Implementing Key Account Management

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Implementing Key Account Management

Javier Marcos,Mark Davies,Rodrigo Guesalaga,Sue Holt
Implementing Key Account Management Book PDF

Author : Javier Marcos,Mark Davies,Rodrigo Guesalaga,Sue Holt
Publisher : Kogan Page Publishers
Page : 353 pages
File Size : 53,7 Mb
Release : 2018-08-03
Category : Business & Economics
ISBN : 9780749482763

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Implementing Key Account Management by Javier Marcos,Mark Davies,Rodrigo Guesalaga,Sue Holt Pdf

Implementing Key Account Management is a highly practical handbook that guides readers through the realities of rolling out a functional key account management programme. The book offers an integrated framework for key account management (KAM) that businesses can use to design or further develop strategic customer management programmes, enabling them to overcome the obstacles that organizations often face when rolling out their strategies. Bringing together the experiences of leading experts within this field, Implementing Key Account Management draws on two decades of research and best practice from Cranfield University School of Management, one of the foremost centres for researcher and thought leadership in KAM. Between them, the authors have designed and delivered programmes globally for clients such as Rolls-Royce, Unilever, Vodafone, The Economist and many more. Rigorously researched, well-grounded and practical, this book is - quite simply - the definitive, go-to resource for implementing key account management programmes.

Key Account Management

Diana Woodburn,Malcolm McDonald
Key Account Management Book PDF

Author : Diana Woodburn,Malcolm McDonald
Publisher : John Wiley & Sons
Page : 497 pages
File Size : 50,8 Mb
Release : 2012-11-13
Category : Business & Economics
ISBN : 9780470974735

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Key Account Management by Diana Woodburn,Malcolm McDonald Pdf

"This book is crammed with distilled, practical wisdom for key account managers and their directors. Organizations claiming to practise key account management should equip everyone involved with a copy, so they really understand what they are supposed to be doing. Anything less is just old-fashioned selling." Developing successful business-to-business relationships with more customers in highly competitive markets requires processes and skills that go beyond traditional selling activity. The very best state-of-the-art strategies are set out clearly in this book by intentionally known authors who have worked at the highest levels with more key and strategic account managers worldwide than probably any other leading advisors. Based on the hugely influential KEY CUSTOMERS it looks at: Why has account management become so critical to commercial success? What are the key challenges and how do successful companies respond? What part does key account management play in strategic planning? How do companies build profitable relationships with their customers? How does key account management actually work? What does a successful key account manager look like and what skills does he/she need? How should key account managers be evaluated and rewarded? How do companies achieve key account management? By addressing these key questions Woodburn and McDonald provide tools and processes for success honed by tough consultancy projects with the boards of some of the world's leading companies. The book stresses the elements that really matter - from developing a customer categorization system that really works and analyzing the needs of key accounts; to understanding the new skills required by key account managers and ensuring that key account plans are implemented. The 'real world' approach is backed by tested principles and the latest research from the renowned Cranfield School of Management. Key Account Management comes from authors who have taught leading companies how to approach their most powerful and demanding customers and still make money. It is essential reading for all senior management with strategic responsibility, for key or strategic account directors, and for marketing and sales executives. The clear and authoritative approach also makes it an outstanding text for the serious MBA and executive student as well as business-to-business company directors and key account managers.

Key Account Management

Malcolm McDonald,Beth Rogers,Chartered Institute of Marketing
Key Account Management Book PDF

Author : Malcolm McDonald,Beth Rogers,Chartered Institute of Marketing
Publisher : Unknown
Page : 194 pages
File Size : 46,9 Mb
Release : 1998
Category : Business & Economics
ISBN : 075063278X

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Key Account Management by Malcolm McDonald,Beth Rogers,Chartered Institute of Marketing Pdf

