麦肯锡：Using Key Account Management to Capture Market Opportunities.pptx

麦肯锡：Using Key Account Management to Capture Market Opportunities。1、Overview of key account management；2、Discuss a suggested approach；3、Highlight McKinsey qualifications；4、Field questions and discuss next steps。Following is a sample client discussion/horizontal LOP that outlines a multi-level sales improvement program that includes: Frontline sales performance improvement/better intra-unit management of large customers Cross-selling and sales coordination (typically across units) Solutions and vertical packaging With key account management (KAM) as an enabler. This document takes a comprehensive view to sales improvement and KAM; however, KAM or other sales improvement efforts can and often are shorter or more narrowly focused. In addition, in this particular example, we had deep knowledge of the client situation through previous strategy and pricing studies, as represented on the example pages attached. This might not be the case in your client situation. For more information on these and other sales and channel topics, contact the North American Sales & Channel Practice.本课件是针对全行业所编写的，旨在为全行业提供关于大客户管理方向更为专业的指导和建议。