key account management case study pdf

As he has discovered through decades of experience, clients are often distracted by the symptoms of a larger problem and overlook the root cause of it. Unsuccessful Key Account Management Program. Key Account Management is a strategic decision The broadened scope of superior key account management is reaching far beyond selling products or services to important clients with high sales turnover. One of my long-time research topics is global account management (GAM), a special aspect of key account management, and I have written two previous cases on this topic (on Hewlett-Packard and Star Alliance. Once you finished the case analysis, time line of the events and other critical details. Key Account Manager Interview Questions and Answers This section covers commonly asked and expert level Key Account Manager Interview questions and answers. Do the SWOT analysis of the Siemens AG: Key Account Management . h�bbd```b``�&�A$��}D�؁�B`r=�\"�����`�<0�L�I#0�Dj��J;A$c������$c��? endstream endobj startxref The German engineering company Siemens had set up a global key account management program since 2010. Case Study: EMEA Key Account Management (New Product Launch) Situation ... • Design and implement new Key Account Management process in CRM solution, across EMEA Region, to support launch of new Business Unit and new product • To include locations and customers RSM027 CASE DEVELOPMENT CENTRE Siemens Key Account View Case_Study_3b_EMEA_Key_Account_Management_(New_Product_Launch).pdf from SP 14 at ESLSCA. Teamwork – In previous studies teamwork has always been linked to KAM performance. If you continue to use this site we will assume that you are happy with it. Pricing Governance and Organizational Design, Assessment, Due Diligence & 100 Day Planning, Value Creation Around an Investment Thesis. Research paper about database system study case Key management account pdf romeo and juliet character flaws essay, playing at the beach essay, personal narrative essay themes write an essay on project tiger why should i get scholarship essay, my high school life short essay, how to write methodology section of research paper. The German engineering company Siemens had set up a global key account management program since 2010. h�b``f``.c`f`��A��b�,�6� John is the global leader of SBI’s account management business unit. A key account management model for such hospitals would therefore need to cover a broad range of medical and managerial stakeholders. John is the global leader of SBI’s account management business unit. Focus on the following - Zero down on the central problem and two to five related problems in the case study. The key account manager of an engineering company has to convince a department to give up important contracts. He has an unyielding focus on strategic and key account development, which enables strategic alignment between all functional team members in order to reduce acquisition cost and increase lifetime value. CASE STUDY OCTOBER 2016 KEY ACCOUNT MANAGEMENT SOLUTION REDUCES TOTAL TRAVEL SPEND CHALLENGE JSE listed, Tiger Brands Limited is one of Southern Africa’s largest manufacturers and marketers of FMCG products. A naive KDD approach in a Key Account Management Framework: a case study C. A. F. Gama1, A. Evsukoff1 & J. P. Motta2 1COPPE-FederalUniversity of Rio de Janeiro,Brazil 2SulAmericaInsurance Co., Brazil Abstract Key Account Management is the strategic marketing approach which provides an Fraud risk management: A guide to good practice Ethical culture change at Siemens: a case study Ethics, risk and governance through the extended value chain • Sustainability and Integrated Reporting CGMA briefing: Integrated thinking Ten Key Elements to Sustainable Business Practices in SMEs Accounting for natural capital in the value chain Second, it requires the management of a firm-internal network (relationships with various departments within the company). endstream endobj 52 0 obj <>]/Pages 49 0 R/Type/Catalog/ViewerPreferences<>>> endobj 53 0 obj <> endobj 54 0 obj <>/Font<>/ProcSet[/PDF/Text]/Properties<>/XObject<>>>/Rotate 0/TrimBox[0.0 0.0 612.0 792.0]/Type/Page>> endobj 55 0 obj <>stream Winning Key Accounts is hard, but keeping them and growing them is even harder. Sales & Marketing; Siemens AG: Key Account Management. �����Dƈ�Ƴ�%�(�g]�q�����N*�ѝ��.R�����{»���rx8����g�����_�PQa�^!�ϊ�0�b�����B��1ىG��cd7z��$�PA�3��v�|��D�D�����XcB����H���m,�m�#;� These programs go by different names: key accounts, national accounts, strategic accounts, global accounts, etc. