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On-Demand Webinar: Using SAM to Help a Small Company Grow Globally

Starting a SAM/GAM/KAM program from scratch is no easy task. As vice president of strategic accounts for MCI, a global meetings, events and engagement-solutions leader, Dev Sharma knows the challenges all too well. In this webinar, he'll share his hard-earned insights - what worked as well as what didn't - as the chief architect of his company's SAM program. Issues Sharma will discuss include: creating and nurturing executive buy-in choosing the right SAM model balancing global vs. local priorities how to find the right talent how many accounts…and which ones? measuring success When MCI began its SAM journey 10 years ago, it was a niche player with fewer than 300 employees working out of eight offices in western Europe. Fast forward to the present day, and MCI has more than quintupled its workforce, spread its footprint to six continents and seen double-digit year-over-year growth for the past decade. Every company and industry is different, but Sharma will leave attendees with concrete examples they can use to jumpstart a SAM initiative or improve an existing one.

Author(s): Dev Sharma, MCI

Publication Date: 6/10/2015

Resource Type: Webinar

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

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Examples of Strategic, Key or Global Account Manager Job Descriptions

See a selection of actual job descriptions for the position of strategic, key or global account manager posted on the Internet in May 2015. Various industries are represented including industrial, healthcare, retail, service and IT.

Author(s): SAMA

Publication Date: 6/8/2015

Resource Type: White paper/article

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

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Measuring and Managing Customer Profitability

As companies shift from a product-centric focus to a customer-centric focus, a myth that almost all current customers are profitable needs to be replaced with the truth. Some high-demanding customers may indeed be unprofitable! Unfortunately, many companies' managerial accounting systems aren't able to report customer profitability information to support analysis for how to rationalize which types of customers to retain, grow or win back and which types of new customers to acquire. With this shift in attention from products to customers, managers are increasingly seeking granular nonproduct-associated costs to serve customer-related information as well as information about intangibles, such as customer loyalty and social media messaging about their company and its competitors. Today in many companies there's a wide gap between the CFO's function and the marketing and sales function.

Author(s): Gary Cokins, CPIM, Analytics-Based Performance Management, LLC

Publication Date: 6/8/2015

Resource Type: White paper/article

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

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18. From transactional sales to Global Account Management: the senior management view

How can senior management accelerate the SAM implementation process? This session will highlight how a company of $2bn/12,000 employees made the transition from transactional sales to GKAM proficiency in 5 years. Learn what senior management must consider, the roadblocks to expect, and how senior management can contribute to their removal. Gain insights into successful strategies, useful tools and best practices. Audience members will benefit from the experience of a seasoned Key Account Manager and their peers in attendance; hear successes and challenges; and leave the session with practical take-aways.

Author(s): Stephan Ackermann, Former Head of Global Key Account Management, Mettler-Toledo

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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9. Metrics drive SAM programs: Why you can't afford to ignore technology

Strategic Account Managers are consistently challenged with finding ways to increase wallet share with customers and avoid margin compression driven by purchasing organizations. In order to do this, it’s vital to know the metrics around your strategic accounts beyond the historical revenue. How much potential does a customer have to contribute future revenue? What is our trend in customer relationships and satisfaction/loyalty? Where is the white space to sell more products? How do I quantify the value that we co-create with the customer and more importantly – how do I translate that into growth? During this program we will talk about the challenges with acquiring this data, approaches to simplification and the value of visualization in driving strategic account planning and execution.

Author(s): Tim Braman, VP Corporate Strategy, Revegy; Lee Riles, Oracle Business Operations Director, UK (Former), Oracle Corporation

Publication Date: 6/8/2015

Resource Type: Presentation handout

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

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B1. Leading and coaching the SAM's performance

Leading companies implementing and embedding SAM performance coaching are experiencing a step change in sales results, SAM skill development and sustained business impact. This hands-on session includes application to real-life challenges and opportunities, and is designed to equip you, the leader of SAMs, to: understand what the best SAM coaches do differently; sharpen your skills as a high-performing SAM coach; understand pragmatic, transformational leadership skill set and tools to envision, align, engage, mobilize and hold your SAM managers/leaders accountable to deliver results; learn and apply a proven framework to engage collaboratively in coaching conversations that elevate, accelerate and sustain performance – throughout the SAM account management/value selling process; and, establish a best-in-class coaching practice within your organization.

