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On-Demand Webinar: Developing and Leveraging Strategic Customer Knowledge to Sell Your Value

Selling value is tougher than it's ever been. If we sell value, it is not enough to understand your customer's needs; we have to understand its business. This interactive and application-oriented workshop will focus on effectively gaining the right customer knowledge to help you differentiate yourself, your company and your solutions from your competitors. You will learn how to clearly understand your customer's business in three knowledge areas: business/strategic knowledge, solution/opportunity knowledge and relationship knowledge; quickly gather and analyze publicly available data; gain an inside perspective of your customer; conduct high-impact research meetings; develop relationships that lead to customer knowledge; and identify your unique business value by understanding your customer's business.

Author(s): Mark Shonka, Co-President, IMPAX Corporation; Jim Ellis, Commercial Director, Sensient Technologies

Publication Date: 9/30/2016

Resource Type: Webinar

Subject Tags:

Price: Non-Member - $169.00 | Individual Member - $99.00 | Corporate Member - $0.00

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Velocity Issue 3, 2016

Author(s): SAMA

Publication Date: 9/17/2016

Resource Type: Velocity Magazine

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Price: Non-Member - $25.00 | Individual Member - $0.00 | Corporate Member - $0.00

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Editor's Corner

Author(s): Gloria Naurocki

Publication Date: 9/17/2016

Resource Type: Velocity Magazine

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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Quick Takes

Author(s): Editors

Publication Date: 9/17/2016

Resource Type: Velocity Magazine

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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Data Watch

Author(s): ZA Associates; Accenture

Publication Date: 9/17/2016

Resource Type: Velocity Magazine

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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Strategic reflections: Passing the price gauntlet with strategic accounts

The author cautions against discounting too soon or too often, practices that erode trust, and advises defending price with value, including creating tradeoffs in exchange for any discounts.

Author(s): By Dr. Reed K. Holden, Founder, Holden Advisors Speaker/Author

Publication Date: 9/17/2016

Resource Type: Velocity Magazine

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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Built to win: Ecolab's corporate accounts philosophy

This article presents a transcript of a discussion about career paths for SAMs, training for corporate account employees, data management and analysis, the role of the C-level and human resources in corporate accounts, allocating resources and the "virtuous cycle" of the customer-supplier relationship.

Author(s): Ecolab CEO Doug Baker interview with SAMA President and CEO Bernard Quancard

Publication Date: 9/17/2016

Resource Type: Velocity Magazine

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Price: Non-Member - $10.00 | Individual Member - $0.00 | Corporate Member - $0.00

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Leveraging your company’s thought leadership and innovation

The authors advocate sharing with your customers the knowledge, insights and expertise that exists throughout your organization to create value for both your customer and your organization.

Author(s): By Rosemary Heneghan Director, International Sales Organization, IBM, and Ron Davis EVP, Global Customer Management, Zurich Insurance

Publication Date: 9/17/2016

Resource Type: Velocity Magazine

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Price: Non-Member - $10.00 | Individual Member - $0.00 | Corporate Member - $0.00

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Building a SAM program from the ground up at Johnson Controls

Johnson Control's market analysis and voice-of-the-customer assessment of the overall effectiveness of its sales and delivery model resulted in a SAM program that within two years of inception became one of its four strategic growth platforms.

Author(s): By Katrina Lidell, Vice President of Enterprise Accounts, Johnson Controls, and Randy Lewis, Director of Enterprise Accounts, Johnson Controls

Publication Date: 9/17/2016

Resource Type: Velocity Magazine

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Price: Non-Member - $10.00 | Individual Member - $0.00 | Corporate Member - $0.00

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Monetizing customer experience

This article defines customer experience, explains the value of investing in it and presents a framework for measuring its impact on business growth and profitability.

Author(s): By Janet LeBlanc, President, Janet LeBlanc + Associates Inc.

Publication Date: 9/17/2016

Resource Type: Velocity Magazine

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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On the personal side with Raoul Cyprien Kwetcheu, CSAM

In his correspondence with SAMA’s Research General Manager Elisabeth Cornell, Raoul Cyprien Kwetcheu, CSAM, tells of his passion for the SAM profession and his personal journey to become a certified strategic account manager, the first sub-Saharan African to do so, which has led him to higher levels of opportunity and challenge.

Author(s): Elisabeth Cornell, SAMA Research General Manager

Publication Date: 9/17/2016

Resource Type: Velocity Magazine

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Price: Non-Member - $10.00 | Individual Member - $0.00 | Corporate Member - $0.00

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Getting To We: Negotiating Agreements for Highly Collaborative Relationships

Harvey Dunham, Managing Director of SAMA Business Development, recommends Getting to We, saying "the authors convinced me that anything less than a sustained effort to establish and document the foundations upon which the (customer-supplier) relationship is built is destined to fall apart prematurely."

