May 2015
Intermediate to advanced
82 pages
4h 27m
English
Content preview from Key Account Management
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Key Account Management,Organizational Alignment,and the Selling Center
In many ways a firm’s most valuable financial asset is its customer base.
Setting up a key account program and strategy requires a careful analysis of the customers as assets, along with the suppliers’ strengths and weaknesses. Because selling to large customers consists of multiple stakeholders, key account programs should be built upon a clear vision and specific organizational resources which need to be aligned. In this chapter, we specify the criteria that help define key account customers and define selling centers’ structure and behavior. We also provide a framework for aligning the selling center with the key account strategy. ...