Author(s): Josh Dey, Vice President, The Summit Group

Publication Date: 6/8/2015

Resource Type: Presentation handout

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

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B2. Understanding customer types in real world account management

Is there only one approach to manage your most strategic customers? No. We do not see a “one size fits all” but several management models between transactional sales and high end strategic account management. In 2014, SAMA launched a survey for gaining empirical foundation on a structured segmentation of Strategic/Key Account Management types. Based on this study academia and practitioners will be able to find the best fit management models for different environments and will improve the efficiency of their approach. Join our esteemed panel of academics and practitioners as they discuss the results of the study and the practical applications. No matter the management models that fit your account portfolio, this session will help you improve the business outcomes of your most strategic customers.

Author(s): Bernard Quancard, CEO & President, Strategic Account Management Association; Hajo Rapp, Head of Strategic Accounts, Siemens; Florian Kraus, Professor of Marketing, University of Mannheim; Volkhard Bregulla, Global Managing Director, HP

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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2. Walking in the Shoes of a SAM

This popular session returns with new SAM panelists. What is it like to walk in the shoes of an experienced strategic account manager? Join this exchange of personal and professional insights and experiences, and come with your own questions about what it’s like to be a SAM in these challenging times.

Author(s): Erich Brants, Strategic Account Management Director, Johnson&Johnson Medical Brasil; Tom Kurt, Strategic Account Manager, Sonoco; Julie Sheridan, Global Account Director, Hilton Worldwide; Mike McCool, Vice President, Business Development, Freeman

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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3. Leading and Coaching the SAM's Performance

Leading companies implementing and embedding SAM performance coaching are experiencing a steep change in sales results, SAM skill development and sustained business impact. This hands-on session includes application to real-life challenges and opportunities, and is designed to equip you, the Leader of SAMs, to: • Understand what the best SAM coaches do differently • Sharpen your skills as a high-performing SAM coach • Understand pragmatic, transformational leadership skill set and tools to envision, align, engage, mobilize and hold your SAM managers / leaders accountable to deliver results • Learn, and apply a proven framework to engage collaboratively in coaching conversations that elevate, accelerate, and sustain performance – throughout the SAM account management / value selling process. Note: This workshop builds on the SAMA U “Coaching the SAM’s Performance” program that ran at SAMA U in Chicago, Oct. 2013 – and was rated 4.8 overall and 5.0 for facilitation/effective presenter.

Author(s): James Robertson, President, The Summit Group; Josh Dey, Vice President, The Summit Group

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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6. Connecting Emotional Competencies to SAM Success

What is Emotional Intelligence, and why is it important for SAM success in today’s business environment? Although not a new concept, Emotional Competency training and tools have been credited with remarkable impact on change management and growth results for many large companies and should be considered as a required new skill for SAM effectiveness. EI is an absolute requirement for aligning with your most critical, key or strategic customers. Key Learnings: What Emotional Intelligence means to the SAM role; Case studies of two companies using Emotional Intelligence with their customer-facing team – embryonic and mature; and, Tools and skills to enable the SAM to foster behaviors of self-directed learning for developing trusted relationships, both internally and externally.

Author(s): James Choat, Senior Vice President, The Simplexity Group; Justin Kotzur, National Key Accounts Manager, Boehringer Ingelheim Vetmedica; Michael Stevens, Founder & CEO, The Simplexity Group

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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7. The Right Strategic Account Manager

We all now realize there are people for positions and positions for people. As the profession of strategic Account Manager continues to evolve there have been significant discoveries on what is the holistic composite of the “right” person to be an effective SAM. This session explores more than 25 years of study on the characteristics, behaviors background, education, experiences and the personal attributes (often unknown till now) that make up the ultimate SAM. Most organizations are faced with a dilemma; do I train, hire and/or both. The answer is deeper than this and will be explored during this session.

