The Marketing Metrics that Actually Matter featuring Senior Forrester Analyst, Tina Moffett
The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)
-
Upload
revegy-inc -
Category
Sales
-
view
112 -
download
0
description
Transcript of The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)
![Page 1: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/1.jpg)
Making Leaders Successful Every Day
![Page 2: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/2.jpg)
What It Takes To Develop Strategic Account Relationships Mark Lindwall, Senior Analyst April 10, 2014
![Page 3: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/3.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 3
Agenda
› Are Strategic Account Programs really a good investment? › What it takes to create a positive
yield from a Strategic Account program
![Page 4: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/4.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 4
Executives want strategic accounts
![Page 5: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/5.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 5
Strategic Providers Get More Spending
![Page 6: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/6.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 6
Strategic suppliers gain advantages
![Page 7: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/7.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 7
Frequent executive access leads to wins
![Page 8: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/8.jpg)
Becoming a strategic provider isn’t easy
Executive buyers
We will decide what is valuable, thank you
very much.
![Page 9: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/9.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 9
Percentage Of Companies That Segment Vendors Into Tiers
![Page 10: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/10.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 10
Few Vendors Are Categorized As Strategic Partners
![Page 11: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/11.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 11
Salespeople Believe Most Customers Consider Them To Be Top Tier
![Page 12: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/12.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 12
Strategic Accounts Underperform
![Page 13: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/13.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 13
Strategic Accounts Underperform
![Page 14: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/14.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 14
Strategic Accounts Underperform
![Page 15: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/15.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 15
Strategic Accounts Underperform
![Page 16: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/16.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 16
Strategic Accounts Underperform
![Page 17: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/17.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 17
What it takes to be a Strategic Provider
› Make Strategic Account designations in mutual agreement with customers › Focus salespeople on helping
executive wallet-owners succeed › Help salespeople understand
Agreement Networks and funding sources › Provide them with what they need
![Page 18: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/18.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 18
What executive buyers find valuable
![Page 19: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/19.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 19
Most Salespeople Are Not Focused On Helping Executive Buyers Succeed
![Page 20: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/20.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 20
When executives get product pitched
![Page 21: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/21.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 21
Helping executive buyers succeed
![Page 22: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/22.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 22
A view of a “buyer”
Your Seller
![Page 23: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/23.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 23
A (slightly more complex) view of buyer(s)
Manager
Vice-President
CIO
Your Seller
![Page 24: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/24.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 24
Manager
Vice-President
CIO
Real? Your Seller
![Page 25: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/25.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 25
Agreement networks determine funding
A tale of multiple sales…
Your Seller
![Page 26: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/26.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 26
Agreement networks determine funding
A tale of multiple sales…
Your Seller
![Page 27: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/27.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 27
Agreement networks determine funding
A tale of multiple sales…
Your Seller
![Page 28: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/28.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 28
Four Sales Objectives
Gain access
Have successful meeting(s)
Create a shared vision of success.
Develop a business case
![Page 29: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/29.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 29
+ Messages Messenger Audience
Gaining access
![Page 30: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/30.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 30
+ Messages Messenger Audience
Have successful meeting(s)
![Page 31: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/31.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 31
+ Messages Messenger Audience
Create a shared vision of success
![Page 32: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/32.jpg)
© 2013 Forrester Research, Inc. Reproduction Prohibited 32
+ Messages Messenger Audience
Develop a business case
![Page 33: The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)](https://reader036.fdocuments.in/reader036/viewer/2022081400/554ce0d3b4c905d6488b536f/html5/thumbnails/33.jpg)
Thank you Mark Lindwall +1 617.613.8886 [email protected] Twitter: MarkLindwall