文档介绍：Using Key Account Management to Capture Market Opportunities
March 2002
CONFIDENTIAL
This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the anization without prior written approval from McKinsey & Company. This material was used by McKinsey & Company during an oral presentation; it is not plete record of the discussion.
Client discussion/LOP on multi-level sales improvement program (SSP/sales performance, cross-selling and coordination, solutions and vertical packaging)
SALES & CHANNEL PRACTICE
JOHN ABELE-CL, MIKE LONGMAN-CL
INTRODUCTION
Following is a sample client discussion/horizontal LOP that outlines a multi-level sales improvement program that includes:
Frontline sales performance improvement/better intra-unit management of large customers
Cross-selling and sales coordination (typically across units)
Solutions and vertical packaging
With key account management (KAM) as an enabler.
This document takes prehensive view to sales improvement and KAM; however, KAM or other sales improvement efforts can and often are shorter or more narrowly focused.
In addition, in this particular example, we had deep knowledge of the client situation through previous strategy and pricing studies, as represented on the example pages attached. This might not be the case in your client situation.
For more information on these and other sales and channel topics, contact the North American Sales & Channel Practice.
1
TODAY’S DISCUSSION
Overview of key account management
Perspectives on the opportunity
Basic beliefs and approach
Selected examples
Discuss a suggested approach
Diagnosing the opportunity
Building the capabilities and capturing near-term value
Designing anization
Resource requirements
Highlight McKinsey qualifications
Firm experience and resources
Understanding of pany
Field questions and discuss next steps
2
TODAY’S DISCUSSION
Overview of key account management
Perspec