Leading Transformational Change Through SAM

Varian Medical Systems Australia: A Case Study on Strategic Account Management

By Peter Browne and Gary Peacock, Managing partners at Bennelong Group International
and Chris Cowley, Managing Director Varian Medical Systems Australasia.

Implementing SAM means leading an organization through transformational change that is both challenging and rewarding. If you are considering implementing SAM in a business where only some elements are in place, then this case study will serve as a practical example. Varian Medical Systems Australasia (VMSA) shows how, in less than three years, one company went from not having a structured approach to managing its most critical accounts to establishing a world-class SAM program - a program that transformed relationships with key customers and reconfirmed VMSA as a clear market leader.

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Published in 2014.