Strategic Account Management (SAM)

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Strategic Account Management (SAM)

  1. 1. Executive   Program     Strategic Account Management (SAM) 2 Days Advanced Executive Program     12-13 October 2009 InterContinental Jakarta Midplaza Hotel     Introduction   What is Strategic Account Management? A strategic account manager (also titled 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 product, service and solutions to the strategic account. This position is overseen by a VP / director of strategic accounts (also titled manager of strategic accounts, VP of sales) and senior executive sponsors, all of whom support and empower the strategic account manager in their respective roles. Other support personnel may include technical administration, marketing or legal support. Today, strategic account management is practiced on the national, regional, multinational and global levels according to seller and buyer organizational characteristics and operational behavior. The practice of strategic account management is now a profession, an ongoing focus of academic study and a matter of keen practical interest to companies seeking to survive current economic conditions, achieve competitive advantage and create future growth. Above all, companies are striving to preserve those customer relationships that are of strategic importance to their firm's future financial health. Installing a comprehensive strategic account management approach within a company requires significant financial investment, long-term focus and multi-functional capabilities along with substantial restructuring of the sales organization. Critical success factors for SAM include organizational alignment, senior management commitment, processes and systems for communications and knowledge management, selecting strategic accounts, account planning, relationship and program metrics and the potential to realize the benefits of a mutually profitable strategic account relationship. Why do you need Strategic Account Management? According to latest survey report 2008, Strategic Account Management (SAM) can help your company in: • SAM is a growth engine. Whether at the high side of the business cycle or the low, the survey clearly indicated substantially higher organic growth realized by strategic accounts. To be more specific, 70 percent of program directors, senior executives and functional support professionals reported that their strategic accounts grew faster than non-strategic accounts in the fiscal year. Strategic accounts increased revenue by an average of 18 percent versus 9 percent for all other accounts. • SAM brings higher customer satisfaction and loyalty, both of which are particularly relevant to keep or increase market share and growth in a slow economy. Even if business is diminished with a strategic customer, in many cases the SAM will be able to build share and co-create with the account, thereby maintaining the same (or close to the same) growth rate in a down economy. • When times are tough, business enterprises tend to require ever-higher expectations for immediate, tangible benefits on new projects and initiatives before investing in them. As a result, productivity-enhancing projects become more numerous and drown out investments in new capacities. Cost control frequently supersedes growth. Again, the SAM is ideally positioned to shift the portfolio of offerings toward productivity solutions because of the SAM’s intimacy with the account, strategic knowledge of the account and wealth of relationships developed through the years at the account. 1   
  2. 2.   Program Objectives What You Can Expect When markets are demanding and growth targets are tough you need to be confident that your resources are best allocated to grow and sustain the future profitability of your business. This practical workshop will enable you to be your own business-doctor, applying simple planning and operational models that will help you to develop and implementing a sucessful Strategic Account Management in your organization: • Understand the purpose, benefits, requirements and implications of SAM • Determine how SAM fits into the business strategy • Appreciate what a fully implemented SAM strategy will feel like • Examine the obstacles to SAM within the business • Identify the changes required to overcome these obstacles • Understand how to develop and implement SAM account plans • Determine the priority systems changes relevant to your business strategies How will my Organization Benefit? PT. Husin Intelligence Group Executive Programs are a significant investment for both you and your organization. Going far beyond the basic transmission of skills and theories, each program provides applicable lessons that can be implemented successfully within your organization. You will acquire a fresh perspective on global business from our groundbreaking program, international-renowned trainer. While individual executives also are encouraged to attend, companies sending teams of four to eight executives will gain the most from this intensive program. Participant Mix Who will attend The Strategic Account Management Program is designed specifically for directors, senior managers, managers with responsibility for ensuring profitable relationships with the most important customers. Appropriate titles include, but are not limited to: • Sales/Marketing Directors • Sales/Marketing VP, GM, Senior Managers • Strategic Account Manager • Major Account Manager • Key