COURSE DESCRIPTIONS

E11 - SAM2WIN: Compete online against your peers in a turbulent world

E11
Availability:

Format: Self-Directed/Live Online

In this highly innovative online program, participants will compete against their peers to grow the business of a strategic account in a turbulent world. Through a mix of game play, coaching, principles and tools, participants will learn how to pilot their account business through declining demand and increased competition. Just think of it as a flight simulator for strategic account professionals. A strong emphasis is placed throughout the program on transferring the skills immediately to real account challenges.

 

  

TOPICS COVERED:

During the 12-week course, participants will perfect their ability to: 

  • Understand the buying process and how a supplier needs to align with it 
  • Manage the account business through a severe market shock like a pandemic 
  • Improve the accuracy of their sales forecast 
  • Define and segment an account in new ways that reduce competition 
  • Choose the best sales opportunities for the future that align with the buyer and leave competitors stuck in the past 
  • Position your brand in a superior way that connects with real customer needs 
  • Gain more profit from better implementation of the account plan in a dynamic world 
  • Form a holistic understanding of account management by fitting the various pieces together 

Weeks 1 - 4: Account Segmentation (First decision round) 

  • Launch Webinar 
  • There’s a pandemic coming. What shall we do? 
  • Use marketing thinking to develop pandemic-proof account strategies 
  • Segment the account in new ways that reduces competition 

Weeks 5 – 6: Opportunity Targeting (Second decision round) 

  • The buying process and how your selling process needs to align with it 
  • Get a good portfolio of sales opportunities 
  • Choose the best sales opportunities for focused sales effort 

Weeks 7 – 8: Superior Positioning (Third decision round) 

  • Coaching Call 
  • Value propositions and how to spot the gaps and gold that lies within them 
  • Position the brand to win by connecting with real and deep customer needs 
  • Create financially quantified value propositions 

Weeks 9 - 10: Account Planning (Fourth decision round) 

  • Learn to get the “strategy” into the account plan 
  • Use the plan to improve the sales forecast 
  • Use the plan to get the required resources for change 

Weeks 11 - 12: Implementation (Fifth and final decision round) 

  • Coaching Call 
  • Prepare for the perilous journey that is implementation 
  • Improve the odds of plan success 
  • Implement account plans in a dynamic world 
  • Announcement of the winning team and game debrief

 

Faculty: Malcolm McDonald, Emeritus Professor, Cranfield University School of Management, and Edmund Bradford, Managing Director, Market2Win