Author(s): Dennis Chapman, President & CEO, The Chapman Group

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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8. SAM Incentives, Benchmarks, and Best Practices

For Strategic Account Managers, it is important to provide incentives for the performance they deliver. But traditional “sales” incentives may not be the answer.  These incentives can be tactical, targeted at short-term results and geared toward individual responsibility for generating revenue for the organization.  However SAMs tend to be part of a team sale, long-term focused, strategic, and seeking a “win-win” for both their company and the customer.  So how should SAMs be incented?  Join Chad Albrecht from ZS Associates as he walks through some best practices in SAM incentives, and presents recently published findings from the bi-annual SAMA incentive compensation survey.

Author(s): Chad Albrecht, Principal, ZS Associates

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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10. Coordinate a Global Team through Account Planning Technology

Collaboration is a key element of strategic account management. SAM’s are constantly challenged with having to manage the players that touch their accounts – yet they have to do this having little or no actual authority over other departments. This session will cover how SAMs can use technology to better coordinate resources and move away from static account planning and into a more agile framework for internal collaboration and even how to invite the customer into the process. Revegy’s head of Corporate Strategy will discuss trends in technology-enabled collaboration and tools that can be leveraged by individual teams or enterprises to engage and collaborate, such as Twitter, Linked in groups, Box.com, Presi and other technologies that are simple to be adopted by Account Teams, with or without enterprise level involvement.

Author(s): Colin Anderlohr, Senior Director, Sales Effectiveness, JDA Software; Tim Braman, VP Corporate Strategy, Revegy

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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11. Customer Experience: How To Connect Customers To Your Organization

Given the global nature of Johnson Controls Power Solutions and our customers’ increasing expectations across regions, we needed to implement a holistic Customer Experience program supported by tools and technology that: 1. Captures the voice of the customer in a consistent way, allowing us to establish a better connection and alignment with our customers. 2. Establishes world class techniques and tools to interpret VoC and embed it in our business metrics and processes. 3. Enables action planning that allows us strengthen the relationships with our customers. We established a team that represented cross functional and cross regional advocates to review best practices from all survey and data gathering programs globally. We established a standard set of questions that had flexibility for channel, customer role, and regional variations. We are developing outcomes that will tie directly to financial, operational, and employee engagement metrics. In addition, we have created a central repository of customer feedback and a single access system for action planning and follow up from the contact level, to account level, to regional and global systemic issues. We have a single point to understand feedback, create action plans, measure the outcome of those actions, and monitor the impact from the annual survey process. This system is integrated and supported with CRM system(salesforce.com) and our Customer Experience partner, Walker Consultants.

Author(s): Kristy Elmore, Ex. Director Sales Operations, Johnson Controls Power Systems; Daniel Viera, Manager, Customer Experience, Johnson Controls Power Systems; Brad Linville, Principal, Senior Vice President, Walker Information

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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13. Accelerate, simplify, and scale your SAM process

A panel discussion featuring SAMA members, the challenges they have overcome using software, and the impact tools can have on improving customer engagement.  Panelists will share their experiences and provide insights on how to system-enable your SAM program and improve commercial results with customers.

Author(s): Jerry Alderman, CEO, Valkre Solutions; Tom Kurt, Strategic Account Manager, Sonoco

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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14. A true one stop shop for all things SA - the DHL CSI journey of its CRM solution from concept to implementation to user adoption

Are you thinking about implementing a CRM system? Have you recently done so and are looking to drive user adoption and a true performance culture? Or are you simply interested in exchanging on best practices and how to implement account management processes that add value to users, are interconnected and help the sales organization to focus on what’s important? Join us for a session where we will share the experience and journey of DHL Customer Solutions and Innovation and how we went from a fragmented system landscape with challenges and reluctant usage to a state of the art, true one stop shop for all things account management that is embraced by the organization. We will introduce some of our key processes, show the before / after and talk about how we gained the buy-in from the organization. See you there!

