Your SlideShare is downloading. ×
Account Management
Account Management
Account Management
Account Management
Account Management
Account Management
Account Management
Account Management
Account Management
Account Management
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Account Management

405

Published on

Managing Key Accounts

Managing Key Accounts

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
405
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Account Management(Services Marketing)
    K V Ramesh
  • 2. Agenda
    Definition
    Programs
    Your Role – Managing Partner
    Account Life Cycle
    Managing Engagements
    Effective Management
    Account Selection
  • 3. Definition
    Managing & Growing your Share of Business to an Optimum Level on Programs that would Build Visible Competitive Advantage to the client on a win-win basis
    The optimum level is a must to Allow the client to recognize your Contribution over competition
    Your contribution should Position the client a Leader in their space
  • 4. Programs
    Programs are Expenses in Building Competitive Advantage
    Example Programs:
    Technology Leadership (dominated by ICT)
    Talent Leadership
    Brand Leadership
    Process Management
    Outsourcing/AMCs
    Automation is NOT a Program but Cost Leadership Initiative
  • 5. Your Role - Managing Partner
    Your services are NOT billable (Marketing)
    You are an Organization and NOT an Individual
    You manage Relationships and NOT Program (over a period of time)
    You facilitate Sponsor Industry Peer Network
    You & Sponsor are Mutual Ambassadors
    You Ensure Visibility with the Powers That Be in the Client
    You are Accountable for Sponsor & Client Success in their Space
  • 6. Account Life Cycle
    Explore
    Next
    Expand
    Excel
    Experiment
    Expose
    Evaluate
    New Paradigm
    Facilitate the Client through New Paradigms in their Programs
  • 7. Managing Engagements
    Seek Alignment with Sponsor
    Actively convert Wants into Needs
    Evangelize the New Paradigm through a Principal/Senior
    Experiment-Evaluate-Expand through Your Team
    Facilitate RFP preparation with the Sponsor (Your Proposal becomes a mere formality)
    Engage in Risk Mitigation for Client’s Success
    Ensure Arms-Length Relationship with the Sponsor (their Credibility is Paramount)
  • 8. Effective Management
    Keep All Channels of Communication Open
    E-Mail, Mobile, Twitter, Social Websites (LinkedIn, Face Book), Video Conferencing (Skype)
    Develop small Success Stories for Publication
    In-house Account Portal (Intranet-Blog) as a Repository of Activities
    Schedule Account Review meetings with the Sponsor (plan 20-30 days spread over a year)
  • 9. Account Selection
    Business Growth & Program Relevance
    Program Budget (Annual) & Life
    Sponsor Commitment & Visibility
    Remunerative for Sustainability
    Retained for Facilitation
    Fitment in your Business Plan
    Ranks in Top Five in your Portfolio
  • 10. Summary
    Account Management
    is all about
    Sowing Growth Engines
    rather than
    Mining for Growth

×