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Product-focused to Customer-focused: Bringing the Strategic Account Organization Into the Product Development Process

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Slides from an engaging panel discussion during the Strategic Account Management Association’s Annual Conference on how the strategic accounts organization can bring new insights about solutions that cross product lines and overcome challenges in getting the voices of their customers heard when working in large, complex organizations. Panelists included Doni Riddle, Vice President of Global Strategic Accounts, Sherwin-Williams; Bernard Souche, Director of Health Systems, Medtronic; and, Tony Stanich, Vice President, Global Food and Beverage Corporate Accounts, Nalco.

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Product-focused to Customer-focused: Bringing the Strategic Account Organization Into the Product Development Process

  1. 1. 1 May 5, 2015 BRINGING THE STRATEGIC ACCOUNTS ORGANIZATION INTO THE PRODUCT DEVELOPMENT PROCESS Product-focused to Customer-focused:
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  3. 3. 29. Product-focused to Customer- focused: Bringing the strategic accounts organization into the product development process May 5, 2015 Speakers: David G. Hartman, Principal, Blue Canyon Partners Doni Riddle, Vice President, Sherwin-Williams Tony Stanich, Vice President, Nalco Bernard Souche, Director, Medtronic Canada 3
  4. 4. David G. Hartman Principal Blue Canyon Partners • Nearly 20 years of experience working with major B2B corporations  to develop growth strategies and strengthen B2B  customer relationships • Serves as Director of Blue Canyon’s China Practice and CEO of Blue  Canyon & China Associates in Beijing • Executive positions within the information and consulting industry,  the non‐profit research sector, and academia • Previously served on the faculty of Harvard University and  as executive director of the National Bureau of Economic Research 4
  5. 5. 5 Vice President, Global Strategic Accounts Sherwin‐Williams ‐ Protective & Marine Coatings Division • Manages a group of 15 global strategic account managers with between 5‐10 global accounts • Heavily involved in Europe, the United Kingdom, Latin America, China, the United States and Canada • Broke into divisions five years ago to have a global presence based on demand from existing customers Doni Riddle
  6. 6. 6 Vice President, Global Food and Beverage Corporate Accounts Nalco • With Nalco for 20 years • Spent the majority of his career in the marketing organization before being  promoted to Vice President of Corporate Accounts for Food & Beverage  sector • Currently responsible for team of 25 strategic account managers in North  America, with some direct reports in Asia, etc.  • Corporate Account teams lie in individual verticals aligned with industry  marketing teams who funnel information to product marketing teams Tony Stanich
  7. 7. 7 Director, Health System Strategies and Sales Force Excellence Medtronic Canada • Extensive account management experience in multiple industries both  regionally and globally • Leads and aligns strategic efforts across all Medtronic businesses,  collaborating with healthcare partners  to enhance mutually beneficial partnerships • Leads development of CRM tools to leverage cross‐BU communication,  account planning, and opportunity management to drive business results Bernard Souche
  8. 8. 8 • Identify how the strategic accounts  organization can being new insights about  solutions that cross product lines • Discuss how to overcome organizational  challenges and get the voice of the customer  heard within complex organizations • Share tangible ideas on what SAMs can do  within their own teams/portfolios Session Goals
  9. 9. 9 Position Promote Sell Make &  Inventory Logistics Support Supplier Point of View & Experience Create the promise Deliver the promise Review: Customer‐Supplier  Views and Interactions Discover Evaluate Buy Access Use Get  Support Customer Point of View & Experience What is your promise? How will I receive the promise?
  10. 10. 10 R&D Marketing Operations & Supply Chain Quality & Customer Service Legal  /  Finance  /  Human Resources  /   IT    Gaps: SAMs Are Front and Center in the Customer‐Supplier Interaction and  Positioned to Detect Gaps Supplier Point of View & Experience Position Promote Sell Make &  Inventory Logistics Support Create the Promise Deliver the Promise SAMs are at the Center of  Creating and Delivering on the Promise Sales & Channel Support
  11. 11. 11 • Strategic accounts and promoting growth • Organizational structure • Organizational processes • Key learnings Themes
  12. 12. A Market‐Driven Framework: Aligning Product Development and  Markets, Bruce Karr and Atlee Valentine Pope, ©2014, Blue  Canyon Partners, Inc. References 12
  13. 13. David G. Hartman, Ph.D. dgh@bluecanyonpartners.com @bluecanyonptrs 13

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