Key account management is a natural development of customer focus and relationship marketing in business-to-business markets. It offers critical benefits and opportunities for profit enhancement to both sides of the seller/buyer dyad. Based on extensive and unique research by Cranfield School of Management, Key Account Management presents a new framework for understanding the development of key account relationships. It incorporates a comprehensive guide to the current practice of key account management, and comments on the challenges for the future of key account management practice. The research was based on in-depth interviews with key account managers, their managers and their main contacts in the customer organization. Addresses one of the key new areas in strategic marketing practice Ideal for practitioners and students Based on the unique expertise of the Cranfield Marketing Faculty

Key Account Management

Peter Cheverton
Key Account Management Book PDF

Author : Peter Cheverton
Publisher : Kogan Page Publishers
Page : 416 pages
File Size : 50,8 Mb
Release : 2015-02-03
Category : Business & Economics
ISBN : 9780749469412

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Key Account Management by Peter Cheverton Pdf

An organization's key accounts are its lifeblood. Key account management focuses on the long-term investment of resources in customers that can offer an exceptional return on resources. But which are the key accounts? Are they the ones growing the fastest? The ones that are most financially secure? Or are they the ones that shout the loudest? Key Account Management puts forward a straightforward and effective planning methodology. This fully updated 6th edition of Key Account Management takes a long-term, team-selling strategic view of the whole process, from defining the customer, to managing the relationship and achieving key supplier status. With coverage of latest best practice including IT's role in account management, plus new case studies, online supporting resources and a new section comparing how different industries/markets approach key account management, it stands alone as the premier book on managing key customers. Online resources include helpful templates, guides for students and lecturers, and self tests to ensure that best practice is being followed.

Key Account Management and Planning

Noel Capon
Key Account Management and Planning Book PDF

Author : Noel Capon
Publisher : Simon and Schuster
Page : 482 pages
File Size : 45,5 Mb
Release : 2002-06-15
Category : Business & Economics
ISBN : 9780743215442

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Key Account Management and Planning by Noel Capon Pdf

The vastly increased level of competitive intensity faced by corporations and the increased costs of selling have radically changed the nature of the traditional selling process. Key or "strategic" accounts have now become a company's most important asset, in some cases supplying in excess of 80 percent of a firm's revenues. Here, in one powerful volume, key account management expert Noel Capon provides the most comprehensive treatment of key account management and planning yet published. For the first time, Capon introduces his breakthrough four-part "congruence model" of key account management -- a new, thoroughly researched approach to optimally managing your key account portfolio. First, the author shows how to select and conceptualize the key account portfolio; second, how to organize and manage key accounts; third, how to recruit, select, train, retain, and reward key account managers; and fourth, how to formulate and execute strategy and issues of coordination and control. This congruence model serves as a backdrop as Capon takes the reader step-by-step through the vital functions of key account management including identifying key account criteria, considering the threats and opportunities for the key account, and understanding the roles and responsibilities of critical players. Capon backs up his points with extensive research, real-life stories of successes and failures at a variety of companies, and clarifying figures. Special chapters are devoted to partnering with key accounts and in-depth information on global key account management, an increasingly important weapon for staying ahead of the competition. Timely, important, and essential, Key Account Management and Planning is the only reference handbook those with key account responsibilities will ever need.

Key Account Management in Financial Services

Peter Cheverton
Key Account Management in Financial Services Book PDF

Author : Peter Cheverton
Publisher : Kogan Page Publishers
Page : 356 pages
File Size : 52,9 Mb
Release : 2004
Category : Business & Economics
ISBN : 0749441879

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Key Account Management in Financial Services by Peter Cheverton Pdf

Peter Cheverton's Key Account Management (3rd edition 2004) has established itself as the leading book on the subject. The idea for this new book was prompted by the huge up-take for his KAM Masterclass seminars and workshops from sales and marketing people in FS companies all over the world. It follows a similar structure to the original book, but offers specific advice on marketing and selling financial products, with real-world examples and case studies from FS companies around the globe. Compiled from original in-depth research and interviews, the book is divided into seven parts and is designed to take the reader through the process of understanding, analysis, planning, implementation and performance monitoring, so it can be used as a 'before, during, and after' guide to practical implementation. With areas covered such as the changing environment in financial services; the buying process; competitor replacement strategies; identifying key accounts; meeting the customer's needs; E-commerce and the Internet; and management of non key accounts, this book is a must-have for anyone working or studying in this field.

