It is surprisingly difficult to predict how your account team will adapt to a more strategic way of managing their accounts, and the more influential role they will play in the company. Until your SAM program is underway, you won't know who will make the transition.
Read MoreManaging accounts strategically is different to managing accounts operationally. Some of the differences are highlighted in this blog.
Read MoreYou can find lists of competencies for account managers, for example from the Strategic Account Management Association (SAMA). Many of these list the technical knowledge needed. However the most critical skill an account manager needs is persistence.
Read MoreExecutive sponsorship is any change initiative is imperative to success. It is just one of the five risks to managing the change: implementing strategic account management, as discussed in 'What are the risks with organisational change?'
With a SAM program the entire business must own major accounts. There must be genuine commitment and active involvement from the Chief Executive Officer (CEO) and other senior executives..
Read MoreThis week, a manager asked me: “what should my account managers be doing today?” My answer was, I don’t know exactly what they should do today. But at the end of the month, I call tell you exactly how you know if they are doing their job.
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