Tapping Networks to Enhance Revenue Performance

Tapping Networks to Bring the Best of the Firm to Clients Network Roundtable – November 6, 2006 Ross Dawson CEO, Advanced Human Technologies Author, Living Networks and Developing Knowledge-Based Client Relationships

Key networks in high-value client relationships Firm Client Capabilities Opportunities

Network insights into enhancing revenue
Key Networks
Relationship team performance
Client interface
Accessing firm capabilities
Performance enhancement
Firm-level
Client-level

Client relationship team networks

Firm-client interface networks

Accessing the relevant talent of the firm

Performance enhancement at firm level
Tailor relationship team network structure to client
Adapt network structure to relationship maturity
Evolve team structure as relationship develops
Identify and prioritize interventions to enhance access to firm (and external) capabilities
Identify primary barriers to drawing on firm capabilities
Identify potential interventions
Design studies to assess impact of identified potential interventions
Establish “push/ pull” internal markets to make firm capabilities more visible to relationship executives
Internal resource teams provide insights to appropriate relationship leaders
Relationship leaders and client executives seek relevant capabilities
Effective use of social media

Four stages of relationship development Align Broaden Partner Initiate

Evolving network structure as client relationships develop Relationship Stage Objectives Relationship team structure Key actions Initiate Access most relevant capabilities to demonstrate unique value to client. Sales leader with broad internal connections. Small team represents key firm capabilities. Select sales leader and team with relevant capabilities. Support sales team’s access to key firm resources. Align Establish clear communication channels to facilitate access to client. Clearly defined membership of relationship team, covering scope of firm’s relevant capabilities. Establish peer relationships between firm and client executives. Define relationship team roles, responsiblities, communication processes. Potential transition from sales leader to relationship leader. Broaden Bring in new contacts on both firm and client sides. Establish true organizational relationship. Client contact extends beyond core relationship team. Tiered relationship responsibilities. Contact redundancy for key client executives. Monitor and actively support relationship network that links capabilities to client opportunities. Provide tools (social media etc.) to notify extended team of insights into client. Partner Facilitate joint value creation through open relationship and access. Core relationship leader team on both sides. Direct communication between specialists on most issues. Support direct client interaction. Monitor effectiveness. Actively build innovation links across organizations.

Interventions to enhance client access to firm capabilities

Performance enhancement at client level
Relationship team
Initiatives to optimize relationship leader centrality in team
Define relationship team structure and responsibilities
Refine team communication processes/ establish initiatives
Use client team comparisons to identify success drivers
Client interface
Initiatives to optimize relationship leader centrality in client interface
Identify specific direct communication paths to initiate
Establish appropriate redundancy for key client contacts
Accessing firm capabilities
Identify gaps in connection to firm capabilities
Design activities to bridge gaps
Identify best brokers to enhance internal connectivity
Establish formal broker roles in relationship team

The path forward
Enhancing relationship performance
Network approaches are the frontier in enhancing client relationship performance
Organizations
Establish formal relationship teams
Refine relationship team performance
Design interventions for specific improvements
Teams
Use ONA as a performance enhancement tool

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Tapping Networks to Enhance Revenue Performance

by Ross Dawsn on Nov 05, 2007

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Tapping Networks to Enhance Revenue Performance — Presentation Transcript