Key Account Management in Business-to-Business Markets

Stefan Wengler
Key Account Management in Business to Business Markets Book PDF

Author : Stefan Wengler
Publisher : Springer Science & Business Media
Page : 309 pages
File Size : 48,7 Mb
Release : 2007-11-06
Category : Business & Economics
ISBN : 9783835093553

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Key Account Management in Business-to-Business Markets by Stefan Wengler Pdf

Stefan Wengler provides a well founded answer to the question of the economic value and shows the need for the implementation of key account management. He presents a comprehensive, but easy-to-handle decision-making model that supports the decision on the most efficient key account management organization for individual companies. In addition, he gives a comprehensive overview on the key account management conception and its controlling tools.

Customer Relationship Management

Francis Buttle
Customer Relationship Management Book PDF

Author : Francis Buttle
Publisher : Routledge
Page : 495 pages
File Size : 42,8 Mb
Release : 2009
Category : Business & Economics
ISBN : 9781856175227

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Customer Relationship Management by Francis Buttle Pdf

This title presents an holistic view of CRM, arguing that its essence concerns basic business strategy - developing and maintaining long-term, mutually beneficial relationships with strategically significant customers - rather than the operational tools which achieve these aims.

The Challenger Sale

Matthew Dixon,Brent Adamson
The Challenger Sale Book PDF

Author : Matthew Dixon,Brent Adamson
Publisher : Penguin
Page : 240 pages
File Size : 54,8 Mb
Release : 2011-11-10
Category : Business & Economics
ISBN : 9781101545898

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The Challenger Sale by Matthew Dixon,Brent Adamson Pdf

What's the secret to sales success? If you're like most business leaders, you'd say it's fundamentally about relationships-and you'd be wrong. The best salespeople don't just build relationships with customers. They challenge them. The need to understand what top-performing reps are doing that their average performing colleagues are not drove Matthew Dixon, Brent Adamson, and their colleagues at Corporate Executive Board to investigate the skills, behaviors, knowledge, and attitudes that matter most for high performance. And what they discovered may be the biggest shock to conventional sales wisdom in decades. Based on an exhaustive study of thousands of sales reps across multiple industries and geographies, The Challenger Sale argues that classic relationship building is a losing approach, especially when it comes to selling complex, large-scale business-to-business solutions. The authors' study found that every sales rep in the world falls into one of five distinct profiles, and while all of these types of reps can deliver average sales performance, only one-the Challenger- delivers consistently high performance. Instead of bludgeoning customers with endless facts and features about their company and products, Challengers approach customers with unique insights about how they can save or make money. They tailor their sales message to the customer's specific needs and objectives. Rather than acquiescing to the customer's every demand or objection, they are assertive, pushing back when necessary and taking control of the sale. The things that make Challengers unique are replicable and teachable to the average sales rep. Once you understand how to identify the Challengers in your organization, you can model their approach and embed it throughout your sales force. The authors explain how almost any average-performing rep, once equipped with the right tools, can successfully reframe customers' expectations and deliver a distinctive purchase experience that drives higher levels of customer loyalty and, ultimately, greater growth.

