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Key Account Management by Joel Le Bon, Carl Herman

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CHAPTER 3

Leveraging CollaborativeCRM and Technology

Talent wins games, but teamwork and intelligence wins championships.

—Michael Jordan

Key account success isn’t about winning a game; it’s about using teamwork and intelligence to win over the long haul. And, it is about using technology. Working as an effective key account team today requires information technology–—lots of it. How can a team—in this case the key account selling center—operate as a team without leveraging all forms of technology, especially that dreaded application—customer relationship management (CRM)? In this chapter, we will discuss why leveraging CRM may seem complex, yet unavoidable. Then we will make a persuasive case for the value of collaboration for key account teams, ...

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