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Successful Global Account Management: Key Strategies and Tools for Managing Global Customers - Hardcover
Inhaltsangabe
While the concept of Global Account Management (GAM) is not new, there are numerous differences, both subtle and overt, between it and the conventional management of overseas accounts. So what are the differences? How should we define GAM? And how can companies ensure that their global accounts are managed successfully?
These are just some of the many key issues addressed in Successful Global Account Management. Drawing on the finding of a number of international research projects, as well as their own experience as practitioners and consultants, the authors unravel the complexities of GAM. They introduce a wide range of case examples that clearly illustrate how many of the world's leading companies have addressed the challenges inherent in GAM. They also provide models, processes and implementation guidelines that will give any manager unique insights into all the major themes and issues directly related to achieving GAM effectiveness, including:
- What is a global account manager
- How to set up and manage a global program and team
- Negotiating global agreements
- Managing global supply chains
- Leveraging knowledge
- Reconciling global/local interests
- Putting the GAM strategy into practice
Successful Global Account Management will provide any manager responsible for implementing a GAM program with a range of tools for success. It will also show CEOs and senior management the strategic importance of GAM in relation to their organization's overall business objectives.
About Miller Heiman
Miller Heiman, Inc. is a leading developer and provider of strategic sales process solutions for sales professionals around the world. It has pioneered several highly respected sales-process programs, including Strategic Selling®, Conceptual Selling®, Large Account Management Process (LAMP)®, Manager's Coaching and Channel Partner Management. Many large companies, such as Marriott Corporation, Dow Chemical, PricewaterhouseCoopers and Wells Fargo have implemented these processes.
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Über die Autorinnen und Autoren
Nick Speare was, for 10 years, responsible for all Miller Heiman's operations outside the Americas, which he established in 17 countries with multi-million dollar revenues. Most recently, Nick has been working with Kevin Wilson and the Sales Research Trust, which they have expanded to become a worldwide network of consultants and academics focused on GAM.
Dr Kevin Wilson is CEO and a co-founder of the Sales Research Trust Ltd. A senior lecturer in marketing at Southampton Business School, UK, he is also Editor of the Journal of Selling and Major Account Management, a director of the Strategic Account Management Association, Chicago, USA, and provides consultancy to blue chip clients throughout Europe and North America. Visit his website at www.sales-research-trust.org.
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1 What is global account management (GAM)?
What is a global account and why is definition important?; Different types of account relationships; The drivers of global account management; Stages in GAM process development; Conclusion
2 Starting a global program
Introduction; Why is GAM different?; Getting started in GAM; First steps in GAM; Summary
3 Developing GAM strategies
Introduction; Traditional approaches to strategy formulation; Problems with traditional approaches; Or is this the way it happens?; GAM strategy development process; Developing strategies for global account relationship management; Summary
4 Managing global relationships
Introduction; The traditional marketing management model; GAM is different; Products, core competencies, and portfolios of customers; An alternative approach to the GAM marketing process; Managing global relationships; Summary
5 Organizing for GAM
Introduction; Existing organizational structures; Designing the GAM team structure; Guiding principles; The GAM program champion; The global steering committee or planning team; The global account manager (gam); Barriers to organizational change; Approaches to GAM organization; What we can learn from these cases?;
6 The role of the global account manager (gam)
Introduction; The traditional role of the salesperson; The emergence of strategic account manager role; From sam to gam; The multiple roles of the global account manager; The global account manager as political entrepreneur; Summary
7 The GAM process -- managing the program
Responsibility for managing the program; Strategic intent; Program sponsorship; Development of core value proposition; Infrastructural support; Program metrics (measuring success); Account portfolio analysis; Approval of GAM candidates; Definition of gam role/compensation/development and succession; Gam support systems; Global agreements; Conflict resolution; Conclusion
8 The GAM process -- managing the processes
Introduction; What processes need to be managed?; Summary
9 The GAM process -- managing the relationship
Introduction; Explore; Propose; Test; Transform; Consolidate; Review/Reorient; Core themes at each stage of the development model; Conclusion
10 Global procurement and supply chain management
Introduction; The importance of procurement and global supply chains; The importance of supply chain management; Ge-procurement (global electronic procurement); Conclusion
11 Conclusions
Introduction; Key learning points; Finally
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Successful Global Account Management: Key Strategies and Tools for Managing Global Customers
Verlag:
Kogan Page Business Books, 2001
ISBN 10: 0749436042
ISBN 13: 9780749436049
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