Author(s): Sebastian Sprenger, Vice President - Sales Best Practices & Development, DHL Customer Solutions & Innovation; Anand Kulkarni, VP Customer Visibility & Performance Management, DHL Customer Solutions & Innovation

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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15. Stop Falling Down on SAM Execution

Many organizations are waking up to the value of having a SAM program, making account retention increasingly difficult. Customers will readily detect organizations that are unable to sustain the discipline required. Conversely, as competition heats up, you must be in a position to objectively assess the health of your key account relationships and allocate scarce resources accordingly. In this session, we will review how one organization successfully implemented a dynamic customer scorecard that objectively monitors progressive customer responsiveness. They also integrate it with the action plans their account team must execute to continue to create value for selected key accounts.

Author(s): Adrian Davis, President & CEO, Whetstone Inc.

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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16. Understanding Customer Types

Is there only one approach to manage your most strategic customers? No. We do not see a “one size fits all” but several management models between transactional sales and high end strategic account management. In 2014, SAMA launched a survey for gaining empirical foundation on a structured segmentation of Strategic/Key Account Management types. Based on this study practitioners will be able to find the best fit management models for different environments and will improve the efficiency of their approach . Join our esteemed panel of practitioners as they discuss the results of the study and the practical applications. No matter the management models that fit your account portfolio, this session will help you improve the business outcomes of your most strategic customers.

Author(s): Dominique Côté, Executive Director, Commercial Operations and Excellence , Zoetis; John Gardner, President, Global Strategic Accounts, EMERSON Process Management Group; Bernard Quancard, CEO & President, Strategic Account Management Association; Hajo Rapp, Head of Strategic Accounts, Siemens

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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17. Strategic Account Selection and De-Selection Criteria

This presentation will present Sherwin Williams’ fit and attractiveness model that can be used as a tool for the Strategic Account Manager to determine if a prospective account fits the criteria to be a true Strategic Account. Protective & Marine Coatings Vice President of Global Accounts, Doni Riddle will present key areas of focus and showcase a tool to be used for account comparisons.

Author(s): Doni Riddle, Protective & Marine Coatings Vice President of Global Accounts, Sherwin-Williams Company

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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18. Monetizing Value Going beyond selling value to getting paid for value

The world of sales and strategic accounts has been disrupted by a perfect storm: customers – corporate purchasing is having a dramatic effect on the way our sales teams need to conduct their business; competitors – new entrants, technologies and competitors are disrupting the customer – seller conversation; and commerce – pay for product is not enough - we need to find new ways to get paid for value. With more than 20 years at the helm of SKF’s successes, Bill Moore will explore the changes SKF is experiencing, their approach to the challenges that value commerce brings and how they have successfully recaptured control of the value conversation. Topics to be addressed include people - often not trained to act strategically and do not define own value proposition well; pitches - keeping ahead of the buyers, finding points of leverage, leveraged negotiation; and partners – be successful while defining / understanding / delivering distributor partner success.

Author(s): Robert Maguire, Partner, Maguire Izatt LLP; William Moore, Senior Vice President, Sales Development and Channel Management, SKF

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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19. How & When to Form a Strategic Alliance

Most SAMs could strengthen their presence in their Account and/or Marketplace immediately if they had strong Alliance Partners. But most SAMs have ill-founded fears or loss of control or loss of budget dollars. So, because of these fears, an Alliance Partnership is a “tactic of last resort” instead of a “tactic of first choice.” But forming a relationship with “partner” that can withstand the test of time and the challenges of doing business within a common customer necessitates a common vision based on a six-point joint Value Proposition. Without which, the relationship becomes vulnerable to vision decay, just another “good idea” going bad. Participants attending this advanced session will leave with an understanding of: - How to “shop” for the right partner - How to establish a healthy Communication Strategy for sustaining a healthy relationship for the partnership - How to establish the basis for a partnership - How to qualify if you are philosophically aligned with your partner, and - How to create an unmatchable Value Proposition for your partnership

