Managing Key Accounts

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