The Seven Keys to Managing Strategic Accounts

Sallie Sherman,Joseph Sperry,Samuel Reese
The Seven Keys to Managing Strategic Accounts Book PDF

Author : Sallie Sherman,Joseph Sperry,Samuel Reese
Publisher : McGraw Hill Professional
Page : 225 pages
File Size : 53,6 Mb
Release : 2003-04-29
Category : Business & Economics
ISBN : 9780071436304

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The Seven Keys to Managing Strategic Accounts by Sallie Sherman,Joseph Sperry,Samuel Reese Pdf

Market-proven strategies to generate competitive advantage by identifying and always taking care of your best customers The Seven Keys to Managing Strategic Accounts provides decision makers with a proactive program for profitably managing their largest, most critical customers--their strategic accounts. Drawing on the expertise of S4 Consulting, Inc., a leading-edge provider of strategic account consulting, and Miller Heiman, a global sales training leader serving many Fortune 500companies, this how-to book shows how many of today's market leaders have learned to focus on their most profitable customers, avoiding or overcoming common errors before they become relationship-crippling disasters. Placing its total focus on the design and implementation of cost-effective strategic account management programs, this hands on book provides: A world-class competency model for strategic account managers Techniques for developing a program to manage and grow "co-destiny" relationships Examples and cases from Honeywell, 3M,and other leading corporations

A Practitioner's Guide to Account-Based Marketing

Bev Burgess,Dave Munn
A Practitioner s Guide to Account Based Marketing Book PDF

Author : Bev Burgess,Dave Munn
Publisher : Kogan Page Publishers
Page : 313 pages
File Size : 42,8 Mb
Release : 2021-06-03
Category : Business & Economics
ISBN : 9781398600898

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A Practitioner's Guide to Account-Based Marketing by Bev Burgess,Dave Munn Pdf

As some of today's major and complex companies are worth more than the GDPs of some countries, traditional marketing approaches, such as glossy corporate campaigns, will have limited returns. Account-based marketing, also known as client-centric marketing, treats important individual accounts as markets in their own right, to help strengthen relationships, build reputation, and increase revenues in important accounts. A Practitioner's Guide to Account-Based Marketing outlines a clear, step-by-step process for readers to harness ABM tools and techniques and set up ABM programmes. Featuring insights from practising professionals and case studies from organizations including Fujitsu, Infosys, Microsoft, O2 and ServiceNow, it also contains guidance on developing the competencies needed for account-based marketing and managing your ABM career. This updated second edition contains further discussion on how ABM initiatives can go from a pilot to being embedded in a business, new material on quantified value propositions and updated wider research. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers to deliver successful B2B marketing.

Sales Management

Bill Donaldson,Javier Marcos Cuevas,Régis Lemmens
Sales Management Book PDF

Author : Bill Donaldson,Javier Marcos Cuevas,Régis Lemmens
Publisher : Bloomsbury Publishing
Page : 328 pages
File Size : 45,5 Mb
Release : 2017-09-16
Category : Business & Economics
ISBN : 9781137355126

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Sales Management by Bill Donaldson,Javier Marcos Cuevas,Régis Lemmens Pdf

This is a core textbook that provides a practical and comprehensive introduction to selling and sales management. Packed full of insightful real-world case studies, the fourth edition of this highly successful text has been fully updated and revised throughout to provide a truly contemporary overview of the discipline. This textbook offers a unique blend of academic rigour and practical focus based on the authors' invaluable combination of industry experience, expertise in sales consultancy and years of teaching and research in sales. Accessibly divided into three parts-'Strategy', 'Process' and 'Practice'-it presents a wide range of topics such as ethical issues in sales, key account management, international sales, recruitment, and compensation and rewards. Sales Management is the definitive text for undergraduate, postgraduate and MBA students of selling and sales management. New to this Edition: - New chapters on Defining and Implementing Sales Strategies and Key Account Management - New case studies, vignettes, questions for reflection and statistics added throughout the text - An increased emphasis on the practical approaches to professional selling - Insightful interviews with sales professionals sharing their experience and insights at the end of some chapters

Strategic Marketing Communications

Paul Russell Smith,Paul Smith,Chris Berry,Alan Pulford
Strategic Marketing Communications Book PDF

Author : Paul Russell Smith,Paul Smith,Chris Berry,Alan Pulford
Publisher : Kogan Page Publishers
Page : 324 pages
File Size : 53,7 Mb
Release : 1999
Category : Business & Economics
ISBN : 0749429186

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Strategic Marketing Communications by Paul Russell Smith,Paul Smith,Chris Berry,Alan Pulford Pdf

Following the CIM Advanced level syllabus in Marketing Communications, this text covers key areas of the process and includes pro-forma documents for topics such as SWOT analysis, creative briefs and media briefs.

