Making Leaders Successful
Every Day
What It Takes To Develop Strategic
Account Relationships
Mark Lindwall, Senior Analyst
April 10, 2014
© 2013 Forrester Research, Inc. Reproduction Prohibited 3
Agenda
› Are Strategic Account Programs
really a good investment...
© 2013 Forrester Research, Inc. Reproduction Prohibited 4
Executives want strategic accounts
© 2013 Forrester Research, Inc. Reproduction Prohibited 5
Strategic Providers Get More Spending
© 2013 Forrester Research, Inc. Reproduction Prohibited 6
Strategic suppliers gain advantages
© 2013 Forrester Research, Inc. Reproduction Prohibited 7
Frequent executive access leads to wins
Becoming a strategic provider isn’t easy
Executive buyers
We will decide what is
valuable, thank you
very much.
© 2013 Forrester Research, Inc. Reproduction Prohibited 9
Percentage Of Companies That Segment
Vendors Into Tiers
© 2013 Forrester Research, Inc. Reproduction Prohibited 10
Few Vendors Are Categorized As
Strategic Partners
© 2013 Forrester Research, Inc. Reproduction Prohibited 11
Salespeople Believe Most Customers
Consider Them To Be Top Tier
© 2013 Forrester Research, Inc. Reproduction Prohibited 12
Strategic Accounts Underperform
© 2013 Forrester Research, Inc. Reproduction Prohibited 13
Strategic Accounts Underperform
© 2013 Forrester Research, Inc. Reproduction Prohibited 14
Strategic Accounts Underperform
© 2013 Forrester Research, Inc. Reproduction Prohibited 15
Strategic Accounts Underperform
© 2013 Forrester Research, Inc. Reproduction Prohibited 16
Strategic Accounts Underperform
© 2013 Forrester Research, Inc. Reproduction Prohibited 17
What it takes to be a Strategic Provider
› Make Strategic Accou...
© 2013 Forrester Research, Inc. Reproduction Prohibited 18
What executive buyers find valuable
© 2013 Forrester Research, Inc. Reproduction Prohibited 19
Most Salespeople Are Not Focused On
Helping Executive Buyers Su...
© 2013 Forrester Research, Inc. Reproduction Prohibited 20
When executives get product pitched
© 2013 Forrester Research, Inc. Reproduction Prohibited 21
Helping executive buyers succeed
© 2013 Forrester Research, Inc. Reproduction Prohibited 22
A view of a “buyer”
Your Seller
© 2013 Forrester Research, Inc. Reproduction Prohibited 23
A (slightly more complex) view of
buyer(s)
Manager
Vice-Preside...
© 2013 Forrester Research, Inc. Reproduction Prohibited 24
Manager
Vice-President
CIO
Real?
Your Seller
© 2013 Forrester Research, Inc. Reproduction Prohibited 25
Agreement networks determine funding
A tale of multiple sales…
...
© 2013 Forrester Research, Inc. Reproduction Prohibited 26
Agreement networks determine funding
A tale of multiple sales…
...
© 2013 Forrester Research, Inc. Reproduction Prohibited 27
Agreement networks determine funding
A tale of multiple sales…
...
© 2013 Forrester Research, Inc. Reproduction Prohibited 28
Four Sales Objectives
Gain access
Have successful meeting(s)
Cr...
© 2013 Forrester Research, Inc. Reproduction Prohibited 29
+
Messages Messenger Audience
Gaining access
© 2013 Forrester Research, Inc. Reproduction Prohibited 30
+
Messages Messenger Audience
Have successful meeting(s)
© 2013 Forrester Research, Inc. Reproduction Prohibited 31
+
Messages Messenger Audience
Create a shared vision of success
© 2013 Forrester Research, Inc. Reproduction Prohibited 32
+
Messages Messenger Audience
Develop a business case
Thank you
Mark Lindwall
+1 617.613.8886
marklindwall@forrester.com
Twitter: MarkLindwall
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The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)

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Executives spend more time with their top tier vendors. So what exactly is needed to become a top tier vendor and trusted advisor? In this webinar Forrester analyst Mark Lindwall explores this topic and dives into what is needed for sales reps to succeed at strategic account planning.

Discover how to increase your sales by helping your executive buyers succeed.

