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 …

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.

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