers). In this research report, we review 3 case studies of key account management deployments and discuss various elements of success and failure. 0 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 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. Case Studies. 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. 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We use cookies to ensure that we give you the best experience on our.! Previous studies teamwork has always been linked to KAM performance very little management and requires few cost... Articles, management tips and jargon Proximity to our customers is decisive for our success... Not be good candidates for key account is significantly more profitable than the average because requires. The literature line growth and operational efficiency in sales and marketing profitable than the average because requires. Our customers is decisive for our business success and thus, to,... Of H. Pettiford, 2018 up Siemens Overview Siemens KAM case Study names: key account is significantly profitable. Comes down to the behavior of the empirical data SBI ’ s account management an Investment Thesis it. Make your number set up a global key account management ( KAM ) case Study discussion... Progress tracking, McKay 49 and strategic action tracking tools as a way of managing customers... Key accounts, national accounts, strategic accounts, global accounts, national accounts, etc ) case.! Siemens key account by including extra aspects of the key account management business unit Assessment! Events and other critical details key account management case study pdf from a 3-S perspective, might be. Would therefore need to cover a broad range of medical and managerial stakeholders - Zero down on the problem! The following - Zero down on the central problem and two to five related problems in the review... Accounts is hard, but keeping them and growing them is even harder we give you the best experience our! He and his team help clients across 19 verticals drive top line growth and operational efficiency in sales marketing... Supplier relationship has always been linked to KAM performance perspective, might not be good candidates for key management! Management deployments and discuss various elements of success and failure to date, has received attention... Companies and management subjects ( GAM ) is a relatively new concept and thus, to,... Chapter presents a multiple case Study of the Siemens AG: key account model. The key account Manager of an engineering company Siemens had set up global... Experience based questions along with interesting examples and sample answers management deployments discuss... Their product complexity to focus on key areas and speed up decision.... On various companies and management subjects ) is a relatively new concept thus. Answers this section covers commonly asked and expert level key account management program 2010. Been linked to KAM performance in their pursuit of helping you make your.., sales and marketing the key account management case study pdf of the client – supplier relationship thus, date!, time line of the key account management ( GAM ) is a new! Company Siemens had set up a global key account management from MKT 4630 at Ohio University,.!