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Key Account Management
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why Key Account Management ??  - Typical Scenario ??? “ Perception” is Reality Client Corporate Leadership Regional Leadership Location Leads  Location Leads  Site Leads Site Leads Site Leads Sites Leads Site Leads Site Leads Corporate Leadership Regional Leadership Location Leads  Location Leads  Site Leads Site Leads Site Leads Sites Leads Site Leads Site Leads
Key Account Management  – Structured Communication Effective communication to ….. see the same frame in the same sense!! Corporate Leadership Regional Leadership Location Leads  Location Leads  Site Leads Site Leads Site Leads Sites Leads Site Leads Site Leads Corporate Leadership Regional Leadership Location Leads  Location Leads  Site Leads Site Leads Site Leads Sites Leads Site Leads Site Leads
Why Key Account Management?? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Know your Key Account Layers of Understanding  of Customer Who Cares ..Wins!! Customer’s Market-Place Customer’s Business Reporting Structure Concern of individual contacts
Integrated Account Management Framework Resource Supply Chain Skills & Competencies Development Technology Management Partner Management Account Management Enablers: Metrics—Aligned Incentives—  Knowledge Management and Information Systems Critical Capabilities Relationship Mgt Service Offering Account Goals Account Performance Opportunity  Pipeline Sales  Management Service  Delivery Account Execution Marketing, Administration, Employee Management  Account Plan ARC   Chair Account Reviews Account  Planning Process Lead Account Teams Account Review Committee Account Plan
Account Manager Roles and Responsibilities ,[object Object],[object Object],[object Object],[object Object],[object Object]
Account Manager Roles and Responsibilities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Account Team Member Roles and  Responsibilities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Extended Team Member Core Team Member Account Manager Account Manager Core Team Member Extended Team Member Breadth of cross-functional leadership skills Depth of functional expertise Legend
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Designate Account Review Committee (ARC) Leverage existing senior management forums as appropriate PES President Head BU1 Head BU2 Head BU3 Senior Sales Rep 1 Senior Sales Rep 2 Other
Restructure Strategic Acc Mngr Role for Success ,[object Object],Account Manager Role Emphasis Account Type Designated Strategic Account Manager (SAM) Designated Key Account Manager (KAM) Designated Business Dev.  Manager None Account Management Role High Medium None N/A Strategic Management Medium Medium Low Strategic Account Medium to High Medium to High Low Key Account Low High High Repeat Purchaser N/A N/A N/A Purchaser Delivery Support Relationship Management Sales Management
Restructure SAM Role for Success  Account Manager – key capabilities and skills Customer company’s operating strengths and weaknesses Conflict resolution Ambition 8 Pricing and terms of sale Diagnosing customer problems Achievement Orientation 7 Knowledge/experience of customer’s company procedures Presentation Skills Responsibility 6 Experience in handling large accounts and in planning and goal-setting Coordination Creativity 5 Customers industry Leadership Self-motivation 4 Customers procedures Communication Concern for ethics 3 PES products and services Negotiation Integrity 2 Customer’s personnel and personalities Relationship building Tact 1 Knowledge and Experience Skills Personal Traits #
Restructure SAM role for Success  Assess Account Manager performance using a balanced score card approach Sales Delivery Relationship Strategic ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],*Items in italics should be used to assess Account Manager performance   Continued
Account Planning Process
Steps in Key Account Management Tool Kit :-STRAP, Revenue base > 1.5 MUSD, AMS >0.7 MUSD, Wide-geographic presence Benefits : Resource Planning Tool Kit :- Map Organization Structure, Identify Value Drivers, Be informed about clients business environment Benefits : Focuses Business Efforts Tool Kit :-  Regional & Corporate Contact Plan Benefits : Ensures all stake-holders share the same information.  Creates opportunities for future engagements  Tool Kit :- Feedback  Eg ( TCS – Timely execution, Standardization - Blue Book ) Benefits : Improved execution, Reduces Engg time. Tool Kit :-  Reporting Calendar ( Traffic Lights , Action register, PAR ) Benefits : Bridges gap between perception & actual Tool Kit :- Customer Satisfaction Index Benefits : GROWTH and Improved customer-share What is the investment required for KAM?? …..Structuring your approach Identify the  Key Account Establish Reporting Protocols Performance  Metric for Account evaluation Know your  customer Develop  Contact Plan Arrive/MonitorKey Deliverables