Account Manager • Category Manager • Trade Category Manager • Trade Marketing Manager • National Account Manager • Global Account Manager Trainer Bryan Foss MIoD MBA FCIM FBCS CEng CDipAF MIDM CITP DipM Visiting Professor of B2B Marketing at University of the West of England Non-Executive Director, Independent Board Advisor and Business Author Bryan is an independent non-executive director (NED) and board level advisor for several companies. The bulk of Bryan’s professional career was spent with IBM, arguably the best management, marketing and sales organisation in the world for sustained performance over a period of many years. Since 2005 Bryan has developed a portfolio of commercial (enterprise and SME), public sector and charitable non-executive board roles and advisory positions including membership of the IDM B2B Council alongside executives of leading companies including Google, Paypal, Oracle and Ogilvy. While his work has covered all aspects of commercial and personal financial services, he also has extensive experience related to telecoms, retail, FMCG and public sector transformation. 2   
  3. 3. Bryan’s work with University of the West England (Bristol Business School) will support the school’s strategy of encouraging and supporting lifelong professional and executive learning. Bryan's initial focus areas for research, development and writing already include Enterprise Marketing, Key Account Management, Customer and Stakeholder- focused Dialogue, Complex IT system and data deployments, Information Security Management, Organisational Transformation and all aspects of associated Board Governance. Some of Bryan’s current position: • Visiting Professor of B2B Marketing at University of the West of England • Board Advisor at The Wellness Fund • Non Executive Director at Customer Essential Limited • Retained Board Advisor at The Halo Works • Business to Business Advisory Council Member at Institute of Direct Marketing. • Non-Executive Director and Audit Committee member of the Government Office for the South East Prior to his global cross-cultural market management and solution development and delivery role, Bryan was responsible for IBM's business relationship with the Prudential Corporation, world-wide. Previous experience in financial services also included a similar period working as IBM's technical management contact with American Express Card and Travel services, supporting all non-US business operations. Other major clients have included Shell, Esso, Unilever, Guinness, London Electricity Board and the Wellcome Foundation. Before joining IBM late in 1978, Bryan held responsibility for primary marketing and financial systems in Nestle UK (including Findus, Chambourcy and L’Oreal at that time), and before that at Gateway Foodmarkets (now Somerfield) and S&H Pink Stamps (an early loyalty scheme competing with Green Shield). Bryan's qualifications include an Executive MBA from London City University Business School focused on cross-cultural business management and financial services marketing & CRM, Chartered Marketer and Fellow of the Chartered Institute of Marketing (CFCIM), Post Graduate Diploma in Marketing (DipM), Member of the Institute of Direct Marketing (MIDM), Chartered Engineer (C Eng. Information Systems), Fellow of the British Computer Society (FBCS) and Chartered IT Professional (CITP), with Certified Diploma in Accounting and Finance (C Dip AF. Certified Accountants). Bryan is a Freeman of the City of London and member of the Marketors Livery Company, he has represented IBM on the Management School advisory boards of London City University and Surrey University and is currently a member of the Court of Surrey University and of the Institute of Direct Marketing (IDM) Business-to- Business Advisory Council. Most recently Bryan has completed the IoD Certificate and Diploma in Company Direction and has qualified as a Member of the Institute of Directors (MIoD). Bryan Foss’ Books A frequent presenter at conferences in the UK and worldwide , He has written numerous online and journal articles related to marketing best practices and co-authored six Kogan Page business books with Professor Merlin Stone. With worldwide availability a number of these books have been translated into multiple languages, including Chinese. Some of Bryan Foss’ Clients • HSBC Bank In China, Brazil, UK • Sumitomo Mitsui Banking Corporation • Citigroup In China and Singapore • Shenzen Development Bank • Bank of China • Industrial & Commercial Bank of China 3   
  4. 4. • China Life Insurance • Maybank, Malaysia • United Overseas Bank, Singapore • Hua Nan Financial Holdings (HNCB), Taiwan • ICICI Bank India • Siam Commercial Bank, Thailand • Bank of Asia, Thailand (then part of ABN Amro) • Various Japanese Banks • Tata Consulting Services • SAS Corporation • Tokio Marine Europe Insurance Limited • British Petroleum • British Sky Broadcasting • Opal Telecom (B2B telecoms) • Wellness Fund • Callidus Software (Compensation Management) • UK Department for Work and Pensions • HRG (Hogg Robinson Group) – Corp Travel Services • Insight Marketing Limited (Key Account Management) • Eon Energy • Reed Elsevier (Publisher) • LexisNexis (Publisher) • John Moores Enterprises • WCL • Applied Living Technologies (Mobile Research) • B2B Partnerships • Concep Global (Global Digital Marketing) • Customer Essential (Customer Management Consulting) • The Halo Works (Market Research) • Inalytics (Investment Management) • Earthshine (Eco Supply Chain) • Nationwide Financial Services • Q Know Technologies (SAM Software) • New Point Consulting (Supply Chain) • Scottwindows Investment and Pension Company • NEON Enterprise Data Management • Empathy Corp (Customer Experience Measurement)   Selected Testimonials “Bryan has been a mentor to me in my sales & marketing career for the past decade and has excellent judgment. He's also one of the nicest people I know in business!” Ardi Kolah, CEO, Guru in a Bottle Ltd. (top 50 gurus in the world on marketing alongside Philip Kotler, Seth Godin, Malcolm Gladwell, Martin Lindstrom, Don Peppers and Sergio Zyman) “Bryan is a clear, logical and creative thinker. Precise and detailed in his business dealings and always a pleasure to work with and talk to. A vast range of experience, always ready to help and advise.” Steve Cook , Managing Director and Shareholder , Market Location Ltd. “Bryan has provided excellent support and guidance at board level on a number of strategic issues, coupled with his contacts and approach has made a very positive contribution to the MPOLLS start up venture. Asit Sharma, CEO & Founder Applied Living Technologies “Bryan is a person which every organisation needs. He leads entirely by example and his depth of knowledge and care show in every communication and action he takes. He has an expert knowledge in the key areas of customer relationships and building alliances. He uses this knowledge generously and well. Without Bryan we would not be where we are today. Alison Bond , Director , The Halo Works “Bryan is a board advisor and non-exec director of great accomplishment. He brings practical knowledge of marketing, information technology, operations and finance. He works closely with the board to make sure he has a full grasp of the company’s issues. Bryan is skillful at providing the executive members of the board with advice they can use. For me, Bryan's counsel and encouragement have been pivotal. Key accomplishments would not have been possible without the support he provided.” Rick Wolfe , President , PostStone Early Bird Disc 10% off expired 31st July 2009 (Book and Pay) 4  Early Bird Disc 5% off expired 31st August 2009 (Book and Pay)   Book now! Tel: +6221-5389930, Fax: +6221-53151175, Sms: +62-81399657499, Email: husin@husingroup.com
  5. 5. Agenda Preview Day One (09.00- 17.00) Introductions & objectives • Review of the definitions, purpose and implications of SAM Selecting and positioning strategic and other accounts • Introducing and using practical planning criteria Case study and group work – mapping your market and clients The Purchasing Revolution • The procurement director’s perspective • Common procurement practices Case study and group work – understanding procurement in your accounts The Value Chain • Analysing the value chain and propositions Case study and group work – mapping your and your clients value chain The Organisational Snail • Identifying and influencing key people in the buying process Case study and group work – mapping a typical client The Relationship Development Model • Moving from bow ties to diamonds! • Implications for ‘cost to serve’ and SAM profitability Case study and group work – identifying the ideal diamond, and the journey plan Assessing the customer’s business strategy • Risk management, product life cycles, source of their competitive advantage, value drivers Case study and group work– identifying the key issues in your account Day Two (09.00- 17.00) Considering the 360 degree customer experience • Tools and techniques to select from • Roles of your organisation and partners Case studies and group work – Assessing, planning and improving the experience Systems architecture • Key elements of successful support systems • What you have today and what you need • Prioritisation and planning • Making it work Case study and group work – Next key steps Objectives setting • SMART objectives for SAMs • Measuring and managing Case study and group work – Developing objectives and processes Contact planning • Identifying decision makers • Developing a contact plan • Using research and thought leadership Case study and group work – The contact plan Review of obstacles and requirements • The Executive team & good governance • The SAM team leader and members • Support from virtual teamsters • The role of CRM Case study and group work – Pulling it all together 5    www.husingroup.com
  6. 6. Registration Form To Register, please Fill in Registration Form and Fax back to +6221-53151175 Event Name: Strategic Account Management (SAM) Course Fees (per person) Event Date: 12-13 October 2009 Time: 9 am – 17 pm Book and pay in Indonesia Rupiah: Before 31st July 2009 - 13,500,000 IDR (10% off) Venue: InterContinental Jakarta Midplaza Hotel Before 31st August 2009 – 14,250,000 IDR (5% off) Address: Jl. Jendral Sudirman Kav 10-11, Jakarta 10220 Indonesia Phone: +6221-2510888 After 31st August 2009 – 15,000,000 IDR Fax: +6221-2510777 A group of 3 persons: 5% additional disc A group of 6 persons: 5% additional disc • The registration fee mentioned includes lunch, refreshments and full Participant Details (compulsory information) workshop/conference/forum material. • The fee does not include hotel accommodation. • Payment terms are within 5 working days on receipt of invoice . 