KeyAccountManagement-SalesPlan&SalesManagement：关键客户管理销售计划和销售管理.ppt

Key Account Management,Marketing and Sales Excellence,Team Mission:Deliver “World Class” Key Account & Territory Management,,,,,Operating model relationship overview,Key Account Manager,,Customer,Competition,Government,Technical Support.,Market Research,Marketing,Product Mgmt,General Mgmt,Sales Mgmt,Territory Mgmt,Sales Support,Product Development,Supply Chain,Human Resources,Finance,,,,,,,,,Regional Mgmt,,,,Trade Shows Publications Promotion Material,Visits Internet Phone/Fax,Distribution,,,,,,,BizDev,,Partners,Market Factors,Key Account Management - best practice actions,Rank accounts on “Improvement Potential” index Re-deploy resources to highest potential channels/accounts Target category management efforts to accounts with “capability”,Understand account requirements/ needs/ capabilities Plan account actions to “fix” problem P&L line items Target account goals/ accountability for profit improvement Match strategy to “improvement” potential,Include customer in account planning process Develop both internal and customer targets Tie actions/events to improvement opportunities,Monitor performance against tactical plan Hold account team members accountable,Tie account team incentives to customer metrics Reflect “balanced scorecard” in account metrics,,,,Territory Key Accounts,,Regional Key Accounts,National Key Accounts,Global Key Accounts,,,A model for identifying and rolling-up Key Accounts,,,,Key Account Management Process diagrams,Objective,The principle objective of Key Account Management is to provide the following benefits to the Sales Organization and Customer…,,MARKETING AND SALESImproved customer insight Understanding of customer needs Understanding of usage patterns Better product knowledge Better access to marketing material Better competitor information Improved performance information Measurable goals Link between Business Plan strategy and customer strategy,,CUSTOMERBetter product information Better information on services Better understanding of reimbursement Better product benefits knowledge Ability to raise individual profile Increased end users Provide resource input,,,,Process Overview,Level 1,2 Key Account Management,3 Territory Management,4 Management Reporting,,,,,,,,,5 KAM Management and Administration,1 - Analyze and Classify Customers,1 - Analyze and Classify Customers,Level 2,,,,,,1.1 Identify/Add Customer/ Modify,1.2 Analyze Customer Details,1.3 Segment Customers,,,,1.4 Validate,,,,1.5 Identify Key Accounts,,3.3 Review Performance,,,,KA?,Non KAs,KAs,3.1 Plan Call Activity,,2.1 Profile Account,1.1 - Identify/Add Customer,Level 3,,1.1.4 Determine whether to add,,,,,,Add?,No,Yes,Reject Customer,,1.2.1 Enter Data,,,,,1.1.5 Management Confirmation,,,BUT REMEMBER…The templates are only part of the story. What you put in them is also VERY IMPORTANT. Some may say, even more so. This is why, as a subscription member, we also provide you with the tools below to help guarantee your success.IDEAS Creative ideas generator Procrastination killerDATA Market research Industry intelligence Competitive analysisCOLLABORATE Project management Online help & support Team ManagementNobody else provides you with such a comprehensive package to ensure your success and ultimately improve your career rewards and status.,THIS IS ONLY A PARTIAL VIEW OF THE FULL DOCUMENT. THE REMAINING PAGES ARE INTENTIONALLY NOT SHOWN. THEY ARE ONLY AVAILABLE TO SHORT TERM AND LONG TERM SUBSCRIPTION MEMBERS AFTER LOGIN IN THE MEMBERS DOWNLOAD AREA.,Recent Study: Most Employees Are Only Average at Critical Thinking,A new survey by the American Management Association found that employees are lacking in key analytical skills, which are increasingly important for businesses to remain competitive.When it comes to analytical skills such as communication, collaboration, creativity, and problem solving, business managers and executives rate a majority of their employees as mediocre at best, according to a new survey by the American Management Association.The Critical Skills Survey, which polled 768 managers and executives, found that employers rated most of their employees as either average or below average in communication skills (62 percent), creativity (61 percent), collaboration (52 percent), and critical thinking (49 percent).Three-quarters of respondents also reported that these skills will only become more important as the workplace continues to change and expand globally.SOLVED BY OUR TEMPLATES & CREATIVITY TOOLS.,Five Reasons That Business Teams Fail (Source: Inc),Business teams are assembled to tackle a task, manage a project, find solutions or create plans. Team members are chosen based on individual expertise, experience, knowledge and the ability to plan strategically. Putting together the perfect team does not automatically ensure success. Several studies have shown the failure rate to be 70%. Teams fail for a variety of reasons. Undefined Roles - It is important to clearly define the role of each team member, and to lay out the expectations for each role, along with the responsibility each role has to the task. Poor Dynamics - Team members need to interact in a productive way. Though each member may be an expert in his field, he also needs to be good at communicating with fellow team members. Team members must feel a loyalty to the team as well as to each other. Lack of Vision - Without understanding the purpose and goal for the team, members will quickly lose enthusiasm and motivation. Time Management - A team may have the perfect plan to reach its goal, but unless it can manage the time needed to put the plan into action, failure will occur. Incorrect Analysis - A business solution is usually based on market data or other analysis and is therefore only as good as that data or analysis. Poor market research or industry analysis will cause the team to fail in its mission not because team members are inefficient, but because the conclusions and recommendations were based on bad data.SOLVED BY OUR PROJECT MANAGEMENT AND MARKET RESEARCH AND INTELLIGENCE TOOLS.,。