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Account marketing program Basic Presentation
The document discusses Strategic Account Marketing (SAM) for Patni. SAM aims to increase account penetration, revenue opportunities, and differentiation from competition through a 3-phased customer-centric approach. The phases include gathering intelligence, holding workshops to map capabilities to customer needs, and developing integrated marketing and sales campaigns. SAM treats each customer as an individual market and focuses on solving customer problems rather than just promoting features.
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Account marketing program Basic Presentation
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- 2. Strategic Account Marketing(SAM) May, 2010
- 3. Strategic Account Marketing • Strategic Account Marketing — Target individual accounts as a market-of-one — Customer-centric approach to account development — Opportunity for sales and marketing to be more integrated and create business results — Strategic Account Marketing is not a science it’s a framework for success • Strategic Account Marketing for Patni — Increase account penetration and revenue opportunities — Beat-out competition through relevance and differentiation — Proactive defense against business being marginalized Company Confidential 2
- 4. Principles of StrategicAccount Marketing Product Marketing versus Strategic Account Marketing Features Problems Focus Benefits Solutions Price Awareness Information Promotion Education Timing One Offs Ongoing Campaigns Objective REDUCE Inventory INCREASE Mind Share Company Confidential 3
- 5. Strategic Account MarketingMisconceptions versus Misconception versus Reality Strategic Account Marketing is a customer- Strategic Account Marketing is a stand-alone driven marketing methodology that uses marketing program—mutually exclusive any and all marketing and sales tactics to from other marketing programs give clients what they want and need Strategic Account Marketing does not Strategic Account Marketing is just another replace but rather builds on good account form of Account Planning and thus is a planning to create actionable marketing duplication of effort by the sales teams and sales strategies Strategic Account Marketing can be done Account intelligence is what makes it successfully without account different. Otherwise, it’s still ―spray and intelligence pray‖ marketing. Potentially, but Strategic Account Strategic Account Marketing is appropriate Marketing is an INVESTMENT and thus best for every account for those accounts that can provide a suitable ROI Strategic Account Marketing must be Strategic Account Marketing is just a executed hand-in-hand with sales—and be ―marketing thing‖ thought of as a key sales enabler Company Confidential 4
- 6. Strategic Account Marketing3-Phased Approach 1-Intelligence 2-Workshop 3-Campaign Gather and Harvest the Created ‘blended’ consolidate collective wisdom of marketing and industry and the team and build sales campaigns account consensus on what targeting key intelligence to are the key business account contacts better understand challenges where to drive increased market dynamics high-value partnership levels, and account alignment can be advocacy, loyalty business challenges created and revenue Company Confidential 5
- 7. Phase-1 Intelligence #3 Determine focus #4 Engage account #5 Source account and intelligence sponsor and obtain intelligence required their support specific to focus #6 Engage industry #2 Review account analyst/expert and criteria and select workshop support account #7 Consolidate, #1 Gather and prepare workshop consolidate Account intelligence and account criteria Intelligence circulate Step #1 Company Confidential 6
- 8. Account Intelligence IsKey • Intelligence Covering — Basic Information — Market Presence — Products and Services — Account Organization — Leadership — Competition — Business Challenges — Key Contacts — Patni Relationship (ESP) Company Confidential 7
- 9. Phase-2 Workshop In-person representation Map capabilities to Map know and from all relevant business challenges desired relationships disciplines Intelligence Business Capability Relationship Campaign Analysis Challenges Mapping Mapping Planning #2 #3 #4 #5 #6 Review relevant Determine alignment Brainstorm campaign account intelligence to business challenges ideas and execution Company Confidential 8
