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Global Account Management Reloaded (GAM meets Sales 3.0) GSSI 2009 Conference – Clermont-Ferrand

Global Account Management Reloaded (GAM meets Sales 3.0) GSSI 2009 Conference – Clermont-Ferrand. Global Account Management: unchanged?. Web 2.0 Entreprise 2.0. Sales 3.0. GAM X .0?. Individualism and tribalism Conversations Complex trust mechanisms. Consultative Collaborative

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Global Account Management Reloaded (GAM meets Sales 3.0) GSSI 2009 Conference – Clermont-Ferrand

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  1. Global Account Management Reloaded(GAM meets Sales 3.0)GSSI 2009 Conference – Clermont-Ferrand

  2. Global Account Management: unchanged? Web 2.0 Entreprise 2.0 Sales 3.0 GAM X.0? • Individualism and tribalism • Conversations • Complex trust mechanisms • Consultative • Collaborative • Transactional and relational • ??? • ??? • ???

  3. GAM reality evolution Customer selection GAM teams & skills Methodology Technology for GAM Success metrics

  4. Evolving definition of “Global Client” Used to be defined by; well defined unified needs centralized decision making prevailing HQ will …. Now tends to be; global but diverse ambiguous a balance between HQs and geographies

  5. Client segmentation matrix Example for an intellectual services supplier Potential(growth, prestige) Development Clients Star Clients • Controled investment for development - Invest for expansion ofrelationship and scope Dilemna Clients High Value Clients • Limit costs • Potential replacement strategy - Manage for retention and profitability Value (revenue, relationship)

  6. Multi-level segmentation Apply segmentation to Global, Regional,and Local level Forces a dialog Makes differences in analysis visible and rational Helps manage ambiguity Differentiate true Global Accountsfrom multi-national development accounts

  7. GAM team and skills GA Lead as a multiculturalentrepreneur Networker and influencer Politically astute At ease with ambiguity Virtual team manager GA team member skills Collaborative approach Multicultural flexibility Networking and influencing

  8. GAM methodology Advanced Virtual teammanagement techniques Global Service Standard Global Account Plan Including a specific networking and bizdev plan

  9. Technology for GAM Leverage Web 2.0 tools Portal for knowledge sharing Adequate processautomation

  10. GAM success metrics No leniency on figures Revenue, margin Take care of people Team dynamic Personal development Push your offer Strategic delivery to each GA? A good GA balanced score card shouldcover the following areas

  11. Global Account Management Reloaded Web 2.0 Entreprise 2.0 Sales 3.0 GAM Reloaded • Extended definition of global • Networking with clients • Truly multicultural team • Advanced performance management • Individualism and tribalism • Conversations • Complex trust mechanisms • Consultative • Collaborative • Transactional and relational

  12. Thank You!Olivier RiviereMmd, General Manager, Poland & Baltic StatesAuthor, speaker, and coach on Marketing and Communications”MARKETING LIGHTHOUSE”olivier.riviere@mmdcee.com+48 693 837 6106Skype: olivierriviere7808

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