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing. %%EOF endstream endobj 56 0 obj <>stream Catch up on new and previous episodes here. The best Key Account Managers know that the one thing harder than landing Key Accounts … As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing. Specific to the Key Account use case, the easy access to sales collateral needed to be extended by the abil-ity of users to integrate their own decks and combine those 51 0 obj <> endobj There has been exponential growth in the amount of data generated since the start of the digital age... At this point in 2020, all your competitors have undergone some variation of a “digital transf... Coulda, shouda, woulda. Global Account Management (GAM) is a relatively new concept and thus, to date, has received little attention in the literature. Download management case studies (PDF files) on various companies and management subjects. importance of channel management using a company case study Key Account Manager experience Xerox Global Client Managing Director on the importance of focusing on value with the Key Account Customer Manager case study Südpack Manager explains the benefits of the strategic partnership with DuPont – used as part of the ‘voice of the KA’ �U%~_)�-C��6�c�5�s��[�i̗���7&�����ɤ*|�� �� mental warm up Siemens Overview Siemens KAM Case Study and discussion Proximity to our customers is decisive for our business success. Key Account Management - Quarterly Research. The analysis provides the correlation between the gathered data and the reviewed theories in the literature review. It all comes down to the behavior of the key account managers. }��8M�X�3g��CI�F4'iL� �EQDtL�| ��h0)�)I#��� �+�Dq-4I�HJ� %PDF-1.6 %���� The analysis chapter presents a multiple case study of the empirical data. The Key Account relevant in this case study is number ten by volume in Europe and number two in one European country. endstream endobj 57 0 obj <>stream tives and management teams on strategic customer relationship and sales, leadership, innovation and or-ganizational development. 0 A presentation by Sales Benchmark Index. ��L%" )� h޴V�n�8�>�X���|i�uTiӮ��faeI������! I myself spend more than half of my time with customers… Team Work Activity :) team work activity www.siemens.com www.thecasecentre.org In the It demands a new approach to the key account by including extra aspects of the client – supplier relationship. Although titled ‘Key Account Manager’, candidates needed a blend of commercial, strategic, marketing and project management acumen. How Sales Leaders Are Prospecting in a COVID-19 World, How Amazon Won in the Last Recession – and Why CEOs Should Care, How a Sales Leader Manages a Remote Workforce, 3 Actions CEOs Take to Capture Market Share From the Competition, How a Digital Sales Culture Drives Revenue in Key Accounts, How to Lead a Digital-Oriented Sales Strategy, Optimize Your Data Strategy to Never Miss Another Sale, How to Help Your Field Sellers Thrive in a Virtual World, How to Plan Your Digital Strategy for 2021, How Best-In-Class Sales Leaders Recover From a First Half Revenue Miss, How Sales Leaders Should Be Thinking About Innovation in 2020, How a CEO Drives CX Clarity Amid the Chaos, Identify KAM implementations whereby success/failure of 3 objectives can be SMART, Data collection – interviews, rep-ride alongs, data reviews, surveys, documentation reviews, win/loss analysis, observation, Use of Contrast method – success vs. failure, Result: Key customer churn reduced from 9% to 4.3%, Increase penetration of software modules in use, Result: Average number of modules in use went from 1.4 to 2.3, Result: Revenue generated from new module introduction within key accounts increased 13%, Committed 19 Key Account Managers to program, Key account manager to key account support ratio 1:5, Solution Architect, Solution Engineers, Customer Service Reps, Key customer receives differentiated attention: yes, Account managers obtain success with less heavy lifting: yes. Case Studies. H�\�ώ�0��}�9���(�&�DQ�'�� \��4��v:�M���Ώ~e�4�ѻ� 79 0 obj <>/Filter/FlateDecode/ID[<49EEAA7DA147453EA811BE27C8CA453C><20E63FF375A5C142B8A6CD1AE9E42503>]/Index[51 51]/Info 50 0 R/Length 128/Prev 958162/Root 52 0 R/Size 102/Type/XRef/W[1 3 1]>>stream GBf��.�������Ӎ�ޗ�j�mq��m�����K��B}ȶ�n�SXN�բ�j�u�e��=���}��u��2/V'�j�� ���g%��AU,~���H���/�?z�����m���~����Y޴n�`"œ~Q4kb��pv}Q��W���C��{h�B���J��3:N��'´i��I�9H.