Global Account Management Reloaded (GAM meets Sales 3.0) GSSI 2009 Conference – Clermont-Ferrand.

Global Account Management Reloaded

(GAM meets Sales 3.0)GSSI 2009 Conference – Clermont-Ferrand

© Olivier Riviere / Mmd – GSSI Conference 2009 © Olivier Riviere / Mmd – GSSI Conference 2009

Global Account Management: unchanged?

Web 2.0Entreprise 2.0

• Individualism and tribalism

• Conversations• Complex trust

mechanisms

GAM X.0?Sales 3.0

• Consultative• Collaborative• Transactional

and relational

• ???• ???• ???


GAM reality evolution

• Customer selection• GAM teams & skills• Methodology• Technology for GAM• Success metrics


Evolving definition of “Global Client”

Used to be defined by;• well defined unified needs• centralized decision making• prevailing HQ will ….

Now tends to be;• global but diverse• ambiguous• a balance between HQs and geographies


Client segmentation matrix

Value (revenue, relationship)

Potential(growth, prestige)

High Value Clients

Star ClientsDevelopment Clients

Dilemna Clients

- Manage for retention and profitability

- Invest for expansion ofrelationship and scope

-Limit costs- Potential replacement strategy

- Controled investment for development

Example for an intellectual services supplierExample for an intellectual services supplier


Multi-level segmentation

• Apply segmentation to Global, Regional,and Local level– Forces a dialog– Makes differences in analysis visible and

rational– Helps manage ambiguity

• Differentiate true Global Accountsfrom multi-national development accounts


GAM team and skills

• GA Lead as a multiculturalentrepreneur– Networker and influencer– Politically astute– At ease with ambiguity– Virtual team manager

• GA team member skills– Collaborative approach– Multicultural flexibility– Networking and influencing


GAM methodology

• Advanced Virtual teammanagement techniques

• Global Service Standard• Global Account Plan

– Including a specific networking and bizdev plan


Technology for GAM

• Leverage Web 2.0 tools

• Portal for knowledge sharing

• Adequate processautomation


GAM success metrics

• No leniency on figures– Revenue, margin

• Take care of people– Team dynamic– Personal development

• Push your offer– Strategic delivery to each GA?

A good GA balanced score cardshould cover the following areas


Global Account Management Reloaded

Web 2.0Entreprise 2.0

• Individualism and tribalism

• Conversations• Complex trust

mechanisms

GAM ReloadedSales 3.0

• Consultative• Collaborative• Transactional and

relational

• Extended definition of global• Networking with clients• Truly multicultural team• Advanced performance

management


Thank You!

Olivier RiviereMmd, General Manager, Poland & Baltic States

Author, speaker, and coach on Marketing and Communications”MARKETING LIGHTHOUSE”

[email protected]+48 693 837 6106

Skype: olivierriviere7808

Global Account Management Reloaded (GAM meets Sales 3.0) GSSI 2009 Conference – Clermont-Ferrand.

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