Want to accelerate your SAM journey?
Three critical areas to tackle.
This last year has certainly proven this saying in our customer-centric aspirations.
In general, and across businesses, engagement models have been shattered. Although we are all looking forward to going back to having human interactions in our day to day, we all know that the end of the pandemic will not mean a return to what used to be our norm. This past year has created a new normal, one where virtual engagement will remain even as we re-introduce some face to face into our lives. Organizations we work with are already planning for this next or new normal hybrid model and have spent tremendous efforts to elevate the needed skillsets of their commercial teams – especially strategic account managers.
If we try to draw some positive from the year that just passed;
Covid 19 has accelerated and catalyzed several exciting aspects of the future work and organization design. These changes would otherwise have taken years to do, but the pandemic has forced all of our organizations to pivot and reinvent the way we engage with our customers. As a result, we have seen an increased interest in moving to a more focused, value bringing and high impact engagement model.
This is leading many companies to accelerate their strategic account management journeys and transformations.
On the customer side, we see companies seeking interactions that bring them new insight, knowledge, ideas and innovations. They are looking for business partners to help them return to growth. Companies that have seized the opportunity and cared for their customers have elevated their trust level and customer loyalty.
Based on our recent clients work and interviews, we have discovered three areas we believe are essential to establishing and accelerating the SAM journey:
These critical success factors are:
1: Having a Center of Excellence – an emerging best practice.
2: Executives “buy-in and be in“ – to ensure resources allocation and the necessary cultural shift.
3: Account-Based Marketing – as a co orchestrator of the Strategic accounts teams.
In this three-part series, we will deep dive into each of these above topics, starting with the Center of Excellence as the lighthouse to the Strategic account management journey.
About the Author
She is an accomplished international business leader, recognized as a chief architect of global account program journeys, leading corporate changes and cultural shifts for customer-centric innovation and patient value.
Dominique is a panelist and keynote speaker in Europe and the U.S. in the areas of commercial Excellence and Customer centricity. She writes and is published in journals like Journal of Sales Transformation, Velocity, and others on these topics.
The idea of executive engagement impliesan accountable and engaged member of the account team, rather than a distant back- room player. In our organization's work, we see much confusion and lack of clarity on executive sponsorship, even when it is in place....
The COE creates the fine balance by driving the corporate shift, aligning the vision and mindset and providing an aligned communication and business process while enabling the local groups to focus on customer intimacy and relevant value In addition to everything...
Simplicity and sustainability are created when we move from role competencies and curriculum to customer centric curriculums When looking at SAM's competencies and skillset, many of our clients struggle to integrate and connect with the diverse competency models...