Author(s): Harvey Dunham, Managing Director of SAMA Business Development

Publication Date: 9/17/2016

Resource Type: Velocity Magazine

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Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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On-Demand Webinar: Value Beyond the Sight Line

Discovering your company's impact upon your customer requires an ability to see beyond the direct usage of your products or services. This session will show how one company discovered, quantified and utilized hidden value streams to create deeper and more entrenched relationships that lead to more profit and revenue for both the customer and your own company. The attendees should leave the webinar with ideas and a potential methodology to employ to identify hidden value streams discovered through collaborating with your customers.

Author(s): Bill Moore, Vice President, SKF

Publication Date: 8/30/2016

Resource Type: Webinar

Subject Tags:

Price: Non-Member - $169.00 | Individual Member - $99.00 | Corporate Member - $0.00

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On-Demand Webinar: Empower your Customers by Simplifying Account Planning

For Oracle Corporation, a global technology company serving a broad list of customers that includes all 100 of the Fortune list, strategic account management has become a critical part of their success in retaining and growing key client relationships. But for their National Security Group (NSG) which manages the highly regulated, compliance-heavy public and defense sectors, strategic account management brought a unique set of challenges. Join Denise Matalas, VP of Strategic Programs for Oracle NSG, to hear how she and her teams evolved their go-to-market strategy and sales planning processes with technology that drives ongoing, iterative and customer-focused account planning. With the depth of experience in their teams and tight restrictions on sharing knowledge virtually, they found a way to leverage account planning that enables their teams to collaborate and share industry expertise to encourage critical thinking in complex sales cycles. Denise will also discuss the role that executive leadership plays in reinforcing account planning as a discipline and core part of how they achieve trusted advisor status to the United States Intelligence Community.

Author(s): Mark Kopcha, CEO, Revegy; Denise Matalas, VP of Strategic Sales and Marketing Programs, Oracle NSG

Publication Date: 7/14/2016

Resource Type: Webinar

Subject Tags:

Price: Non-Member - $169.00 | Individual Member - $99.00 | Corporate Member - $0.00

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Changes and Predictions Affecting Strategic Account Management

SAMA and Walker (an expert consulting firm specializing in customer experience) teamed on a research project that has yielded the SAM practitioner's view of anticipated changes (both real and perceived), either already occurring or expected to occur, that may have an impact on strategic customer management and supplier performance within the next 12-24 months. The study's scope encompassed changes coming variously from the global economy, the SAM practitioner's company, primary industry, top customers' organizations and top customers' industries. Additionally, we were interested to see what sort of predictions (positive and negative) our sample respondents would be willing to make about the future state of their company's SAM practices and their top customers' behaviors. Lastly, we wanted to gauge the SAM practitioners' personal level of confidence and optimism about the future.

Author(s): Strategic Account Management Association and Walker

Publication Date: 7/8/2016

Resource Type: Research

Subject Tags:

Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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On-Demand Webinar: Is it time to rethink segmentation?

In many business-to-business situations, multiple stakeholders within a strategic account organization are involved in making or influencing purchase decisions - each with potentially different needs and buying behaviors. Given that stakeholders are multifaceted, your strategy and value propositions need to be multifaceted as well. This session will address how to determine if your customer is ready for a strategic account management relationship and will demonstrate how you can introduce needs-based segmentation into your major account strategy to identify which value propositions and messages align with which stakeholder and why.

Author(s): Axel J. Leichum, Partner, Blue Canyon Partners

Publication Date: 6/30/2016

Resource Type: Webinar

Subject Tags:

Price: Non-Member - $169.00 | Individual Member - $99.00 | Corporate Member - $0.00

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The Reinvention of Procurement

Where is the practice of procurement heading and how is it changing? What is the new procurement paradigm? Though this article was written for procurement and sourcing professionals, SAMA shares this important thought-piece with our strategic supplier community to provide an interior view of a profession in transformation. The similarities to the evolution of strategic account management are very relatable!

"Procurement is, in many ways, a victim of its own success. As recently as 10 years ago, there was significant value to be gained by using competition to motivate better supplier performance and to re-balance supplier profit margins and customer costs. But rigorous and coordinated sourcing has enabled companies to maximize purchasing leverage based on their total spend. While there will always be some suppliers with a high degree of pricing power because of a unique technology or market position, today we find a consolidated supply base, operating with profit margins kept in check by competitive pressure.