Published in: Sales
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The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)

  1. 1. Making Leaders Successful Every Day
  2. 2. What It Takes To Develop Strategic Account Relationships Mark Lindwall, Senior Analyst April 10, 2014
  3. 3. © 2013 Forrester Research, Inc. Reproduction Prohibited 3 Agenda › Are Strategic Account Programs really a good investment? › What it takes to create a positive yield from a Strategic Account program
  4. 4. © 2013 Forrester Research, Inc. Reproduction Prohibited 4 Executives want strategic accounts
  5. 5. © 2013 Forrester Research, Inc. Reproduction Prohibited 5 Strategic Providers Get More Spending
  6. 6. © 2013 Forrester Research, Inc. Reproduction Prohibited 6 Strategic suppliers gain advantages
  7. 7. © 2013 Forrester Research, Inc. Reproduction Prohibited 7 Frequent executive access leads to wins
  8. 8. Becoming a strategic provider isn’t easy Executive buyers We will decide what is valuable, thank you very much.
  9. 9. © 2013 Forrester Research, Inc. Reproduction Prohibited 9 Percentage Of Companies That Segment Vendors Into Tiers
  10. 10. © 2013 Forrester Research, Inc. Reproduction Prohibited 10 Few Vendors Are Categorized As Strategic Partners
  11. 11. © 2013 Forrester Research, Inc. Reproduction Prohibited 11 Salespeople Believe Most Customers Consider Them To Be Top Tier
  12. 12. © 2013 Forrester Research, Inc. Reproduction Prohibited 12 Strategic Accounts Underperform
  13. 13. © 2013 Forrester Research, Inc. Reproduction Prohibited 13 Strategic Accounts Underperform
  14. 14. © 2013 Forrester Research, Inc. Reproduction Prohibited 14 Strategic Accounts Underperform
  15. 15. © 2013 Forrester Research, Inc. Reproduction Prohibited 15 Strategic Accounts Underperform
  16. 16. © 2013 Forrester Research, Inc. Reproduction Prohibited 16 Strategic Accounts Underperform
  17. 17. © 2013 Forrester Research, Inc. Reproduction Prohibited 17 What it takes to be a Strategic Provider › Make Strategic Account designations in mutual agreement with customers › Focus salespeople on helping executive wallet-owners succeed › Help salespeople understand Agreement Networks and funding sources › Provide them with what they need
  18. 18. © 2013 Forrester Research, Inc. Reproduction Prohibited 18 What executive buyers find valuable
  19. 19. © 2013 Forrester Research, Inc. Reproduction Prohibited 19 Most Salespeople Are Not Focused On Helping Executive Buyers Succeed
  20. 20. © 2013 Forrester Research, Inc. Reproduction Prohibited 20 When executives get product pitched
  21. 21. © 2013 Forrester Research, Inc. Reproduction Prohibited 21 Helping executive buyers succeed
  22. 22. © 2013 Forrester Research, Inc. Reproduction Prohibited 22 A view of a “buyer” Your Seller
  23. 23. © 2013 Forrester Research, Inc. Reproduction Prohibited 23 A (slightly more complex) view of buyer(s) Manager Vice-President CIO Your Seller
  24. 24. © 2013 Forrester Research, Inc. Reproduction Prohibited 24 Manager Vice-President CIO Real? Your Seller
  25. 25. © 2013 Forrester Research, Inc. Reproduction Prohibited 25 Agreement networks determine funding A tale of multiple sales… Your Seller
  26. 26. © 2013 Forrester Research, Inc. Reproduction Prohibited 26 Agreement networks determine funding A tale of multiple sales… Your Seller
  27. 27. © 2013 Forrester Research, Inc. Reproduction Prohibited 27 Agreement networks determine funding A tale of multiple sales… Your Seller
  28. 28. © 2013 Forrester Research, Inc. Reproduction Prohibited 28 Four Sales Objectives Gain access Have successful meeting(s) Create a shared vision of success. Develop a business case
  29. 29. © 2013 Forrester Research, Inc. Reproduction Prohibited 29 + Messages Messenger Audience Gaining access
  30. 30. © 2013 Forrester Research, Inc. Reproduction Prohibited 30 + Messages Messenger Audience Have successful meeting(s)
  31. 31. © 2013 Forrester Research, Inc. Reproduction Prohibited 31 + Messages Messenger Audience Create a shared vision of success
  32. 32. © 2013 Forrester Research, Inc. Reproduction Prohibited 32 + Messages Messenger Audience Develop a business case
  33. 33. Thank you Mark Lindwall +1 617.613.8886 marklindwall@forrester.com Twitter: MarkLindwall

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