August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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In order to balance risk, it is important to have a balanced customer portfolio and focus resources only where integrated relationships are robustly justified.
Classifying your key accounts
The matrix in Figure 3.1 has a fancy name, but do not be put off. We promise you that it is very practical, actionable and useful. From here on, we will refer to it as the SPM (strategic planning matrix).
Figure 3.1 Selecting and categorizing customers by potential
SOURCE adapted from Woodburn and McDonald (2012)
The purpose of the McDonald/Rogers KAM strategic planning matrix (SPM) is to map all important ...
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