doing strategic account management vs. talking about it
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© CSO Insights Proprietary & Confidential
Doing Strategic Account Management vs. Talking About It
Jim DickieCSO Insights
+1 (303) 521 4410jim.dickie@csoinsights.com
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© CSO Insights Proprietary & Confidential
The Marketplace Reality
Today we have a surplus of “similar” companies,employing “similar” people,with “similar” backgrounds,
coming up with “similar” ideas,producing “similar” things,
with “similar” quality & “similar” pricing!
Kjell Nordström & Jonas Ridderstråhle – Funky Business
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Sales Relationship/Process Matrix™
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Sales Relationship/Process Matrix™
Sold a Product,Bought a Product
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Sales Relationship/Process Matrix™
Sold a Product,Bought a Product
Sold a Promise,Bought a Promise
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SRP Matrix Analysis
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The SAM Dilemma
We know what we should do,so why isn’t it happening?
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The SAM Cost/Payback
Let’s do the math
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For Better or Worse
Culture eats strategy for breakfast!
- Peter Drucker
Great strategic account planning begins with Mindjet. Try it now.
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Challenges Impacting SAM Success
• Do I Personally Want to Do It?
• Do I Know How to Do It?
• Am I Held Accountable for Doing It?
• Are We Getting Better Because of SAM?
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The SAM Motivation Challenge
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The SAM Motivation Challenge
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The SAM Planning Challenge
Manual Create a SAM Format
Assess Accounts
Populate with Account Info
List Stakeholders
Determine Tasks
Email Out Team Tasks
Plan Management
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Sales Account Planning Challenges
Many Firms Don’t Enable Research in a Web 2.0 World
Disconnected AssetsEmail version control issues
CRM
Backend Systems
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? ?
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Synthesize Research in One SpotNo more Email Hell
Traditional Account
Pans
21st Century Account
Pans
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A Second Model for SAM Plan Development
Manual APM Tech-EnabledCreate a SAM Format
Assess Accounts
Populate with Account Info
List Stakeholders “Assess” Stakeholders
Determine Tasks Leverage Best Practices
Email Out Team Tasks Track Action Progression
“WORN” Plan Management Integrated Workflow Management
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The SAM Accountability Challenge
• Reminding Me to Stay on Track
• Reminding My Manager When I Get Off Track
• Determining How to Get Back On Track
Plan the Work, Now Work the Plan
Great strategic account planning begins with Mindjet. Try it now.
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The Gold Mining Challenge
– Demographic Analysis– Problem Assessment– Key Stakeholders– Buying/Selling Tactics– Competitive Effectiveness– Solution Usage Profiles– …..
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“Recipe for Successful” Technology Requirements
1. Enable “Collaborative Account Plans”
2. Holistic & Granular View
3. “Dynamic” Org Chart Creation
4. Minimize Manual Entry for Reps
5. Connect Account Plan to CRM
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Tech-Enabled SAM in ActionEnviance, Carlsbad, CA
• Environmental ERP Software Firm• Nigel Nugent, VP Worldwide Sales• Complex Sales• Differentiation Challenge• Need to Build Strong Business Case
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Nigel’s Marketplace Reality
Today we have a surplus of “similar” companies,employing “similar” people,with “similar” backgrounds,
coming up with “similar” ideas,producing “similar” things,
with “similar” quality & “similar” pricing!
Kjell Nordström & Jonas Ridderstråhle – Funky Business
With “similar” sales reps all doing “similar” tactics!
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Selling as Science AND Art
• Think of Sales Manager as Play Director• Think of Team Members as Actors• Think of SAM as a Great Script
– Construct a Unique Story• Things to do, Question to ask, Info to get
– Develop Fully Each Chapter• Qualify, Discovery, Demo/Present, Proposal,
Close, and Implement
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Tech-Enabled SAM
The First Sale Nigel Made Was an Internal Sale
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Enviance Improvements
• Chasing Fewer Poor Opportunities– Can’t write a great script, then don’t start the play
• Sell Cycle Length Decreased 10 – 15%
• Prospects Clear on Differentiation
• Win Rates More Than Doubled
Great strategic account planning begins with Mindjet. Try it now.
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• Challenge: Lacked effective solution for supporting complex team selling and account management – needed holistic visibility.
• Solution: Use Mindjet software to collaboratively map and brainstorm account plans. Developed an entire methodology suited specifically to their business.
• Benefits:• By using the shared account plan to understand
each account's needs, sales teams were able to create individually tailored client demonstrations that were highly effective
• Improvements in efficiencies, collaboration, and creativity
“Last quarter using Mindjet we won every account that we forecast -every single one.”
- Nigel Nugent, VP Worldwide Sales
Customer Success Story
“Mindjet has created efficiencies and collaboration in every area of my organization, providing a more holistic and efficient view of a complex multi-dimensional negotiation”
Enviance Summary
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Excelling at SAM Will Happen
Your Can Either Deal With It Proactively
Or
You Can Scramble to Do It After
A Major Competitive Loss
Which is Your Company Choosing?
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What happens next?
Great strategic account planning begins with Mindjet. Try it free for 30 days:
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