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KAM & Marcom (stages (strategic account management team (key account…

- - - - reduce cost
  - - - awareness
        
        prospecting
        
        advertising
    - - feature comprehension
        
        open relationship/ qualifying prospect
        
        trade shows
    - - lead generation
        
        qualifying prospect
    - - performance comprehension
        
        sales message
    - - offer customisation
        
        closing sale
    - - reassurance
        
        service
        
        personal selling
  - - - institutional clients
        
        London embassy
    - - diplomat security bulletin
      - follow-up calls
      - invite to a seminar
      - booklet to shopping centre managers
      - security industry's main trade show
        
        appointments in advance
        
        track relationships
        
        expert speakers in the exhibition's seminar
        
        credibility
      - email marketing tool
        
        regularly security advice and update with no follow-on costs
      - CRM data base
        
        track of each campaign's success rate
  - - - complain seeing messages from different departments
        
        merge three operations into one
      - a fleet management group
    - - clearer
    - - improved customer relations
    - - eye-catching: two people kissing: close relationships
        
        place in trade publication
        
        target key decision customers
  - - - product/service focus
      - aim at organisational intermediaries
        
        retailers/ wholesalers/ distributors
        
        suppliers encourage them to stock their goods for resale
      - important: personal selling and sales promotions
    - - product/ service focus
      - influence end users
        
        motivate enquiry, repeat purchase
      - important: communication, awareness
    - - company focus
      - influence stakeholders in the company's network
      - build the reputation
  - - - structure
      - climate
      - power
    - - frequency
      - direction
      - content
      - modality
  - - - differentiate
      - agency's skills
      - Barclays
        
        radio
        
        bring new business account
        
        30,000 leads, 10% new account and 21% switchers
        
        been together years but still feel like strangers?
    - - press release
      - websites
        
        case studies
    - - discounts/ gifts/ free merchandise
        
        value
        
        ROI
        
        Brammer
        
        MRO product distributor
        
        NSK/ Siemens
        
        differentiate from competitors who win by price
        
        loyalty programme
        
        direct marketing: booklets
        
        ROI: response rate well above avg
    - - mail
      - telemarketing
        
        generate leads
        
        appointment
      - internet
        
        benefit
        
        24/7
        
        global reach
        
        interactivity
        
        flick to click
        
        browsing a catalogue and then going online, enter the code to search the product
        
        Catalink.com
        
        B2B and B2C catalogue portal
        
        clients find it easier to browse a printed catalogue and place order online
    - - personal interaction
      - confirm sales
        
        Airbus $45bn in Paris Air Show in 2007
      - workshop for managers
        
        interest
    - - face-to-fae
      - relationships
      - explain
- - - - goal-oriented
      - customer-oriented
      - adaptive
      - enthusiastic
      - competitive
      - organised
      - self-motivated
      - IT-literate
      - Empathetic
    - - strategic plans
      - presentation to executive level/ help make product decisions
    - - define needs
      - suggest the best means
    - - persuade customers to place orders with distributors or wholesalers
    - - product display
      - technical aspects
  - - - qualitative
        
        skills
        
        communication
        
        selling
        
        initiative
        
        manner
        
        knowledge
        
        competition
        
        product
      - quantitative
        
        sales volume
        
        sales volume to previous year's sales
        
        sales volume by dollar quota
        
        number of new accounts
        
        net dollar profits
    - - guidance and feedback
    - - geographical
        
        Luxottica
        
        Italian sunglasses manufacturer
        
        subsidiaries in local network of sales reps
      - product
        
        typically high-tech/ high-value
        
        wide range of product and technically complex
      - market
        
        in tune with market dynamics
        
        satisfaction
    - - inventory control
      - sales processing
      - tracking of customer interactions
      - sales forecasts and performance
    - - communication effectiveness
        
        require face-to-face negotiations
      - channel structure
        
        push oriented
        
        personal selling v
      - complexity of IORs
        
        environment
        
        relationship atmosphere
      - complexity of the offering
        
        knowledge from the salesperson
      - significance of purchase
  - - - internet & direct mail
        
        not enough to explain
        
        direct sales team
        
        telemarketing
        
        identify key customer accounts
  - - - production of alumium
        
        wheel and forged: focus on customisation
        
        engage organisational buyer
        
        some highly centralised decision-making
        
        persuade senior buying manager
        
        organise sales process
        
        collaboration with different units
        
        relationship
        
        set contact managers
        
        sales team
        
        product knowledge
        
        pricing, engineering expertise
        
        involve senior executives
        
        verbal commitment
        
        focus people's attention on collaborative sales commitment
- - - - selling centre
      - buying centre
  - - - buying groups
    - - selling to 'prize accounts'
      - reducing the supplier base
      - requires service and cost performance
- - - - new
        
        customers
        
        distributors
      - existing
- - - - Identify opportunity at overlapping customers/ segments
      - customer-level account planning
        
        ensure value, skills required
      - clarify decision making, processes, incentives
      - roll out new structure and process
    - - Provides key account managers with a senior level advocate
        
        needs of the strategic account are being met
      - show the supplier are committed to a long-term relationship
      - sounding board to key account manager for the development of strategies
      - assist key account manager in securing resources
  - - - defection
      - negative word of mouth
      - slow payment
      - fraud
    - - resource scarcity
      - control
      - Destabilisation of status and authority
      - unfair effort
    - - losing customers/ solution
        
        poor management commitment/ cross-functional coordination
        
        cross-functional perspective on each key account
        
        regular meetings of each cross-functional operational team
        
        monitor events, decisions, and time-frames, KAM team feedback to the Steering Group
        
        marginalised marketing department
        
        KAM steering group as a forum for cross-functional decision-making
        
        wholly sales focused
        
        foster strategic KAM thinking
        
        pressure to achieve short-term sales targets
        
        increasingly demanding and powerful accounts
      - managers of each function to jointly develop and implement a KAM programme
        
        greater customer commitment, promised sales, and improved brand equity