大客户管理程序(Large-Account-Management课件

LargeAccountManagementBusinessobjectivesoflargeaccountmanagementprocessMakethemostprofitableaccountunderLegend’scontrolGeneratestableandrecurringprofitfromthelargeaccountsLargeaccountmanagementkeyprocesselementsPrioritizedlargeaccountlistdevelopedbasedonaccountprofitabilityTargetingAcquiringSellingMonitoringExampleAccountteamandresourcesallocatedbasedonaccountprofitabilityandcapabilityIntegratedsellingstrategyjointlyformulatedbysales,product,marketingteamsandchannelpartnersaccountreviewsconductedregularlytoupdateaccountplansandprioritylistBarriersofexpandingaccountrelationshipidentifiedandremovedonanongoingbasisLargeAccountManagement(1/5)accountlifetimevalueLegendcompetitivepositionaccountProInternaldataPriorityaccountlistMarketdataCustomerinterviewTargetsneedsandspendareprofiledthroughmarketresearch,sitevisitsandITspendinganalysisExistingCustomersprioritizedbylifetimevalueandstrengthoftherelationshipNewcustomersPrioritizedbylifetimevalueandabilitytoserveTargetingLevelII:LevelIKSFLegendcosttoserveSampleoutput:accountproFinancialsProfitability(ROS-EBIT)20002001Liquidity(QuickRatio)Totalrevenues(BUSD)2.327%1.21.511%2Background,Vision&StrategyAmkoristhelargestSubConinback-end(~31%m/s,over5Msqft.ofmanufacturing).CustomersincludeIntel,Lucent,Infineon,TI,Xilinx,etc.Visionandstrategy:Remainlargestsub-con,forgeclosebusinessrelationshipswithcustomers.GeographicexpansionhasbeenfueledwithrecentacquisitionsinChina,Taiwan&Japan…Businessexpansion:ExpansionthroughM&AprimarilyinChina,JapanandTaiwan.Chinahasanoptiononlandbigenoughfor1MillionFtSq+expansion.Wirelessprimarytarget.1/2foruseinChina1/2forexportBusinessForecastDAESECisperceivedtohaveagoodsolutionforhigh-endapplicationsbutnocompetitivesolutionforlow-endatmoment.Thereisamulti-sourcementalityatAmkorevenforhigh-end;sowemustdefeatthecompetitiontotakelargershare.Cobra5issolutionforlowendRelevantproductsfor02-03:Micron2or2008FCdonotmeetCOOneedsatthistime.InWB,ESECasnocredibilityatthistime;wemustbetaandProductionEval.tohaveanychancesofreceivingordersfromAmkorinlate02andearly03.ThereisastrongpossibilitythatAmkorwillbuy500to1000WBnextyearandESECcouldbe2ndor3rdsource.Relevantproductsfor02-03:Tsunami(betatestplannedforOctinKoreaprodevalinDec.ATK4BusinessForecastWBDA&WBEquipmentPurchasingAmkorusesamultisourcestrategyforbothDA&WB(priceperformanceratioiscritical).ESEChasagoodlongtermhistorybuthasrecentlybeendisplacedbyASMinmanyinstances.IfESECcansecureatleastatertiarysupplierpositionatAmkorwecanbuildfromthere.ESECneedstoformatighterpersonnelandprofessionalrelationshipwithAmkor(competitorsgotoeachfactorywithfactoryrepsonceamonth).CurrentInstalledBaseTotal700500028%10%%ESEC#1/#2SuppliersSourcingStrategy&ESECCurrentPosition01%ESEC03-04E%ESEC02E%ESEC26%18%%ASM-%53%%K&S%ESEC0010%12%%Shinkawa#DA#WBESEC/ASM/AlphaDA#CHF1260%7055%3150%22%1304.4M12.6M600%90035%40025%6%335K&S/ASMWB#CHF-M2.5MProfitabilityTargetcanbeprioritizedbyvalueandaccountrelationshipHighgrowthprospectsLowpotentialKeyaccountsLoyalaccountsLargeSmallweakStrongaccountrelationshipvs.competition(shareofwallet)AccountvalueDedicatedteamisthemostexpensivewayofservinganaccountNo.ofaccountserved15100Costassumption1Sales:120K/year1support:120K/yearOtherexpenses:20%ofsalesandsupport1Sales:100K/year1support:100K/yearOtherexpenses:20%ofsalesandsupportChannelsupport:100K1channelmanager:100K/year1channelsupport:80K/yearOtherexpenses:20%ofsalesandsupportWIPwithLegendAccountprofitabilityisusedtoprioritizeaccountAccountvalue/potentialvalueXLegendcompetitiveposition=ExpectedrevenueExpectedrevenue-Legendcosttoservewithdedicatedaccount=ExpectedaccountprofitExpectedaccountprofit>=ProfittargetLargeAccountlistExpectedaccountprofitProfittarget=AccountprofittargetLargeAccount=xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxYesMayotherexamplessuchasrejected,etc.Targeting:levelIIIprocess–developaccountprioritylistLargeaccountdepartmentProductteamStrategicmarketingCustomerserviceSegmentneedsandbehaviorandtrendsEstimateservicecostEstimateexpectedaccountrevenueEstimateproductcostChannelteamEstimateaccountvalueAccountproEstimateLegendcompetitivepositionSupplyproductmixCollectchannelfeedbackCollectandresearchmarketdataConductcustomerinterviewsCollectaccountservicedataProductquality/performanceCollectcompetitorinformationCollectcompetitorinformationinsegmentEstimatechannelcostEstimateaccountprofitComparewithprofittargetPriorityaccountlistEstimateLegendcosttoserveDataneededtoestimateaccountprofitabilityTotalITspend%canbeaddressedbyLegend’sproductcategoriesITspendbyproductmixPurchasingbehaviorimpactonaccountvalue%accountvaluedecisionsaremadebybranchesHistoricalProjectionAccountvalueProductgrossmarginAccountteamrequirementHeadcountandcapabilityCostimplications:LaborcostandothercostsLegendcompetitivepositionProjectedtotalITspendin3years%canbeaddressedbyLegend’sproductcategoriesITspendbyproductmixPurchasebehaviorimpactonaccountvalue%accountvaluedecisionsaremadebybranchesLegend’scurrentshareofwalletbyproductBarriersthatimpactshareofwalletProjectedLegendshareofwalletbyproductmixHistoricalandprojectedwinratewithcompetitorRemovalofbarriersthatimpactshareofwalletgainsLegendcosttoserveProjectedproductgrossmarginProjectedaccountteamrequirementHeadcountandcapabilityCostimplications:LaborcostandothercostsTargeting:DatagatheringBDPPracticesThinkbeyondtypicalinformationsourceswhenseekingdatapurchasedataotherinternaldataformalsurveysothersimilarcustomersUnlessyouhaveagreatrelationshipwiththecustomer,don’tsimplypickupthephoneandgrillhim/herwithquestionsExplainyourobjectivesandscheduleaformaltimetodiscussthedataneedsFullyunderstandthedatayouhaveandthedatayouneedpriortothemeetingPrepareanagendatocommunicateyourobjectivesandtorespectthecustomer’stimeClearlystateyourobjectivesduringyourinitialcallandrepeatthematthebeginningofthemeetingCommunicateadesiretobetterunderstandthecustomer’sneedsandtobuildastrongerrelationshipMakesurethecustomerdoesnotfeelthatyouarecreatingworkforhim/herGetthecustomerenthusiasticabouttheprocessVolunteertohelpinanywaypossibleSuggestwaysthathe/shecanestimatespendConsiderallpossibledatasourcesMeetwithclientwhennecessaryBepreparedClearlyoutlineyourobjectivesMakethetaskeasierfortheclientLargeAccountManagement(2/5)AccountteamresourcesallocatedaccordingtoaccountpriorityandcustomerneedsAccountplansdefinecustomerinteractionsandcontacttobecommunicatedDetailedresearchonpurchasepatternsAcquiringLevelII:LegendcosttoserveResearchaccountspecificneedsaccountcontactmappingResearchaccountpurchasebehaviorAccountacquisitionplanSetaccounttargetAssignaccountteamProfitable?YesNoStrategicYesNoLowpriorityGiveupKeyprocessmatrixexampleKeymatrixAcquiringAgreedaccountneedsandbehaviorAccounteconomicsanalyzedDetailedaccountmappingdevelopedandsharedaccountsalesandprofittargetagreedaccountacquisitionplandevelopedAccountmanagerandsalesteamassignedAccountacquisitionplan:sampleoutputUseLegendinternalBDPLargeAccountManagement(3/5)SellingLevelII:Sellingstrategyjointlyformulatedwithsales,technicalsupportandchannelpartnersSellingteamadequatelyresourcedtobehighlyresponsiveduringthesellingprocessCoordinatewithchannelpartnersCoordinatewithmarketingteamManagevaluedeliveryprocessCoordinatewithproductandserviceteamsKeyprocessmatrixexampleKeymatrixSellingIntegratedsellingstrategyagreedEffectivecoordinationbetweensales,product,channelandmarketingSalesprogressontimeLargeAccountManagement(4/5)MonitoringLevelII:RegularaccountreviewstoreviewprioritizationandinsuregoalscanbemetExecutivevisitprograminpacetoensurehighshareofmindCustomerdataiscollected,storedcentrally,andusedtoupdateaccountplansConductaccountcontributionanalysisConductregularaccountreviewExecutivevisitaccountcontributiondatabaseTrackcustomerpurchasedataRevisedPriorityaccountlistKeyprocessmatrixexampleKeymatrixMonitoringRegularaccountreviewconductedaccountpurchasingdataandcollectedandanalyzedRevisedaccountlistandresourceallocationbasedoncontributionMonitoring:revisetheprioritylistCurrentmargincontributionPotentialmargincontributionLowHighLowHighGrowRemovefromlistCultivateMilkDeprioritizeAccountclassificationshouldbearegularprocess(industrypractices)AccountclassificationisanannualprocesstoassignaccountstospecificteamsAccountvalueandbehaviormaychangeovertimeLegend’spositioningmaychangeovertimeThemodetohandleaccountwillchangeovertimeIt’sanegotiationprocessbetweendifferentdepartmentsTransferaccounttotomostappropriateteamsSalesteamsareevaluatedagainstthesalestargetofitsaccountcomposition,notbyaspecificaccountSalestargetadjustedaccordingtoaccountmixchangeLargeAccountManagement(5/5)ExpandingLevelII:FrequentdiscussionswithcustomersonlevelsofsatisfactionandbarrierstoexpandingtherelationshipConcreteplansinplacetoremovethebarriersDevelopconcretebarrierremovalplansTrackaccountsatisfactionIdentifybarriersofexpandingrelationshipImplementbarrierremovalplansKeyprocessmatrixexampleKeymatrixExpandingRegulardiscussionwithaccountonexpandingrelationshipBarriersofexpandingaccountrelationshipidentifiedandagreedConcreteplanstoremovethesebarriersdevelopedandagreedBarrierofexpanding:PICCexamplePCNotebookPCServersUnixserversSolutionServiceWhathavepreventedyoufrombuyingorbuyingmorefromLegendBarrierofexpanding:penetrationplandevelopment(PICCexample)LargeaccountdepartmentStrategicmarketingBusinessunitIndustrydepartmentLargeaccountkeybusinessmetricsImpactonEBITImpactonrevenueImpactoncostSOWGainProductmixProductMarketingShareofwalletgainsfromexistingaccountorshareofwalletbreakthroughinnewaccountSellingmorehigherendproductintoaccountPricingPricepremiumSalesIncreasedR&DandproductdesigninvestmentIncreasedsalescostsImprovedsalesproductivityIncreasedmarketingcostsImprovedmarketingeffectivenessLegendlargeaccountorganization:recommendedLargeAccountDept.…TechnicalsupportteamDedicatedteamforaccount1Dedicatedteamforaccount2Responsiblefortechnicalsupportforlargeaccount,suchasvendorlist,bidding,productpromotionTeamcanbesharedwithotherdepartmentaccountcontactatLegend,responsibleforaccountrelationshipCoordinatewithchannel,esp.valueaddedchannel,todevelopsalesleadCoordinateproduct,solutionandmarketingtorealizeintegratedvaluedeliveryKeyrolesandresponsibilityCollectlargeaccountprocontributiondataIn-depthunderstandingofaccountneedsandcoordinationwithproduct,solution,andmarketingtomeetaccountneedsQuantifiedinput/outputanalysisIntegratedvaluedeliveryManageaccountrelationship,becomingsinglepointofcontactatLegendCoordinationwithchanneltorealizeeffectiveprojectsalesWorkwithtechnicalteamtohelpLegendgetintoasmanyapprovalvendorlistShareexperiencewithotherteamWorkwithaccountteamtohelpLegendgetintoasmanyapprovalvendorlistDeveloptechnicalstrategyforAVLandbiddingandcoordinatewithproduct,solution,andmarketingtoimplementthestrategyResponsibleforproducttestingWorkwithSI/ISVtoimproveproductperformanceAccountteamTechnicalsupportteamKeyperformancemetricsNetmarginbasedperformancemeasurementFocusonsellingmorehighendproductDoublecountingsalesleadsreferredtootherteamInputfromotherdepartmentscastssomeweightWinrateinvendorlist,biddingtechnicalsolutionSuccessrateofproducttestingSI/ISVadoptionofLegendproductassampleInputfromotherdepartmentscastssomeweightAccountteamTechnicalsupportteamOverallimplementationplanCategorizemajormaterials;assignleadbuyers;definestrategies;estimatesavingsandexecutestrategiesConsolidatesupplybasebasedonspecificmaterialstrategiesPlanandexecutemajorsupplierpartnershipinitiativesandassigncrossfunctionalteambasedonmaterialstrategiesWorkwithproductdesigntoreducecomponentcomplexityFixprocurementinternalandexternaldatacollectionsystem;defineappropriateITcomponentsEstablishcompleteandstandarddatabaseCompleteprocurementorg.structuredesignandresourceplanEvaluatecurrentprocurementteamcapabilitiesandrecruitqualifiedprofessionalsBuildaprocurementknowledgemanagementprocessProcurementinitiativesOrganizationinitiativesCrossfunctioninitiativesSysteminitiativesProjecttimeline/resourceallocations100%60%40%20%0%24MonthsEvaluatecurrentprocurementteamcapabilitiesandrecruitqualifiedprofessionals6Completestrategicprocurementorg.structureandresourceplan80%Categorizemajormaterials;assignleadbuyers;definestrategiesandestimatesavingsFixprocurementinternalandexternaldatacollectionsystem;defineappropriateITcomponentsEstablishcompleteandstandarddatabaseBuildaprocurementknowledgemanagementprocessConsolidatesupplybasebasedonspecificmaterialstrategiesPlanandexecutemajorsupplierpartnershipinitiativesandassigncrossfunctionalteambasedonmaterialstrategiesWorkwithproductdesigntoreducecomponentcomplexityExecutionofotherprocurementstrategiesformajormaterialsDeliverablesAssignedbuyerforeachstrategicmaterialAcompletestrategyforeachstrategicmaterial,specificinitiativestoachievingthegoalandestimatedsavingpotentialAcleartargetofkeyparametersoffuturedatabasestructureandcollectionprocessProcurementknowledgemgmtarchitecturedefinedCompletesupplierconsolidationplanInitialplanofcomponentcomplexityreductiondefinedandagreedinternallySupplierpartnershipopportunitiesidentifiedandresponsibilitiesassignedInternalandexternaldatacollectionanddatabasestructureestablished;StartingdatacollectionKnowledgemgmtsystemestablishedCompletionofothermajormaterialstrategiesMajorinitiativesforcomponentcomplexityreductionfinishedMajorsupplierpartnershipinitiativesplannedandbenefitsidentifiedInternalandexternaldatacollectedanddatabasefilledMajorrecruitingeffortscompletedMonth2Month4Month6Detailedimplementationschedule(1)StartMonth2Month4Month6MajoractivitiesCompleteprocurementorg.structuredesignandresourceplanCategorizemajormaterials;assignleadbuyers;definestrategies;estimatesavingsandexecutestrategiesSelectmajormaterialsAssignbuyerresponsibilitiesConductdetailedmaterialsupply/demandanalysisFormulatefinalmaterialstrategiesDefinemajorinitiativeswitheachmajorsupplierConsolidatesupplybasebasedonspecificmaterialstrategiesGroupmaterialsbasedon“commonality”ofsuppliercapabilitiesConductvolume/priceanalysisformajormaterialsDefinekeyconsolidationtargetsinaccordancewiththespecificmaterialstrategySuppliernegotiationtogetvolumebenefitsBackupDetailedimplementationschedule(2)MajoractivitiesPlanandexecutemajorsupplierpartnershipinitiativesandassigncrossfunctionalteambasedonmaterialstrategiesDefineimmediatepartnershipcandidates(solesupplier,etc.)BrainstormwithsuppliersofmajorpartnershipopportunitiesandassigncrossfunctionalteamDesignmajorinitiativesDefineotherpartnershipcandidatesbasedonspecificmaterialstrategiesBrainstormwithsuppliersofmajorpartnershipopportunitiesandassigncrossfunctionalteamDesignmajorinitiativesInitiativesfollow-upsWorkwithproductdesigntoreducecomponentcomplexityIdentifycurrenthighcomplexitycomponentsDevelopconsolidationoptionsMarkettestswithconsolidatedcomponentsandevaluatecustomerfeedbackUpdatespecificationsbasedonsatisfactoryresultsStartMonth2Month4Month6…BackupDetailedimplementationschedule(3)MajoractivitiesFixprocurementinternalandexternaldatacollectionsystem;defineappropriateITcomponentsEstablishteamandassignresourcesDefinekeyinternalandexternaldataparametersDesign/agreeoncollectionprocessandkeyITcomponentsFollowupspecificinitiativesEstablishcompleteandstandarddatabaseDatafillingandsystemtestingEvaluatecurrentprocurementteamcapabilitiesandrecruitqualifiedprofessionalsInternalcapabilitymeasurementsDesignexternalhiringcriteriaandsourcesRolloutrecruitinginitiativesBuildaprocurementknowledgemanagementprocessDefinekeysystemcomponents(IT,content)ResourceallocationFollowupspecificinitiativesStartMonth2Month4Month6BackupImplementationplan(example)GathercustomerprospectsRankandprioritizePrelim.discussionFormulateworkplanobstaclesactionsBeginpersonalvisitsInitialFollow-upsInitialordersAccountmonitoringExpansionJanFebMarAprMayJunJulAugSepOctNovDecILLUSTRATIVEBackup支持Targeting:levelIIIprocess–developacquisitionplanLargeaccountdepartmentProductteamStrategicmarketingCustomerserviceSegmentneedsandbehaviorandtrendsEstimateservicecostEstimateexpectedaccountrevenueEstimateproductcostChannelteamEstimateaccountvalueAccountproEstimateLegendcompetitivepositionSupplyproductmixCollectchannelfeedbackCollectaccountservicedataProductquality/performanceCollectcompetitorinformationCollectcompetitorinformationinsegmentEstimatechannelcostEstimateaccountprofitComparewithprofittargetPriorityaccountlistEstimateLegendcosttoserveIdentifylargeaccount:criteriaAccountvalueAcquiringSellingMonitoringExampleAccountclassificationprinciplesAnaccountisdefinedasthosewhocanmakeindependentpurchasingdecisionsontheproductcategoriesLegendsuppliesBranchofverticalsarenottreatedasaoneaccountunlesstheirdecisiononLegend’sproductcategoriesiscompletelyindependentAccountvalueorpotentialvalueshouldbetailoredtoLegendcurrentorneartermproductmixPC,Notebook,PCservers,andperipheralsarecountedasaccountvalueorpotentialvaluePurchasingbehavioristhedecisionmakingpatternonLegend’sproductcategoriesCentralized:singledecisionmakingunits,onlyneedoneaccountinterfaceDecentralized:multipledecisionmakingunits,needmultipleaccountinterfaceCompetitivepositioningisLegend’scurrentandpotentialshareofaccountwalletinrelationshiptocompetitoronLegend’scurrentproductcategoriesAccountpotential(PICCexample)XTotalITspend%Legendaddressable=Accountvalue/potentialUS$70M35%PCIAserverNotebookPeripheralsX%addressablemarketnottiedtocompetitor95%$9.3MXAccountvalue/potentialCurrentsharebyproduct=ShareofwalletPCIAserverNotebookPeripherals$9.3MPCIAserverNotebookPeripheralsXx%AccounteconomicsAccountvalueCosttoserveHugepurchasingvolume,productmixtowardshigherendsuchasserversCentralizedpurchasing,withsingledecisionmakingunitOncegetintotheapprovevendorlist,onlyneedstodealwithasingledecisionmakingunit,costtoserveislow.CanjustifyadedicatedaccountteamaccountdefinitionisdrivenbytheinteractionamongdifferentpurchasingunitsHQbranchbranchbranchHQDecisionhighlyrelated.BranchdecisioninfluencedbyHQandcaninfluenceHQdecisionsTreatedasoneaccount,butmayhavedifferentcoveragestrategyfordifferentlevelsIndependentdecisionmaking,branchdecisionnotinfluencedbyothersandcannotinfluenceothersEachpurchasingunitisaaccountbranchbranchbranchOneaccount4accountsAccountcontributiondiffersdramaticallyTypicalITaccountdistributionTypicalevolutionofprofitbycustomerVolumeCostImprovementReferralsPricePremiumAcquisitionCostsBaseSampleoutput:largeaccountlifetimevalueShareofwallet=Company’sshareofcustomerspendCustomer’stotalspendinthatmarketMaximizingshareofwalletenablescaptureoffullvaluemakebetterpricingdecisionsdeepenrelationshipwithcustomersbetterserviceandsupporttotargetedsegmentstailorstrategyaroundincreasingvalueproposition;leveragingrelationshipwithcustomerShareofwalletanalysisisadiagnostictoolwhichprovidesanevaluationofacompany’soptimalvaluepropositiontocustomers.Sampleoutput:shareofwalletOverallAccountmanagementprocessTargetingAcquiringSellingAccountMonitoringAccountExpansionInput:Output:MarketresearchInternaldataaccountvisitUnderst