global account management reloaded (gam meets sales 3.0) gssi 2009 conference – clermont-ferrand
TRANSCRIPT
© Olivier Riviere / Mmd – GSSI Conference 2009 © Olivier Riviere / Mmd – GSSI Conference 2009
Global Account Management: unchanged?
Web 2.0Entreprise 2.0
• Individualism and tribalism
• Conversations• Complex trust
mechanisms
GAM X.0?Sales 3.0
• Consultative• Collaborative• Transactional
and relational
• ???• ???• ???
© Olivier Riviere / Mmd – GSSI Conference 2009 © Olivier Riviere / Mmd – GSSI Conference 2009
GAM reality evolution
• Customer selection• GAM teams & skills• Methodology• Technology for GAM• Success metrics
© Olivier Riviere / Mmd – GSSI Conference 2009 © Olivier Riviere / Mmd – GSSI Conference 2009
Evolving definition of “Global Client”
Used to be defined by;• well defined unified needs• centralized decision making• prevailing HQ will ….
Now tends to be;• global but diverse• ambiguous• a balance between HQs and geographies
© Olivier Riviere / Mmd – GSSI Conference 2009 © Olivier Riviere / Mmd – GSSI Conference 2009
Client segmentation matrix
Value (revenue, relationship)
Potential(growth, prestige)
High Value Clients
Star ClientsDevelopment Clients
Dilemna Clients
- Manage for retention and profitability
- Invest for expansion ofrelationship and scope
-Limit costs- Potential replacement strategy
- Controled investment for development
Example for an intellectual services supplierExample for an intellectual services supplier
© Olivier Riviere / Mmd – GSSI Conference 2009 © Olivier Riviere / Mmd – GSSI Conference 2009
Multi-level segmentation
• Apply segmentation to Global, Regional,and Local level– Forces a dialog– Makes differences in analysis visible and
rational– Helps manage ambiguity
• Differentiate true Global Accountsfrom multi-national development accounts
© Olivier Riviere / Mmd – GSSI Conference 2009 © Olivier Riviere / Mmd – GSSI Conference 2009
GAM team and skills
• GA Lead as a multiculturalentrepreneur– Networker and influencer– Politically astute– At ease with ambiguity– Virtual team manager
• GA team member skills– Collaborative approach– Multicultural flexibility– Networking and influencing
© Olivier Riviere / Mmd – GSSI Conference 2009 © Olivier Riviere / Mmd – GSSI Conference 2009
GAM methodology
• Advanced Virtual teammanagement techniques
• Global Service Standard• Global Account Plan
– Including a specific networking and bizdev plan
© Olivier Riviere / Mmd – GSSI Conference 2009 © Olivier Riviere / Mmd – GSSI Conference 2009
Technology for GAM
• Leverage Web 2.0 tools
• Portal for knowledge sharing
• Adequate processautomation
© Olivier Riviere / Mmd – GSSI Conference 2009 © Olivier Riviere / Mmd – GSSI Conference 2009
GAM success metrics
• No leniency on figures– Revenue, margin
• Take care of people– Team dynamic– Personal development
• Push your offer– Strategic delivery to each GA?
A good GA balanced score cardshould cover the following areas
© Olivier Riviere / Mmd – GSSI Conference 2009 © Olivier Riviere / Mmd – GSSI Conference 2009
Global Account Management Reloaded
Web 2.0Entreprise 2.0
• Individualism and tribalism
• Conversations• Complex trust
mechanisms
GAM ReloadedSales 3.0
• Consultative• Collaborative• Transactional and
relational
• Extended definition of global• Networking with clients• Truly multicultural team• Advanced performance
management
© Olivier Riviere / Mmd – GSSI Conference 2009 © Olivier Riviere / Mmd – GSSI Conference 2009
Thank You!
Olivier RiviereMmd, General Manager, Poland & Baltic States
Author, speaker, and coach on Marketing and Communications”MARKETING LIGHTHOUSE”
[email protected]+48 693 837 6106
Skype: olivierriviere7808