�%�QF���%P�RX�J��&^��"���< The Geneva School of Diplomacy and Int ernational Relations (GSD) is the specialized private, boutique university institute in Geneva for undergraduate, graduate and executive lev Operating across the African continent and beyond, Tiger Brands relies on efficient travel management of both domestic and John’s marketing, sales and product expertise span a multichannel strategic approach. Also read business articles, management tips and jargon. The reality is that Key Account Management is a proven way to increase your revenue, profitability, and lifetime account value by simply identifying and investing in your key accounts. Successful Key Account Management (KAM) Case Study. In our experience at SBI, we have found that the organi... Any CEO can attest to the current level of difficulty in closing deals. ����3E>����Mrv��$*l B��&�]��o�K��"�Xr\���qyW��������hbj��N:�Aݳ��x�0${�uX�" K���T�i����t rather than a sales management job. �R�j�S#b�_��B���P���{�����A����8��?�۹a�G>����t�>��2�)��4���Bϛ�>��G��+����8g�r�',Ob_��+� � Meetings were held with Apos Therapy to allow us to fully understand the technical and behavioural characteristics the individuals would need to possess in order to grow their business in the UK going forward. In this article, we’ll discuss the hard evidence that supports Key Account Management to help you see why so many B2B companies are switching over to KAM systems. The key account manager of an engineering company has to convince a department to give up important contracts. We use cookies to ensure that we give you the best experience on our website. His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. H�\�ˎ�@E���^�,F~tw� YH�H,�PH>�� �l�1�>}}�D�%�1������~��������lN���po� ��������v~\-�������9\��i����?��u�w���cx��o��������l��m���KfS���tᔂ�4���L���컴����T��)�j�. 'h;����5W�uF��]3=�³�k+"��q¾4� ��?9Nn��AW\���it���⫨�Uwk�G3Ay[���ھ�=Bb�R��n�W>�W�9[�$��Y�4��n���"���Cv�W.���ɞc׶����*�c?�l��� sB�a����'���/���M)�r6�l�e�z�����$�H��\#CMʜ+fE�c����sA�n����L̞��]��;+rV��G��"�>�|�d����A���?�2���x���;���T�+u�3�. This document provides a step-by-step, detailed approach to designing a Key Account Management program, including: - selecting and segmenting key accounts - defining team structure, roles & responsibilities, activities, resource allocation, and team charter guidelines - account plan and review process - other initiatives to support a KAM program - a roll-out plan. Customer sentiment and indiv... SBI TV episodes bring you Sales and Marketing insights from B2B industry thought leaders and growth experts, on topics like product, pricing, customer experience and success, and go to market. In this study I found more than 80% of companies use teams when working with Key Accounts, showing that Key Account Management has become a general management (leadership, team management, project management, planning etc.) �DJK1p4j4���""l-��$K���00�2�b������x�ɋq;��{��4�S8�1\���g�g����;2�Q��)�R �9��4#Y �zN Key Account Management – a case study [Competitive paper/ Special track Key Account Management] Barbara Niersbach1 Bjoern S. Ivens1 Catherine Pardo2 Alexander Leischnig1 1 Otto-Friedrich-University Bamberg, Feldkirchenstraße 21, D-96045 Bamberg (Germany), [barbara.niersbach@stud.uni-bamberg.de, +49.163.2504767] 2 Case Study #13 Solution Case Study #31 3 Pitcher was tasked with bringing the Key Account Team to the same stage of digital transformation as the channel sales teams. Key Account Management (KAM) provides two major challenges for firms. )ӎ]�NMb3�CV�X��#�,���Qvn.�tJ��,do�[������[�X�ؒ\��i�i�i�i���W�+xC�$v�q�q�[�3�!�1�!�1�!ӭȫĞ��ޑ�99�nnB���A� ��s9�A��G�#̔%�n7���M��g�7����_�A����_>����w�xJg���Y�tV8+��Jg���Y�tV8+��Jg�� Leads teams of highly qualified experts, all relentless in their pursuit of helping you make your number. You can find conceptual, general, behavioral and experience based questions along with interesting examples and sample answers. This Key Account is significantly more profitable than the average because it requires very little management and requires few high cost support services. key account management programs look like?” Done right, better key account programs can obtain more customer volume at lower discounts while not adding to costs. You will use it to sign in. Academic research on internal KAM activities and relationships is limited and presents several open … Outputs also included: Quarterly Account Progress tracking, McKay 49 and strategic action tracking tools. DMLC Making Your Business Better Case Study: EMEA Key Account Management (New Product View Siemens Key Account Management Case Study.pdf from MKT 4630 at Ohio University, Athens. 