In other words, the low-hanging fruit has been picked. So what will drive the next wave of value? Fundamentally, we believe it is innovation not just in product design or manufacturing technology, but also in business processes and models, and in the capture and utilization of data and information. A critical function for procurement in the future will be the capability to strike the right strategic balance with different suppliers between competitive pressure and associated uncertainty (which helps guard against supplier complacency, but also acts as a powerful disincentive to supplier investment), and deeper collaboration and longer-term commitments to suppliers (which act as a positive incentive to supplier investments)."

Author(s): Jonathan Hughes, Partner and Danny Ertel, Partner at Vantage Partners

Publication Date: 6/1/2016

Resource Type: White paper/article

Subject Tags:

Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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1. Distributor Engagement Approach

AXA MATRIX has created a distributor engagement approach designed to leverage strategic, regional and local intermediary relationships to aid in acquisition of new business, displacement of existing non-AXA MATRIX service providers, retention and expansion of existing customer business, and improved customer-service density. The purpose: to establish strong collaboration and exchange within the full span of the AXA organization to remain organizationally aligned, distinguish and differentiate AXA MATRIX with the placement and customer advocacy functions of our distributors, and demonstrate collaborative industry thought leadership and customer partnership around emerging or evolving trends. Our conference session will define the unique nature of the business model, discuss challenges and opportunities to leverage the tripartite relationship to provide customer value, and describe the benefits of driving a collaborative approach – all while providing specific examples.

Author(s): Peter Linn, CEO, AXA MATRIX Risk Consultants; Michael P. Golden, Executive Vice President, North American Global and Risk Solutions, Willis; Martin Eckert, Business Development Manager , AXA MATRIX Risk Consultants

Publication Date: 5/23/2016

Resource Type: Presentation handout

Subject Tags:

Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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10. Prioritizing Customers, Opportunities & Stakeholders: Aligning with, and Focusing on, What and Who Matters Most

Top-performing strategic account organizations know time is their most precious currency…you can’t print more! At the heart of strategic account management is mindfully deciding where, and with whom, to invest and divest your time, energy and resources. This session will help you counter the threats of “all customers are important” and “activity addiction” through a pragmatic strategic account and opportunity prioritization “GPS system,” guiding you to both whom, and where, you can create the greatest impact and accelerate profitable growth. This session will engage you in the latest thinking on strategic account segmentation, selection and de-selection, opportunity prioritization and stakeholder mapping; go well beyond revenue, share- and potential-based segmentation to consider attributes that provide more reliable indicators of future customer (and non-customer) behavior; equip you with simple, pragmatic tools and principles to help you know where to spend more (and less) time in the quest to focus on the right business fit, for both you and your customer; and capture what’s working and lessons learned with real-world examples of what the best companies are doing differently to prioritize accounts and opportunities, and align enterprise resources with what and who matters most.

Author(s): Phil Styrlund, CEO, The Summit Group; Dominique Côté, Commercial Operations and General Management Pharmaceutical

Publication Date: 5/23/2016

Resource Type: Presentation handout

Subject Tags:

Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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11. Setting up a co-creational value orientated business model with a top 5 pharma company

Fette Compacting GmbH is the leading provider of integrated solutions for industrial tablet production. A technological and global market leader, the company was charged with setting up a co-creation value-oriented business model with its most strategic global accounts. This presentation will highlight a case study with a top-five pharma company and discuss important milestones, activities, tools, drawbacks, resistance and frustration on the way to implementing a successful SAM/SRM model.

Author(s): Steffen Wehlte, Sales Director Global Accounts, Fette Compacting GmbH ; Martin Davies, Global Account Manager, Fette Compacting GmbH

Publication Date: 5/23/2016

Resource Type: Presentation handout

Subject Tags:

Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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12. Value Beyond the Sight Line

Discovering your company's impact upon your customer requires an ability to see beyond the direct usage of your products or services. This session will show how one company discovered, quantified and utilized hidden value streams to create deeper and more entrenched relationships that lead to more profit and revenue for both the customer and your own company. The attendees are asked to bring examples from their own lives and be prepared to work through a shortened version of the process. An audience member or two, time allowing, will be asked to volunteer to walk through their opportunity. Closing with ""next steps,"" the attendees should leave with ideas and a potential methodology to employ to identify hidden value streams discovered through collaborating with your customers.

Author(s): Bill Moore, Sr. Vice President, SKF

Publication Date: 5/23/2016

Resource Type: Presentation handout

Subject Tags:

Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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13. Value co-creation and pricing: best practices for profiting from value via customer collaboration

Increasingly, B2B buyers request a business case to justify spend. The natural implication for B2B sellers is that capabilities in value quantification are mandatory – as opposed to “nice to have” – in order to develop profitable customer relationships. In this workshop we will provide two complementary perspectives on value quantification within cutting-edge B2B companies. On the one hand, Todd Snelgrove will share insights on a 10-year journey towards excellence in value quantification at SKF, a company that is recognized as best-in-class in documenting and quantifying value in industrial markets. On the other hand, Andreas Hinterhuber will summarize the results of a 5-year research project in excellence in value quantification, highlighting best-practice examples, processes and capabilities in value quantification of B2B companies around the world. Key benefits for attendees will include insights into the organizational transformation towards excellence in value quantification; best practice examples on quantified value propositions and value calculators of leading B2B companies globally; and insights on capabilities and personality traits of SAMs that excel in value quantification.; As a result of implementing key learnings of this workshop, participants will be able to withstand B2B purchasing manager price pressure and realize higher price levels and higher contract closure rates.

Author(s): Todd Snelgrove, Global Manager Value, SKF; Andreas Hinterhuber, Partner, Hinterhuber & Partners

Publication Date: 5/23/2016

Resource Type: Presentation handout

Subject Tags:

Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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13. Value co-creation and pricing - best practices for profiting from value via customer collaboration(Unpacking Best Value TCO White Paper)

Increasingly, B2B buyers request a business case to justify spend. The natural implication for B2B sellers is that capabilities in value quantification are mandatory – as opposed to “nice to have” – in order to develop profitable customer relationships. In this workshop we will provide two complementary perspectives on value quantification within cutting-edge B2B companies. On the one hand, Todd Snelgrove will share insights on a 10-year journey towards excellence in value quantification at SKF, a company that is recognized as best-in-class in documenting and quantifying value in industrial markets. On the other hand, Andreas Hinterhuber will summarize the results of a 5-year research project in excellence in value quantification, highlighting best-practice examples, processes and capabilities in value quantification of B2B companies around the world. Key benefits for attendees will include insights into the organizational transformation towards excellence in value quantification; best practice examples on quantified value propositions and value calculators of leading B2B companies globally; and insights on capabilities and personality traits of SAMs that excel in value quantification.; As a result of implementing key learnings of this workshop, participants will be able to withstand B2B purchasing manager price pressure and realize higher price levels and higher contract closure rates.

Author(s): Todd Snelgrove, Global Manager Value, SKF; Andreas Hinterhuber, Partner, Hinterhuber & Partners

Publication Date: 5/23/2016

Resource Type: Presentation handout

Subject Tags:

Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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13. Value co-creation and pricing - best practices for profiting from value via customer collaboration(White Paper)

Increasingly, B2B buyers request a business case to justify spend. The natural implication for B2B sellers is that capabilities in value quantification are mandatory – as opposed to “nice to have” – in order to develop profitable customer relationships. In this workshop we will provide two complementary perspectives on value quantification within cutting-edge B2B companies. On the one hand, Todd Snelgrove will share insights on a 10-year journey towards excellence in value quantification at SKF, a company that is recognized as best-in-class in documenting and quantifying value in industrial markets. On the other hand, Andreas Hinterhuber will summarize the results of a 5-year research project in excellence in value quantification, highlighting best-practice examples, processes and capabilities in value quantification of B2B companies around the world. Key benefits for attendees will include insights into the organizational transformation towards excellence in value quantification; best practice examples on quantified value propositions and value calculators of leading B2B companies globally; and insights on capabilities and personality traits of SAMs that excel in value quantification.; As a result of implementing key learnings of this workshop, participants will be able to withstand B2B purchasing manager price pressure and realize higher price levels and higher contract closure rates.

Author(s): Todd Snelgrove, Global Manager Value, SKF; Andreas Hinterhuber, Partner, Hinterhuber & Partners

Publication Date: 5/23/2016

Resource Type: Presentation handout

Subject Tags:

Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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16. Developing and Leveraging Strategic Customer Knowledge to Sell Your Value

Selling value is tougher than it's ever been. If we sell value, it is not enough to understand your customer's needs; we have to understand its business. This interactive and application-oriented workshop will focus on effectively gaining the right customer knowledge to help you differentiate yourself, your company and your solutions from your competitors. You will learn how to clearly understand your customer's business in three knowledge areas: business/strategic knowledge, solution/opportunity knowledge and relationship knowledge; quickly gather and analyze publicly available data; gain an inside perspective of your customer; conduct high-impact research meetings; develop relationships that lead to customer knowledge; and identify your unique business value by understanding your customer's business.

Author(s): Mark Shonka, Co-President, IMPAX Corporation; Jim Ellis, Director of Sales, Sensient Technologies

Publication Date: 5/23/2016

Resource Type: Presentation handout

Subject Tags:

Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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