Key Account Management

Diana Woodburn,Malcolm McDonald
Key Account Management Book PDF

Author : Diana Woodburn,Malcolm McDonald
Publisher : John Wiley & Sons
Page : 497 pages
File Size : 54,8 Mb
Release : 2011-03-07
Category : Business & Economics
ISBN : 9780470974155

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Key Account Management by Diana Woodburn,Malcolm McDonald Pdf

"This book is crammed with distilled, practical wisdom for key account managers and their directors. Organizations claiming to practise key account management should equip everyone involved with a copy, so they really understand what they are supposed to be doing. Anything less is just old-fashioned selling." Developing successful business-to-business relationships with more customers in highly competitive markets requires processes and skills that go beyond traditional selling activity. The very best state-of-the-art strategies are set out clearly in this book by intentionally known authors who have worked at the highest levels with more key and strategic account managers worldwide than probably any other leading advisors. Based on the hugely influential KEY CUSTOMERS it looks at: Why has account management become so critical to commercial success? What are the key challenges and how do successful companies respond? What part does key account management play in strategic planning? How do companies build profitable relationships with their customers? How does key account management actually work? What does a successful key account manager look like and what skills does he/she need? How should key account managers be evaluated and rewarded? How do companies achieve key account management? By addressing these key questions Woodburn and McDonald provide tools and processes for success honed by tough consultancy projects with the boards of some of the world's leading companies. The book stresses the elements that really matter - from developing a customer categorization system that really works and analyzing the needs of key accounts; to understanding the new skills required by key account managers and ensuring that key account plans are implemented. The 'real world' approach is backed by tested principles and the latest research from the renowned Cranfield School of Management. Key Account Management comes from authors who have taught leading companies how to approach their most powerful and demanding customers and still make money. It is essential reading for all senior management with strategic responsibility, for key or strategic account directors, and for marketing and sales executives. The clear and authoritative approach also makes it an outstanding text for the serious MBA and executive student as well as business-to-business company directors and key account managers.

Key Account Plans

Lynette Ryals,Malcolm McDonald
Key Account Plans Book PDF

Author : Lynette Ryals,Malcolm McDonald
Publisher : Routledge
Page : 408 pages
File Size : 42,8 Mb
Release : 2010-05-14
Category : Business & Economics
ISBN : 9781136390661

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Key Account Plans by Lynette Ryals,Malcolm McDonald Pdf

To manage key accounts profitably you need strategic planning that works. This book is the definitive guide to achieving this based on the unmatched practical and research experience of Ryals and McDonald. Key Account Management is proven to deliver substantial benefits to the bottom line. Best practice companies know that real results from managing powerful customers are not achieved through short-term cost cutting. Instead, as the best companies understand, it depends on fostering carefully developed and profitably managed relationships with an equally carefully selected group of key accounts. This is a genuinely strategic activity that goes well beyond sales management and the simplistic use of budgets to generate targets. It is about the behaviours and practices that make predictable, profitable and sustainable Key Account Management possible. To achieve this the book is constructed to deliver- * Clear descriptions of the various techniques and the reason for their importance * A hugely powerful step by step approach to using the key techniques to build strategic skills * Templates for building real plans * Cases, examples and vignettes to show best real world practice Based on wide application in the business world, and the world class research at Cranfield Management School this book will be an essential introduction to the principles and reality of Strategic Key Account Planning. For senior managers, key account managers at all levels as well as those on executive and MBA courses it will be an essential guide and text.