Product-focused to Customer-focused: Bringing the Strategic Account Organization Into the Product...
-
Upload
blue-canyon-partners-inc -
Category
Business
-
view
26 -
download
0
Transcript of Product-focused to Customer-focused: Bringing the Strategic Account Organization Into the Product...
1
May 5, 2015
BRINGING THE STRATEGIC ACCOUNTS ORGANIZATION INTO THE PRODUCT DEVELOPMENT PROCESS
Product-focused to Customer-focused:
2
29. Product-focused to Customer-focused: Bringing the strategic accounts organization into the product development process
May 5, 2015
Speakers: David G. Hartman, Principal, Blue Canyon PartnersDoni Riddle, Vice President, Sherwin-Williams
Tony Stanich, Vice President, NalcoBernard Souche, Director, Medtronic Canada
3
David G. Hartman
PrincipalBlue Canyon Partners
• Nearly 20 years of experience working with major B2B corporations to develop growth strategies and strengthen B2B customer relationships
• Serves as Director of Blue Canyon’s China Practice and CEO of Blue Canyon & China Associates in Beijing
• Executive positions within the information and consulting industry, the non‐profit research sector, and academia
• Previously served on the faculty of Harvard University and as executive director of the National Bureau of Economic Research
4
5
Vice President, Global Strategic AccountsSherwin‐Williams ‐ Protective & Marine Coatings Division
• Manages a group of 15 global strategic account managerswith between 5‐10 global accounts
• Heavily involved in Europe, the United Kingdom, Latin America,China, the United States and Canada
• Broke into divisions five years ago to have a global presencebased on demand from existing customers
Doni Riddle
6
Vice President, Global Food and Beverage Corporate AccountsNalco
• With Nalco for 20 years• Spent the majority of his career in the marketing organization before being
promoted to Vice President of Corporate Accounts for Food & Beverage sector
• Currently responsible for team of 25 strategic account managers in North America, with some direct reports in Asia, etc.
• Corporate Account teams lie in individual verticals aligned with industry marketing teams who funnel information to product marketing teams
Tony Stanich
7
Director, Health System Strategies and Sales Force ExcellenceMedtronic Canada
• Extensive account management experience in multiple industries both regionally and globally
• Leads and aligns strategic efforts across all Medtronic businesses, collaborating with healthcare partners to enhance mutually beneficial partnerships
• Leads development of CRM tools to leverage cross‐BU communication, account planning, and opportunity management to drive business results
Bernard Souche
8
• Identify how the strategic accounts organization can being new insights about solutions that cross product lines
• Discuss how to overcome organizational challenges and get the voice of the customer heard within complex organizations
• Share tangible ideas on what SAMs can do within their own teams/portfolios
Session Goals
9
Position Promote Sell Make & Inventory Logistics Support
Supplier Point of View & Experience
Create the promise Deliver the promise
Review: Customer‐Supplier Views and Interactions
Discover Evaluate Buy Access Use Get Support
Customer Point of View & Experience
What is your promise? How will I receive the promise?
10
R&D
Marketing
Operations & Supply Chain
Quality & Customer Service
Legal / Finance / Human Resources / IT
Gaps: SAMs Are Front and Centerin the Customer‐Supplier Interaction and
Positioned to Detect GapsSupplier Point of View & Experience
Position Promote Sell Make & Inventory Logistics Support
Create the Promise Deliver the Promise
SAMs are at the Center of Creating and Delivering on the Promise
Sales & Channel Support
11
• Strategic accounts and promoting growth• Organizational structure• Organizational processes• Key learnings
Themes
A Market‐Driven Framework: Aligning Product Development and Markets, Bruce Karr and Atlee Valentine Pope, ©2014, Blue Canyon Partners, Inc.
References
12