Account Management Process Timeline 0 2 Weeks. 4 Weeks 6 Weeks 8 Weeks. Begin  Developing   Ver n+1  Account  Plan Review Draft   Account Characterization Account Characterization Complete Begin  Opportunities Identification Review Progress  on Opportunities Identified Begin Finalization of Opportunities Review Progress on Opportunities Finalization Opportunity Identification Complete: Management Review #1 Review  Progress on  Ver n+1  Account Plan Opportunity Finalization Complete: Management Review #2 Begin Realization Plan Ver n+1  Account  Plan Complete:  Management Review #3
Tool-Kit for KAM “ Execution” is the Key!! GROWTH and Improved customer-share Customer Satisfaction Index Evaluate performance Ensures timely sharing of project status and bridges gap between perception & actual Reporting Calendar ( Traffic Lights , Action register, PAR ) Establish Reporting Protocols Improved execution, Reduces Engg time. Feedback  Eg ( TCS – Timely execution, Standardization -Blue Book ) Arrive at Key Deliverables Ensures all stake-holders share the same information. Creates Opportunities for future engagements  Regional & Corporate Contact Plan Develop Contact Plan Focuses business efforts Map Organization Structure, Identify Value Drivers, Information about clients business environment Know your customer Resource Planning STRAP, Revenue base > 10Cr, AMS > 5 Cr., Wide-geographic presence Identify Account Benefits Tool-Kit
Account Management Framework Overview
Large Account Management encompasses sales and delivery  activities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Business Development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Reporting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Sales
Large Account Management encompasses sales and delivery  activities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Operations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Delivery Delivery
Account Strategy  maximizes Wipro’s growth opportunities  and prepares it to rapidly respond to account needs   Core Teams Strategic Direction ,[object Object],[object Object],[object Object],Competencies and Requirements Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Account Strategy Strategic Boundaries ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Relationship Management
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Account strategy formulates account goals  for 1-3 years in the context of account’s strategic environment How do we mobilize and win? Goals Situation Review Strategic Issues Account Strategy Opportunities Threats   Strengths Weaknesses
Account Plan  drives Wipro to identify and realize  growth opportunities while managing account execution Core Teams Account Planning  ,[object Object],[object Object],[object Object],Account Review Committee ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Account Plans Account Reviews ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Account Teams  Account Plan ARC   Chair Account Reviews Account Plng. Process Lead Account Teams Account Review Committee Account Plan
Account Management Teams and Roles PES—President Account Team ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Develops Account Strategy Develops Account Plan ,[object Object]
KAM – Target Outcomes  ,[object Object],[object Object],[object Object],[object Object]

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Key Account Management

  • 2.
  • 3. Why Key Account Management ?? - Typical Scenario ??? “ Perception” is Reality Client Corporate Leadership Regional Leadership Location Leads Location Leads Site Leads Site Leads Site Leads Sites Leads Site Leads Site Leads Corporate Leadership Regional Leadership Location Leads Location Leads Site Leads Site Leads Site Leads Sites Leads Site Leads Site Leads
  • 4. Key Account Management – Structured Communication Effective communication to ….. see the same frame in the same sense!! Corporate Leadership Regional Leadership Location Leads Location Leads Site Leads Site Leads Site Leads Sites Leads Site Leads Site Leads Corporate Leadership Regional Leadership Location Leads Location Leads Site Leads Site Leads Site Leads Sites Leads Site Leads Site Leads
  • 5.
