bma chicago - sales and marketing alignment that actually produced results
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T. Insprucker 847-963-8863 1
Sales and Marketing Alignment that
actually produced results!
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Select customers with FACTS!
The Top 1,300 Accounts Represent Approximately 90% of the Total Margin
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Market Segmentation - Behavior
Process Fab Press Centrifuge
Molding
Commercial HVAC Eng. Gen Pump
CommercialCompressor Woodworking
Appliance
N/A
It’s What They Do! Not What They Buy!It’s What They Do! Not What They Buy!
EndUser
Specified
OEMSpecified
RepetitiveManufacturing Design/Build
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A Good Customer is:
• What Are the Criteria for Account Selection?• Does $$$ Opportunity = “Goodness”?• Does past performance = “Goodness”?• Do long valued relationships = “Goodness”?
• What Are the Criteria for Account Selection?• Does $$$ Opportunity = “Goodness”?• Does past performance = “Goodness”?• Do long valued relationships = “Goodness”?
Q: What is the Mortal enemy of your team? A: Anecdotal evidence
• A Good Customer Is Any Customer Who
Meets Your Criteria for Good Customer Selection
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When Is a $40,000 CustomerWorth More Than an $80,000
Customer?
When Is a $40,000 CustomerWorth More Than an $80,000
Customer?
When the $40K Customer Is at 50% Margin
and the $80K Is at 20%
When the $40K Customer Is at 50% Margin
and the $80K Is at 20%
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8T. Insprucker 847-963-8863
ChannelAccounts
• Develop or Maintain
• Covered by Square D
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The Model
Programs
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Implications of Major Account Strategy
Electronic Machinery
Panel Building
Back-Up Power
HVAC/Pump/Compressor EDEM
Mat Handling
SemiconductorControl Panels
Computer Pwr. HVAC EDEM Packaging
MetalworkingSquare D
PanelsEngine
Generator Refrigeration EEM ConveyancePrinting Telecomm Pump Retrofitters Elevator
Compressor Escalator
Major Acct Marketing Manager
Major Accounts
Square D OEM Sales - Primary
Square D Distributors - Supporting
Responsibilities:
• Major Acct. Plan Development/Msrmnt.
• Drive Major Acct. Needs/Priorities
• Drive Productivity/Specialized Services
• Manage multi-site coordination
• Policy Deployment
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Electronic Machinery
Panel Building
Back-Up Power
HVAC/Pump/Compressor EDEM
Mat Handling
SemiconductorControl Panels
Computer Pwr. HVAC EDEM Packaging
MetalworkingSquare D
PanelsEngine
Generator Refrigeration EEM ConveyancePrinting Telecomm Pump Retrofitters Elevator
Compressor Escalator
Square D Channel Sales - Supporting
Channel Accounts
Distributor Sales - Primary
Field/Channel Marketing Support
Responsibilities:
• Distributor Business Development
• Policy Deployment
• Sales Plan/Program Support
• Price/Profitability Management
Go to market Implications of Channel Strategy
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How to keep alignment
• Yearly one week boot camp for ALL sales and marketing, focused on the new years plan of action. Plus time for team building/bonding.
• Quarterly meetings of Major account and portfolio account teams
• Constant executive dialogue