- 10. Typical Workshop Agenda Session 1 Session 2 It’s all about the Account! Patni Alignment • Discuss pre-Workshop intelligence and • Brainstorm the business imperatives key data about account, its strategy and its opportunities • Establish areas where Patni provides unique value / differentiation • Dialogue with Analyst about the industry and the accounts place in it • Create targeted value propositions and messages for each campaign • Discussion with Patni sponsor at account, inside voice • Identify key decision makers and influencers who need to be aware of • Discuss what we learned, the Patni’s unique capabilities implications and how it fits with the accounts stated strategies • Develop prioritized Campaigns where Patni can best help the account • Begin capturing the accounts business achieve its goals imperatives Company Confidential 9
- 11. Phase-3 Campaign #4 Commit campaign #3 Develop campaign resources and #5 Create relevant plans, identify milestones messaging and resources needed content #2 Obtain account sponsor feedback on #6 Execute campaign themes campaign delivery #1 Validate and #7 Analyze and prioritize campaigns, document results, circulate Campaign refine campaign Execution Step #7 Company Confidential 10
- 12. Campaign Roadmap Example Month-1 Month-2 Month-3 Month-4 Month-5 Month-6 First Touch CEO Article Next Article Roadshow Industry Article Campaign #1 VIPs / High Influencers VIP Call Exec Dinner & Speaker Next Customer Campaign Topic First Touch Industry Survey Survey Readout Perception Survey Memo Memo Memo Campaign #2 VIP Presentation Newsletter Newsletter CIO Forum Company Confidential 11
- 13. Strategic Account MarketingEnd-Goals • Create a ‘blended’ sales and marketing account plan from a perspective of a deeper account appreciation • Create a positive perception of Patni inside the account as a partner with relevant services for their business • Position Patni team members as trusted advisors and thought leaders inside the account • Develop an ongoing business relationship that delivers value to the account and Patni revenue opportunities • Create unity across Patni on the account needs and the focus for success Company Confidential 12
- 14. Patni Pilot Accounts,Congratulations! Company Confidential 13
- 15. Patni Projected Timelineand Milestones MAY JUNE JULY AUGUST Phase-1 Intelligence Phase-2 Workshop Phase-3 Campaigns Workshop dates estimated during July 12th – 23rd Company Confidential 14
- 16. Patni Team Players • Representation From All Relevant Disciplines — Account Teams — Marketing — Industry Marketing — Delivery — Support — Engagement — Partners (if appropriate) Company Confidential 15
- 17. Patni Measurements, The3-R’s of ROI • Revenues — Measure increased pipeline opportunities and revenue closed within 12-months — Metrics: Sales forecasts • Relationships — Measure level of contact engaged at account and frequency of interaction within 12-months — Metric: Relationship/stakeholder map • Reputation — Measure number of referrals, recommendations and testimonials obtained within 12-months — Metric: Surveys Company Confidential 16
- 18. Patni What WeNeed From You! • Phase-1 Intelligence — Do you own research on the accounts business challenges — Read and digest account intelligence material when circulated • Phase-2 Workshop — Clear your calendars to attend the Workshop — Be prepared and participate, ‘you get out as much as you put in’ • Phase-3 Campaign — Review circulated campaign material and speak up! — Execute on your action items, be part of the team Company Confidential 17
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- 20. Patni Citi SAMPlayers Account Team Title Location Workshop Jaya Bhat Onsite Delivery Manager New Jesey Yes Abhay Walimbe Engagement Manager Mumbai Yes Deepti Kapila Relationship Manager New Jesey Yes Reddy Kota Solutions Lead New Jesey Yes Sheetal Agarwal BPO Services India --> Boston Yes Sachin Bhardway Heldesk (high visibility in Citi) India ? Jois Narasimhan Technology Service Delivery India Yes Dipanjan Purkayastha Account Director Boston Yes Solutions Lead Securities & Capital Tavi Rao Boston Yes Market Jitesh Mehta Helpdesk Services ? ? Manish Motiani Head Financial Services Sales ? Yes Company Confidential
- 21. Patni Citi SAMPlayers Executives Title Location Workshop Surjeet Singh Executive Sponsor Citi Bank ? Opt Ganesh Iyer Head of Financial Services Vertical New Jesey Opt Lokesh Bhagwat Head of Pre-Sales Mumbai Opt Ravi Bhagwat Head of Delivery Americas Opt Naresh Lakhanpal President of Americas Opt Marketing/Ops Title Location Workshop Zahr Gould Telesales Manger Boston Yes Tony Viola Head of Industry Marketing Boston Yes Vickram Bhalchandra Head of Sales Operations Boston Yes Neeraj Sangani Marketing Manager Financial Services Mumbai Yes Brigash Mennan Marketing Boston (July) Yes Vivek Sangle Head of Horzontal Marketing Mumbai Yes Company Confidential
- 22. Patni Citi SAMPlayers Horizontals Title Location Workshop Uday Tembulkar Oracle Partner Manager ? Opt Sanjay Metha SAP Partner Manager Boston Opt Innovation Labs Title Location Workshop Parutosh Segal Head of Innovation Labs Mumbai Opt Company Confidential