Siemens and Account Planning Process (APP · CCooppyyrriigghht ((C)) SSieemmennss AAGG –t op+...

Copyright (C) Siemens AG – top+ 2006 All Rights Reserved

Siemens

and

Account Planning Process (APP+)

May 2006

Copyright (C) Siemens AG top+ Customer Focus 05/06 2

Siemens’ innovations have changed the world

From the first views inside the body – to full-body 3D scans

From single messages on a single line – to millions of simultaneous calls

From the first electric railway – to 310-mph maglev trains

Transportation

Communications

Healthcare


Siemens’ innovations have changed the world

Automation

Energy

From the first electronic controls – to fully automated factories

From the first commercial metal filament lamp – to high-tech organic LEDs

From the invention of the dynamo – to the world’s most efficient gas turbines

Lighting


Active in six business areas

LightingAutomation and Control

Information andCommunications Power Transportation Medical

OSRAMAutomation andDrives

Industrial Solutions and Services

Communications

Siemens BusinessServices

Power Generation

PowerTransmission andDistribution

TransportationSystems

Siemens VDOAutomotive

Medical Solutions

Siemens Building Technologies

26%23%

16%10%

19%

6%

External sales of Operations Groups excluding Other Operations


APP+ is based on 3 essential Core Elements

Support through Regions, Sector Development Boards and Account Management Offices (AMO) Cooperation within Account Teams and Best Practice

Profitable Growth

CustomerBenefit

Strategic Partnership

Analyzesituation

CustomerInterview Formulate

measuresclarify

measures

Accountspecificplan-ning

Supportconcept

Custo-merfeed-back

Rea-lizesales

Imple-mentmea-suresIdea

Generate

Kick-off

Review

NominateAccount Team

Data-base

Intranet

Strategic objectivesAccount Team

Opportunities

Target Agreements & Incentives

Customer Relationship

Monitoring

ATPAP+ + =

Process ResultsAccount Team Portal & Account Plan

OperationalImplementation

Source: AMO Services, AMO Industry, Customer Focus - Siemens One


Successful account management is assured by uniform, continuous process → APP+

Account Planning Process APP+

DI = Degree of Implementation

Source: AMO Services, AMO Industry, Customer Focus - Siemens One

APP Workshop

Identification of Business Opportunities

Objectives / Strate-gies for Customer Development

Active Participationof Customer

Analysis within Account Teams

CustomerInterview

IdeaGeneration

SituationAnalysis

Continuous Process

Re-view

Acc.-specific

Plan-ning

Custo-mer-Feed-back

Customer Feedback; to agree form of Strategic Partnership

Business Plan and Target Agreements with Account Team

Customer Relationship

Nominate AM / Team; Support Concept

Sup-port Con-cept

Nominate Account Team

RealizeSales

Clarify Measures

Work out Customer Benefit and Sales Promotion Strategy

Operational Implemen-tation and Monitoring

Profitable Growth; Comparison with current Status

$

Business Development

Imple-menta-tion ofMea-sures

FormulateMeasures

Kick-off

PreparationKick-off / Review

Information gatheringIdentification ofParticipants

Info

DI 1 DI 2

DI 3

DI 4

DI 5

Process Support byAPP Facilitator


APP+ provides value add both, to the customer and Siemens

APP+: Value proposition

Profitablegrowth

Source: Team top+ Customer Focus - Siemens One

• In depth understanding of customer's business, challenges, risks and customer's needs, buying behaviorand decision making process

• Deduction of cross-Group business opportunities and establishing of improved cross-Group cooperation

• Definition of common roadmap - agreed with customer -to establish strong partnership

• Clear account planning strategy (incl. identified risks) and targets, backed with incentives for account team

• Clear allocation of responsibilities within Siemens

Account Manager• Holistic Siemens approach towards customer and

establishing of single point of contact

• Common identification of challenges, risks and trends of customer's business

• Jointly defined next steps and roadmap to fulfillcustomer's needs

• Provision of outstanding customer benefit

• Establishing of strategic, value added partnership

• Increasing own (customers) market share by improving his business3

Customer

• Establishing of contact network to customer and within Siemens

• Sharing of business opportunities

• Common, reviewed systematic to increase (Group's) business at customer

Account Team Members

• Holistic, coordinated Siemens approach towards customer

• Stringent methodology to increase Siemens business and share of wallet

• Identification of challenges, risks and trends in different industries

• Changing of Siemens perception towards strategic partner

• Clear allocation of responsibilities towards customer

Management

• Building network to Siemens Groups, Business Units, Regions, …

• Gaining expertise on customers and business segments

• Improving emotional intelligence and facilitation skills (moderation, communication, presentation)

Facilitator


APP+ provides value add to the customer

APP+: Value proposition

Profitablegrowth

Source: Team top+ Customer Focus - Siemens One

• Holistic Siemens approach towards customer and establishing of single point of contact – ��

• Common identification of challenges, risks and trends of customer's business – ��

• Jointly defined next steps and roadmap to fulfil customer's needs – ��

• Provision of outstanding customer benefit – ��

• Establishing of strategic, value added partnership – ��

• Market-leader technical solutions instead of the cheapest available purchase price - ��

• Increasing own (customers) market share by improving his business – �� and ��

Customer


Selected References

Ormen Lange

Onshore Offshore FPSUpstream

MidstreamPipeline LNG and Automation

Terminal Management

Downstream Refinery Olefins GTL/CTL

Groningen Gas Field Seawater Filtration System Stena Don Falcon P43 and P48

Yamal Pipeline Compressor Station Pumping Stations Hammerfest Harmonic Filter System Tank Farm

Leuna 2000 Madero Heide Humber Port Arthur Secunda�


Upstream Reference Groningen Gas Field

One of 22 NAM B.V. compressor stations producing natural gas from the Groningen gas field in the Netherlands. In order to match daily and seasonal fluctuations of demand a compression solution providing a wide operating envelope was required.

Siemens scope of supply:

� the world’s first electrical high-speed variable-speed drive systems with active magnetic bearings;

� harmonic filter plant and all auxiliaries;

� fan motors for cooling banks;

� system integration;

� conceptual and detail engineering;

� network analysis and vibration studies.

Upstream/Onshore


Midstream Reference Compressor Station

A Wingas compressor station boosting European east/west natural gas transport capacities.


� compressor trains powered by the innovativeSGT-700 gas turbine;

� control systems;

� automation and integration up to enterpriseresource planning (ERP) level.

Midstream/Pipeline


Downstream Reference Heide

Based on extensive positive experience with Siemens products, Siemens was asked to supply and install a state-of-the-art DCS at Shell’s refinery in Heide, Germany. The solution had to interface with a variety of other systems, including AspenTech IPX (APC), Refinery Information System IRIS, SAP, and SIGRAPH EMR.


� PCS 7 system including 9+25 controllers, three redundant OS servers, seven standardclients, eleven single user stations, one largedisplay wall and three engineering systems.

Downstream/Refinery

Siemens and Account Planning Process (APP · CCooppyyrriigghht ((C)) SSieemmennss AAGG –t op+...

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