1. Mr/Mrs/Ms ……………………………………………………………………………… • No payment after the event is accepted. • Any withholding tax (where applicable) shall be borne to delegate’s Position…………………………………………………………………………………… organization. • Entry may be refused if payment is not made within our terms. Email………………………………………………………………………………………… Method of Payment 2. Mr/Mrs/Ms ……………………………………………………………………………… We only accept bank transfer We will send you the electronic invoice with our company bank details Position…………………………………………………………………………………… once you have signed and fax in the booking form Email………………………………………………………………………………………… Terms & Conditions 3. Mr/Mrs/Ms ……………………………………………………………………………… Cancellation by Clients • 2 months before the event, will get 80% refund. Position…………………………………………………………………………………… • 1 month before the event, will get 50% refund. • 2 weeks before the event, will get 30% refund. Email………………………………………………………………………………………… • 1 week before the event, no refund will be given, a credit voucher with full amount will be issued. More than 3 delegates registration please make a copy of the registration form • Credit memos may be used at any PT. Husin Intelligence Group event within one year of issuance by any representative from your company. Signatory must be authorized to sign on behalf of contracting organization Food & Beverage Client Details (compulsory information) PT. Husin Intelligence Group has the sole right provision of food & beverages in all areas and therefore no items of this nature maybe brought into this event by any other parties. Name............................................................................... INDEMNITY • PT. Husin Intelligence Group reserves the right to cancel or postpone an event (business forum / conference, workshop / training and /or dinner Job Title............................................................................ etc.) due to unforeseen circumstances (death or severe illness of trainer, act of terrorism, extreme weather conditions, flood, riots, fire, natural Authorizing disaster, accident by plane, etc). signature.......................................................................... • In the case of PT. Husin Intelligence Group cancelling or postponing an event due to unforeseen circumstances, no refund will be given, a credit memo with full amount will be issued. Email................................................................................ • Should for any reason outside the control of PT. Husin Intelligence Group events, the venue or speakers change, or the event be cancelled due to Organization unforeseen circumstances as mentioned above, PT. Husin Intelligence name Group events shall endeavour to reschedule but the Client hereby indemnifies and holds PT. Husin Intelligence Group events harmless from ....................................................................................... and against any and all costs, damages and expenses, including attorneys fees, which are incurred by the Client. The construction, validity and Address............................................................................ performance of this Agreement shall be governed in all respects by the laws of Indonesia to the exclusive jurisdiction of whose Courts the Parties hereby agree to submit. ....................................................................................... • PT. Husin Intelligence Group takes no responsibility for any debate in a forum that will result in dispute, argument among Clients or may lead to Zipcode: ........................ Country: .................................... injury to any Clients attending the event. While PT. Husin Intelligence Group will use all reasonable efforts to neutralize any dispute, argument in a forum Clients agrees to indemnify and hold PT. Husin Intelligence Tel:..................................... Fax:...................................... Group harmless from and against any claims arising from the neglience, acts or omission of Client. Date of Registration: ......................................................... • While PT. Husin Intelligence Group will use all reasonable efforts to ensure the security of Clients, PT. Husin Intelligence Group takes no responsibility for any lost in Clients personal belongings (money, wallet, purse, mobile About Organiser - www.husingroup.com phone, pda, blackberry, jewellery, and other valuable belongings) which is due to negligence (carelessness) of Clients. PT. Husin Intelligence Group (H.I.G), one of the world leading business intelligence company based in Jakarta Indonesia, Client Information Client information is kept on PT. Husin Intelligence Group companies provides business executives around the world with tailored database and used by PT. Husin Intelligence Group companies to assist in practical business forum, large scale events, summits, in- providing selected products and services which maybe interest to the Client house training programs, keeping them up-to-date with which will be communicated by letter, phone, fax, email or other electronic industry trends, technological developments and recent means. If you do not want PT. Husin Intelligence Group to do this please tick this box [ ]. For training and security purposes, telephone calls are regulatory. recorded. Tel: +6221-5389930 Fax: +6221-53151175 Governing Law Policy Mobile: +62-81399657499 This Agreement shall be governed and construed in accordance with the law 6  of Indonesia and the parties submit to the exclusive jurisdiction of the Email: husin@husingroup.com Indonesian Courts in Indonesia. However PT. Husin Intelligence Group only is   entitled to waive this right and submit to the jurisdiction of the courts in which the Client's office is located.

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