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B2b key account management technology


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For B2B companies that rely heavily on
Key Accounts for revenue growth,
Key Account Management strategy
is undoubtedly indispensable.

Published in: Sales
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B2b key account management technology

  1. 1. B2B Key Account Management Technology Why B2B Companies need to adopt KAM Technology?
  2. 2. ABOUT THE AUTHOR Milind KattiIn this eBook, Learn about the evolution of KAM Technology Problems faced in the absence of KAM Enablement Why are B2B Companies Adding KAM Tech to CRM? Milind is CEO and Co-Founder of DemandFarm. Having practiced and evolved the ‘Account Farming’ principle for over a decade he established DemandFarm and is passionate about delivering the best B2B Key Account Management technology to serve the needs of Key Account Managers. Prior to this, Milind co-founded DemandShore and built the process frameworks for Delivery and Operations. Milind is an Electronics and Communication Engineer with MBA in Marketing. He is also an avid sports fan, voracious reader and above all a humanist. 1 2 3
  3. 3. For B2B companies that rely heavily on Key Accounts for revenue growth, Key Account Management strategy is undoubtedly indispensable.
  4. 4. The Case before Some built customisation into their CRM Some just used their standard CRM Some hired expensive consultants to custom develop methodologies to manage Key Accounts Different companies managed Key Accounts in different ways. 1 2 3
  5. 5. What they forgot ? CRM’s are for prospects, while KAM Tech is for existing Customers (Key Accounts). While CRMs enable 'Customer Acquisition', adding KAM components to your CRM will enable Key Account Management. Managing ‘Opportunities’ is not same as managing Key Accounts. 1 2 3
  6. 6. And the problem arose Large Key Accounts got treated as a bunch of regular accounts. Couldn’t address the complexity and depth of analysis. Spotting opportunities for growth and value creation was lost for Key Accounts. 1 2 3
  7. 7. There was a need for not only specialised KAM processes and methodologies,
  8. 8. There was a need for specialised KAM Technology as well.
  9. 9. Key Account Management enabled with Technology
  10. 10. With the Evolution of KAM Technology Leverage cloud technology that can adapt to any Key Account Management (sales) methodology. Account Managers can Have all the Account Plan-related data in one place - no more data silos in Excel/PPT/Word etc. Build an ‘Account Landscape’ to identify the farming and mining opportunities in existing Key Accounts. Know every internal and external stakeholder and build relationships accordingly. 1 2 3 4
  11. 11. Why are B2B’s adding KAM Tech to CRM ? Need for deeper analysis, better planning and reliable governance for Key Accounts. Data and intelligence of Key Accounts is spread across the organization. Dependency on individual KAMs - In case of separation, they loose all the intel and sometimes the account. Key account methodology/process is difficult to institutionalize across organization without technology platform. 1 2 3 4
  12. 12. KAM Success Stories
  13. 13. Situation Outcome Over 20 years, company had grown to $500mn organically & through acquisitions. There were 2 CRMs, a finance software, a project management software and other applications carrying Key Account data. They soon realised the importance of Key Account growth, and wanted to consolidate data into a single platform. DemandFarm was chosen as a single platform for Key Accounts due to its ability to integrate easily with other systems. Accounts, Opportunities, Contacts, Engagements & Account Financials are all managed in DemandFarm and they are perfectly poised to launch global Key Account Management program. Case of a Software Service Company
  14. 14. Situation Outcome A unique Analytics company had tasted tremendous success with first set of 10 global companies. They followed a methodology to grow each of these accounts to $5mn+ in revenue. With a PE firm investing in them, they decided to close 100 new accounts from Fortune 1000. While winning POC was easy, further growth in these 100 accounts, that too with new people was a challenge. DemandFarm replicated the frameworks used in growing early accounts. The buying centers, offerings, whitespaces (areas of opportunity) were pre created based on account industry, and past success. Pitch/Solution were fed to the new account managers through DemandFarm, and progress could be monitored through ‘grandstand’. 60% of the new accounts acquired are on course to achieve $5mn+ revenue. The company continued to grow at 40% yearly in spite of higher base. Case of an Analytics Company
  15. 15. If you have Key Accounts, do you have a choice to manage them efficiently?
  16. 16. Not really, The luxury of having a choice in KAM Transformation is gone.
  17. 17. If you have Key Accounts, you need to enable Key Account Management with the right tools, Today.
  18. 18. Get KAM Enabled Write to us : Book a 30 Minute Demo
  19. 19. Know more about KAM Enablement