Author(s): LaVon Koerner, Chief Revenue Officer , Revenue Storm; Michael Leonetti, CEO, ASAP; Mark McMichael, Vice President, Business Development, Revenue Storm

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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20. The Future Model of Sales: Precision Guided Selling

Yesterday, sustainable competitive product advantage lived happily alongside annual strategic planning, static customer needs and all the legacy sales enablement solutions designed for this same world. In today's market, your value is shifting constantly as is that of your competitors. Ditto for the needs of your customer. What Strategic Account Managers need is specific, customized and actionable data that helps them compete at every stage of the new buy/sell cycle with technology that houses the data all in one place. In this session, SAFC shares best practices in understanding their emerging role of making better decisions on behalf of their company and guiding customers to make higher value decisions with compelling financial results in SAFC’s favor.

Author(s): Carrie Welles, Partner, Vice President, Think! Inc. / 5600blue; Benjamin Shoham, Ph.D., Senior Strategic Relationship Manager, SAFC; Kevin Kolell, Director, Strategic Account Program, SAFC

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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22. Know your customer

Winning SAM programs know their customers better than the customers know themselves. In a very short time the art of the possible has made it easier and less costly to identify value “fit” insights with customers, and customers’ customers, using the right technology and processes. Recent research has shown that SAM’s who can provide unique insights and guidance to their customers show superior performance, but how can an organization make this repeatable and scalable? Our recent survey with CEO’s and leaders of commercial operations have shown that 75% believe they do NOT have a repeatable process, 65% believe the insights of their SAM’s are critical to the success of the customer, but 80% of the interviewees lack the systems and processes to deliver this value at scale. A critical framework is missing: the understanding of how information can effectively be sourced and actioned to help SAM’s deliver on the expectations, what tools to use, and how to implement. Applying approaches such as big data, predictive analytics, social software, internet of things and data visualization can open up new possibilities for SAM program heads and executives to educate their SAMs on how to understand their customers, differentiate in their trusted advisor role by helping customers understand themselves, and understand their customers’ customers.

Author(s): Roger Bottum, Principal, The Bottom Line; Roland Dietz, President & CEO, Focused Connections Partners; Darrell Gunter, Founder & CEO, Gunter Media Group; Dr. Janny Vos, Strategic Partnerships Director, CAB International

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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23. Challenges of Establishing SAM in Emerging Markets

As companies extend their reach into new geographic markets, one challenge is often the absence of channel partners with capabilities that are a “given” in established markets. Strategic Accounts expect similar levels of support around the world, so adopting a less solution-oriented business model is typically not an option. Deciding how to develop new channels, including training and support, and how to divide responsibilities for delivering solutions between suppliers and channel is a challenge. This presentation will highlight leading practices in channel design and management, and include anecdotes that strategic account managers can learn from as they evaluate how to gain leverage through their channels.

Author(s): David Hartman, Principal, Blue Canyon Partners

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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24. Strategies for being Customer-Centric with Procurement

This session will focus on laying out an approach to help with the following - gaining the right strategic knowledge of the Procurement organization; establishing relationships and credibility with Procurement (and Procurement executives in particular); gaining access to senior level Procurement executives; powerfully communicating in a customer focused way with Procurement; positioning your company and you as a customer centric resource with real value rather than just a vendor; and differentiating you and your company from its competitors.

Author(s): Mark Shonka, Co-President, IMPAX Corporation; Scott McMeekin, Senior Vice President of Sales, Healthcare Data Solutions

Publication Date: 6/8/2015

Resource Type: Presentation handout

Subject Tags:

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

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Page 9 of 62