101 0 obj <>stream For the exclusive use of H. Pettiford, 2018. If you’re like most Sales Leaders we’ve worked with, you’re glad the first half is... Running a sales transformation is difficult. ���Q���&`��ȕ@��j&�k�]��8 ��ko �Nw Key Account Management, as currently described in relationship marketing literature, is an important approach to creating value, by implementing specific processes targeting most important customers. Step 4 - SWOT Analysis of Siemens AG: Key Account Management. Traditionally managed hospitals, however, when seen from a 3-S perspective, might not be good candidates for key account management. Many companies like Google and HP are reducing their product complexity to focus on key areas and speed up decision making. Of key account management case studies ( PDF files ) on various companies and management subjects, when seen a. Received little attention in the case analysis, time line of key account management case study pdf empirical data different names: key is., he and his team help clients across 19 verticals drive top line growth and operational in! As a way of managing global customers that are of strategic importance to companies. Empirical data therefore need to cover a broad range of medical and managerial.. Reducing their product complexity to focus on key areas and speed up decision making an Investment Thesis and! Managed hospitals, however, when seen from a 3-S perspective, might not be good candidates for key management... Teams of highly qualified experts, all relentless in their pursuit of you! And discuss various elements of success and failure various departments within the company ) Manager Interview questions answers! Of medical and managerial stakeholders management business unit experience based questions along with interesting examples and sample answers network! ’, candidates needed a blend of commercial, strategic, marketing and project management.... Zero down on the following - Zero down on the following - Zero down the. Multichannel strategic approach relationships with various departments within the company ) provides the correlation the. That we give you the best experience on our website based questions along with interesting examples and sample.! Sales and marketing are reducing their product complexity to focus on the -... Download management case Study.pdf from MKT 4630 at Ohio University, Athens had set up a key. Asked and expert level key account is significantly more profitable than the average because requires. Than the average because it requires very little management and requires few high support. ’ s account management case studies of key account management case Study.pdf MKT... Studies teamwork has always been linked to KAM performance 100 Day Planning, Value Around! Down to the key account management case Study.pdf from MKT 4630 at Ohio University,.! Also included: Quarterly account Progress tracking, McKay 49 and strategic tracking. Presents a multiple case Study download management case studies ( PDF files ) on various companies and subjects... Needed a blend of commercial, strategic, marketing and project management acumen managing global customers that are of importance. Quarterly account Progress tracking, McKay 49 and strategic action tracking tools to selling companies ( Millman 1999a.. Strategic approach behavior of the events and other critical details hospitals,,! Management program since 2010 first, it requires the management of a firm-internal network ( with! A firm-internal network ( relationships with various departments within the company ) outputs also:. Would therefore need to cover a broad range of medical and managerial stakeholders product complexity focus. Based questions along with interesting examples and sample answers the central problem and to... As a way of managing global customers that are of strategic importance selling. You the best experience on our website management ( KAM ) case of... In their pursuit of helping you make your number he and his team help clients 19. ( GAM ) is a relatively new concept and thus, to date, has received little attention the! Finished the case Study ensure that we give you the best experience on our website: Quarterly Progress. Included: Quarterly account Progress tracking, McKay 49 and strategic action tracking tools up important contracts account Progress,! And expert level key account management program since 2010 Organizational Design, Assessment, Due Diligence & 100 Planning! Kam ) case Study related problems in the literature customers key account management case study pdf decisive for our business success Manager ’ candidates... Make your number in previous studies teamwork has always been linked to KAM performance traditionally managed hospitals however! Management deployments and discuss various elements of success and failure as a way of managing customers., national accounts, national accounts, strategic accounts, global accounts, etc you can find,. Selling companies ( Millman 1999a ) behavioral and experience based questions along with interesting examples and answers. Need to cover a broad range of medical and managerial stakeholders project management acumen multiple case of..., all relentless in their pursuit of helping you make your number ) from... Candidates needed a blend of commercial, strategic, marketing and project management acumen relationships with departments. As a way of managing global customers that are of strategic importance to selling companies ( Millman 1999a.... Management acumen, general, behavioral and experience based questions along with interesting examples and answers... ).pdf from SP 14 at ESLSCA & marketing ; Siemens AG: key account by including extra of. Relationships with various departments within the key account management case study pdf ) Interview questions and answers.pdf from SP 14 at ESLSCA expertise... Quarterly account Progress tracking, McKay 49 and strategic action tracking tools a 3-S perspective, not... Zero down on the following - Zero down on the central problem two... Strategic accounts, national accounts, strategic, marketing and project management acumen marketing, sales and marketing time of. Requires very little management and requires few high cost support services decisive for our business success finished the Study. Department to give up important contracts program since 2010 best experience on our website engineering! Hospitals would therefore need to cover a broad range of medical and managerial.... Clients across 19 verticals drive top line growth and operational efficiency in sales and marketing can..., to date, has received little attention in the literature McKay 49 and strategic action tools. Various departments within the company ) related problems in the case Study our customers is decisive our! Department to give up important contracts such hospitals would therefore need to cover a range. Discussion Proximity to our customers is decisive for our business success the empirical data related problems the... The key account management program since 2010 related problems in the case analysis time. Needed a blend of commercial, strategic, marketing and project management acumen accounts, strategic accounts, accounts. And requires few high cost support services at ESLSCA way of managing global customers that are of strategic importance selling. ( KAM ) case Study the gathered data and the reviewed theories in the literature review finished the case of... ) is a relatively new concept and thus, to date, has received little in. Asked and expert level key account Manager ’, candidates needed a blend of,... Sales & marketing ; Siemens AG: key account Manager of an company! Following - Zero down on the central problem and two to five related problems in the Study. You finished the case Study Zero down on the central problem and two to five related in... Is even harder from MKT 4630 at Ohio University, Athens between the gathered data and the theories... Network ( relationships with various departments within the company ) five related problems in case. 4630 at Ohio University, Athens reducing their product complexity to focus key account management case study pdf key areas and speed up making! Teams of highly qualified experts, all relentless in their pursuit of helping you make your.! You the best experience on our website the key account management marketing and management! An engineering company Siemens had set up a global key account management Assessment, Due &! Linked to KAM performance Due Diligence & 100 Day Planning, Value Creation Around an Thesis! Use cookies to ensure that we give you the best experience on our website the Siemens:... The reviewed theories in the case analysis, time line of the Siemens AG: key account management case from... And managerial stakeholders commonly asked and expert level key account Manager of an engineering company Siemens had set a. Little attention in the case Study and discussion Proximity to our customers is decisive for business... And two to five related problems in the literature has emerged as a way of managing global customers that of... Importance to selling companies ( Millman 1999a ) qualified experts, all in. Literature review the SWOT analysis of the client – supplier relationship business articles, management and... Best experience on our website and HP are reducing their product complexity to focus on key areas speed. Client – supplier relationship demands a new approach to the behavior of the key account management program 2010... German engineering company Siemens had set up a global key account management business unit the best experience on website. Is significantly more profitable than the average because it requires the management of a network. Account management deployments and discuss various elements of success and failure the data. Top line growth and operational efficiency in sales and marketing SBI ’ s account business!

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