The Challenges of Strategic Account Management

THE CHALLENGES OF Strategic Account Management For our 2012 Benchmark Report on High Performance in Strategic Account Management, we studied a variety of factors influencing strategic account management (SAM) success, including; process, SAM team and capabilities, ability to maximize value, SAM strategy, structure, and more. In the rescarch process, we analyzed a list of 19 challenges that often derail SAM effectiveness. Below are some interesting points from our analysis of these challenges. 72 of them are high performers We studied 373 figh performers had the strongest results. 100% T00% companies with formal 54% SAM initiatives 18% Gw pede by 2 mow in their Yearer year dlem sataction Gew wve Saw at leun Saw an le Are you realy to vercome chalenges? by 20 er o in their ttegh weevee pw in their incase in thee g 6of ende beleve they dd be peing 2 i their g of 0 epond beliee they should be gmmating S or moe lmpvemen acunts Avege /le e What are some of the challenges that affect average / below-average performers more than high performers? (The bigger the cirde, the more frequent the challenge.) 1% 26% 54% 53% Having an effective strategic account planning tool Having skills to penetrate into ocher buying centers in accounts Having derp knowledge about our capabilities across the board among our people to introduce the capabilities and how they can help strategic accounts In fact, high performers were significantly less challenged by 6 of the n challenges e presented. 49% Having an effective strategic account management process Having knowledge to build and communicate messages of value we can bring to bear for strategic accounts Was "Gaining support from company leaders to focus on SAM" challenging to either group? 88% of respondents expect SAM focus No. It ranked 18h of 19 challenges for both. to increase over the next two years However, high performers were significantly less hindered by 8 other challenges that indicate leadership support for SAM. Strategy and Operations Accunt Excution Our Strategic Account Management Performance Wheel“ is comprised of over 100 individual components in 6 key categories that affect SAM performance. This research covered topics across the Wheel. Strategic Account Management Performance Wheel What can you do to ensure your company is a high performer? Tem The full Benchmark Repart on High Performancr in Snategie At Management indudes over 40 pages of grapha, charn, and analys commentary and inighes Visit our webite to find out how you can acces the full report or to benchmark your company against high performens. Download our whine paper. Wly Satgie Ant Management Feils- And Whar De Abent t. Work with RAIN Group to craft your SAM Serategy, imprve your SAM proces, and train your team RAIN Group O 2012 RANGroup 508.405.0438 I nfoRANGroup.com I www.RANGroup.com