Audiences who saw the fabled Broadway musical, Chorus Line, marveled at the intricate timing and seamless interaction of the dancers as they mastered the choreographer's precision steps after many false starts in rehearsal.
At the final curtain, the stage is crowded with dancers whose images are multiplied by mirrors strategically placed about the stage.
That's a tough scene to match.
In many ways one can view the Chorus Line as a metaphor (sans mirrors) for orchestrating enduring major account relationships, which at their optimum, are enduring alliances.
This is a dance, not of two partners, but of many partnerships developed between business entities. A figurative chorus line of relationships that require timing, integrated movement, anticipation, and occasional improvisation played before a senior management audience expecting considerable return for the cost of the production.
With proper direction and judicious investment of resources, a major accounts initiative can become a resounding revenue hit.
How do you recognize a major account hit in the making?
· When your product or service is perceived as an integral part of the customer's business process, i.e. when "you" and "they" become "us." Bill Voltmer, vice president of global sales for Factiva, the online information aggregator, looks for an integrated relationship between the account team and the client. Bill believes that "when all is said and done, it is the discipline of the account team to have a live account plan which is documented" that drives and sustains the major account relationship.
· When account plans are supported by a measurable, systematic approach which functions as an identifiable common language within and between supplier and client organizations. One method to build the shared planning process is the "Alliance Relationship Model"*, a proprietary process which tracks four developmental account relationship stages, focuses with the client on its business drivers as well as intangible influences and offers a quantifiable measure of the account team's effectiveness. The model interprets Miller Heiman's "Successful Large Account Management" guideposts for navigating the major account landscape. It also helps the account team examine the specifics of relationship development as it relates to the customer's specific, critical needs.
· When the relationship supports a mutually beneficial long term competitive advantage in the form of accelerated growth rates, operating economies and increased market share. Here, the client relationship emerges as a strategic partnership, an actual alliance. This is a far cry from the predictable transactional steps of a commodity sales process. Clear client communication, focused interaction and a strategic mindset are essential to achieving a distinct competitive advantage for both partners.
What are the eight precision steps expected from your lead account performers to set and maintain the tempo of a major account relationship?
Your account team leaders should be expected to deliver
· Client acknowledgement and acceptance of elevated account relationship
· Definition of the mutual benefits or shared value dimension
· Agreement on client's short term and strategic business objectives
· Identification and commitment of supplier resources in support of those objectives
· Joint client/supplier planning
· Supplier and client C-level buy-in and participation
· Routine evaluation and re-alignment
· Account management continuity
How to measure account team success?
Short of a standing ovation, Phil Hecht, global vice president of sales and strategy development for AT&T's Signature Client Group, believes that "differentiated value" is at the core of a successful major account alliance relationship and the key to gaining a competitive edge. In his view, the value equation includes not only the long term positive impact of a product or service deliverable to the client, but also the value of best practices that the major account team brings to its own company as well.
Equally as important, according to Hecht, are the internal resources available to major account teams. "Owners of major account organizations need a tremendous support structure to feed its sales talent with business intelligence to understand industry dynamics. Given the significant potential rewards equally significant risks, major account leaders need to be particularly vocal about the resources required to anticipate and respond to client opportunities."
The Payoff
Financial payoffs to both client and supplier alliance partners can be substantial. Such performances not only reap the loudest applause, they also become long playing hits as they
· Increase wallet share across the client enterprise
· Contribute to production economies
· Accelerate product or service innovation
· Elevate sales and account management performance standards
· Establish vertical market CRM leadership
· Gain a measurable competitive advantage
Now that's really a touch act to follow.
*Alliance Relationship Model is a quantifiable major account performance model developed by the author. Thomas J. Baskind welcomes inquiries at tbaskind@lexien.com and (914) 682-2069. Lexien Management is an affiliate of D.E.I. Management Group.
Thomas J. Baskind is a Managing Partner at Lexien Management Consultants. His career includes leadership roles in general and sales management, advertising, public relations, financial services, consulting and vendor relations. He has served in executive positions at world-renowned organizations such as CBS Inc., Lexis-Nexis, Dialog, the Thomson Corporation and Deutsche Bank. Tom's expertise spans sales process development, major accounts modeling and sales, effective negotiation, prospect management and large account management.