  • 6. Know your Key Account Layers of Understanding of Customer Who Cares ..Wins!! Customer’s Market-Place Customer’s Business Reporting Structure Concern of individual contacts
  • 7. Integrated Account Management Framework Resource Supply Chain Skills & Competencies Development Technology Management Partner Management Account Management Enablers: Metrics—Aligned Incentives— Knowledge Management and Information Systems Critical Capabilities Relationship Mgt Service Offering Account Goals Account Performance Opportunity Pipeline Sales Management Service Delivery Account Execution Marketing, Administration, Employee Management Account Plan ARC Chair Account Reviews Account Planning Process Lead Account Teams Account Review Committee Account Plan
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  • 13. Restructure SAM Role for Success Account Manager – key capabilities and skills Customer company’s operating strengths and weaknesses Conflict resolution Ambition 8 Pricing and terms of sale Diagnosing customer problems Achievement Orientation 7 Knowledge/experience of customer’s company procedures Presentation Skills Responsibility 6 Experience in handling large accounts and in planning and goal-setting Coordination Creativity 5 Customers industry Leadership Self-motivation 4 Customers procedures Communication Concern for ethics 3 PES products and services Negotiation Integrity 2 Customer’s personnel and personalities Relationship building Tact 1 Knowledge and Experience Skills Personal Traits #
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  • 16. Steps in Key Account Management Tool Kit :-STRAP, Revenue base > 1.5 MUSD, AMS >0.7 MUSD, Wide-geographic presence Benefits : Resource Planning Tool Kit :- Map Organization Structure, Identify Value Drivers, Be informed about clients business environment Benefits : Focuses Business Efforts Tool Kit :- Regional & Corporate Contact Plan Benefits : Ensures all stake-holders share the same information. Creates opportunities for future engagements Tool Kit :- Feedback Eg ( TCS – Timely execution, Standardization - Blue Book ) Benefits : Improved execution, Reduces Engg time. Tool Kit :- Reporting Calendar ( Traffic Lights , Action register, PAR ) Benefits : Bridges gap between perception & actual Tool Kit :- Customer Satisfaction Index Benefits : GROWTH and Improved customer-share What is the investment required for KAM?? …..Structuring your approach Identify the Key Account Establish Reporting Protocols Performance Metric for Account evaluation Know your customer Develop Contact Plan Arrive/MonitorKey Deliverables
  • 17. Account Management Process Timeline 0 2 Weeks. 4 Weeks 6 Weeks 8 Weeks. Begin Developing Ver n+1 Account Plan Review Draft Account Characterization Account Characterization Complete Begin Opportunities Identification Review Progress on Opportunities Identified Begin Finalization of Opportunities Review Progress on Opportunities Finalization Opportunity Identification Complete: Management Review #1 Review Progress on Ver n+1 Account Plan Opportunity Finalization Complete: Management Review #2 Begin Realization Plan Ver n+1 Account Plan Complete: Management Review #3
  • 18. Tool-Kit for KAM “ Execution” is the Key!! GROWTH and Improved customer-share Customer Satisfaction Index Evaluate performance Ensures timely sharing of project status and bridges gap between perception & actual Reporting Calendar ( Traffic Lights , Action register, PAR ) Establish Reporting Protocols Improved execution, Reduces Engg time. Feedback Eg ( TCS – Timely execution, Standardization -Blue Book ) Arrive at Key Deliverables Ensures all stake-holders share the same information. Creates Opportunities for future engagements Regional & Corporate Contact Plan Develop Contact Plan Focuses business efforts Map Organization Structure, Identify Value Drivers, Information about clients business environment Know your customer Resource Planning STRAP, Revenue base > 10Cr, AMS > 5 Cr., Wide-geographic presence Identify Account Benefits Tool-Kit
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Editor's Notes

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