某咨询《利用大客户管理获取市场机会.pptVIP

The essence of KAM is in tailoring the value delivery system to the specific needs of the greatest account opportunities We recommend a 3 phase approach to develop KAM capability at your company. Phase 1 is a diagnostic effort, aiming to uncover opportunities and identify some attractive areas pilot. Five key dimensions will help us determine the right customers with which to align and dedicate our time and efforts. Mapping customer sets helps in quickly prioritizing and selecting the pilot focus areas. Phase 2 encompasses launching multiple pilot efforts to engage in key account planning. Rigorous and deep customer analysis is required to develop robust and successful account plans. Synthesize all of the information into a “snapshot” account summary and tactical plan for each key customer or prospect account. Phase 3 incorporates the learnings from the pilots into a design for the structure, processes, and supporting mechanisms for the sales organization. An example of how Nokia addressed these challenges. Successful implementation requires addressing the transition challenges in moving to the new design. We recommend a joint Invenys-McKinsey project organization with varying degrees of resources for each phase. Our view of what your company should consider in evaluating alternatives. We bring a deep basis of functional knowledge and experienced practitioners. We assist clients in over 400 sales-related efforts every year across a vast array of industry sectors. We can bring deep experience and understanding of the needs of your customers across the spectrum of industries in which they compete. Another client utilized “lead” units as key account managers to address a cross-selling opportunity. CONTENTS Refined perspective on timing and overlap of suggested activities Additional description of approach and deliverables for key aspects of Phases 1 and 2 Clarified level of organizational involvement * 第六十页，共七十四页。 Phase 2 ~3 months (varies by program) Phase 3