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 [email protected]

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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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Sold a Product,Bought a Product

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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?

Stephen Bell

SB: SAM is not the acronym used in the WP. It referred to Account Planning/Management (APM) solutions.I think we should be consistentIf they mean different things then we should at lease refer to APM separately for consistency with WP

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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.

https://www.mindjet.com/?source=sscso

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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

?

? ?

?

?

?

?

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

Stephen Bell

Maybe this is where we start talking about APM solutions?

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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



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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



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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:


doing strategic account management vs. talking about it

Business

kjell nordstrm

employing

similar quality

producing

similar pricing

similar ideas

similar companies

similar backgrounds