![]() |
|
![]() |
|
![]() |
|
![]() |
Each year many people create a list of resolutions designed... Read More
What's the use?Nothing you do will hold down the cost... Read More
GET TO KNOW YOUR ORGANIZATION: If you don't understand an... Read More
Most people treat meetings as a free resource that can... Read More
Creativity and Innovation is essential for competitive advantage, yet the... Read More
The challenge of managing difficult managers can be rather daunting,... Read More
Howard Dean's tenure as chairman of the Democratic National Committee... Read More
You may remember being told as a child, "Keep quiet!"... Read More
Unhappy as Jenny undoubtedly was, she held on very tightly... Read More
Hiring someone new to work in your business is one... Read More
I've always been fascinated by situations where art imitates real... Read More
Conflict generally arises by having your needs, desires, perceptions and... Read More
My mechanic has me trained. When I take my car... Read More
As a manager our role is to:1. Establish the vision,... Read More
What has been your store's shrinkage experience for the last... Read More
Does being managed by others smack more of "Survivor" than... Read More
Human beings and the way they interact are extraordinarily Complex.... Read More
The business books at the library and book stores fill... Read More
Unfortunately, at least two thirds of much of the training... Read More
In fact, bringing your people - any of them -... Read More
We all have psychic abilities that we use daily, although... Read More
Communication is the key to your success at work, at... Read More
Change is not simple. Why do we repeat behavior that... Read More
Marketing gurus are always coming up with new lingo but... Read More
Why settle for bad feelings when your employee leaves the... Read More
As a recent employee to your job, you are becoming... Read More
What you say to other people can make or break... Read More
And is isn't hard - it's more about focusing on... Read More
Globalisation, the expansion of intercontinental trade, technological advances and the... Read More
"The difference between a boss and a leader: a boss... Read More
Ten or so years ago, an international consultant, specializing in... Read More
Everyone knows that an agenda is the key to an... Read More
This article relates to the Work/Life Balance competency, which investigates... Read More
Out of the box thinking is a popular fad today.... Read More
Did you know that business executives spend about half their... Read More
Since the beginning of the industrial era our world has... Read More
Creativity can be defined as problem identification and idea generation... Read More
This article relates to the Ethics in the Workplace competency,... Read More
It's all very well having a flashy (and expensive) advertising... Read More
How do you, or would you, communicate in a chaotic... Read More
Transitioning from Vertical Hierarchies to Decentralized / Flatter OrganizationsThe need... Read More
Creativity can be defined as problem identification and idea generation... Read More
"We have to be careful it's like a minefield out... Read More
Corporate gifting is a big headache for most business owners;... Read More
For small business owners, an enthusiastic vision for smooth, steady... Read More
As a child, you probably heard, "to thine own self... Read More
SIX "HONEST BUSINESS FRIENDS" - THEY GUIDE ME IN ALL... Read More
Despite the fact that everyone sighs "How glamorous!", the life... Read More
MANAGING SMALL MEETINGS: Keep the size of the meeting as... Read More
Performance Management is the act of managing personal or organizational... Read More
Conference calling can save you money. There is no doubt... Read More
You have been named a new leader in your organization,... Read More
Meetings can be like mythical vampires ? sucking the life... Read More
Let's begin by singing the jingle from an old US... Read More
Time To Market (TTM) is a vital concept that every... Read More
IntroductionManagers have two powerful ways of improving the performance and... Read More
It's great to be multi-skilled?be able to type your own... Read More
Are you NICE or do you CARE? ... Read More
Have you noticed that some sound ideas get bad publicity?... Read More
Employee performance reviews are one of the most dreaded tasks... Read More
Each year many people create a list of resolutions designed... Read More
ACCOUNTING AND BILLINGCHECK BOOKSWe recommend that you maintain a business... Read More
This article relates to the Diversity in the Workplace Competency,... Read More
Seduced by the publicity surrounding the impact of Lean on... Read More
Resistance. It isn't something people cherish or enjoy encountering. We... Read More
Old style management doesn't encourage personal mind control, employees aren't... Read More
Business Management |