电商物流大客户管理

汉维简介上海汉维供应链管理服务有限公司是由赵维巍先生和孙靖凯先生于2012年1月6日创立，以“持续提高网络购物消费者终端物流体验”为己任，不断为客户创造卓越绩效。公司总部位于上海，注册资本1000万美金。上海汉维供应链管理服务有限公司致力于探索科技和服务如何帮助企业解决其遇到的问题和挑战，并把握机遇、实现愿景、成就梦想。运用新的思想和理念来打造更简单、更有价值、更值得信赖的电子商务外包服务体验，不断帮助客户改善工作方式，发挥全部潜能。作为电子商务物流外包服务的领军企业，我们已经成为世界范围内众多顶级消费品公司信赖的合作伙伴。我们的表现体现出了汉维的伙伴关系文化，坚实的运营能力基础，致力于卓越和创新的不懈追求。无论环境如何变化，我们的表现始终出类拔萃。汉维宗旨我们的目标帮助企业实现全部电商物流梦想我们的使命不负重托，兑现承诺创造卓越绩效吸引，培养最优秀的人才我们的价值观精益求精不断的追求毫无瑕疵的表现创新精神通过创造性的思维和行动，创造新价值立足长远每个思考都着眼于长远的紧密合作，而非短暂的利益负责可靠勇于承担责任兑现承诺团队协作团队协作使我们更加出色积极主动主动思考和行动，改善现状创始人团队赵维巍Heinz

总经理孙靖凯Perseus

联合创始人职业经历上海酷武物流

总经理贝塔斯曼中国区供应链商业单元BU-head

西门子手机销售&电子商务业务

负责人教育背景2009香港科技大学

2006贝塔斯曼大学1994天津外国语学院职业经历上海酷武物流

联合创始人贝塔斯曼

销售经理第一宜家代购网

创始人

我俩交友网

联合创始人

教育背景2010上海交通大学安泰学院MBA2003吉林大学计算机学院

计算机学士汉维概况2012年单日最高包裹数12万个包裹2012年9月28日完成A轮融资，注册资本增加为1000万美元汉维正在服务的品牌28个品牌汉维2012年为客户处理100万个包裹为何选择汉维？在汉维，我们以领先的电子商务物流服务公司的强大实力，为您提供解决方案、释放价值、并推动发展。我们把满足客户的需求放在首要地位。这项承诺体现在重视诚信、专业性、和追求卓越的企业文化原则中。它也指引我们在企业运营过程中坚持谨慎的态度，谨守严谨的纪律，我们深刻的了解，客户的信任是我们的不可缺少的一部分。创新推动我们前进，自公司成立以来我们构建了坚实高效的运营服务基础。我们在持续不断的投入新的服务产品，以满足客户的新需求。我们始终致力于开拓新的途径为我们的客户创造价值。我们在多个行业拥有深厚的专业实力，能够帮助客户实现卓越绩效表现创造价值。一贯卓越的表现，为我们赢得了客户长期以来始终如一的信任。汉维的团队合作精神实现了专业知识和运营服务的对接，这使得我们能为客户创造价值。更重要的是，我们时刻谨记我们是为客户而工作。LargeAccountManagement5BusinessobjectivesoflargeaccountmanagementprocessMakethemostprofitableaccountunderLegend’scontrolGeneratestableandrecurringprofitfromthelargeaccounts6LargeaccountmanagementkeyprocesselementsPrioritizedlargeaccountlistdevelopedbasedonaccountprofitabilityTargetingAcquiringSellingMonitoringExampleAccountteamandresourcesallocatedbasedonaccountprofitabilityandcapabilityIntegratedsellingstrategyjointlyformulatedbysales,product,marketingteamsandchannelpartnersaccountreviewsconductedregularlytoupdateaccountplansandprioritylistBarriersofexpandingaccountrelationshipidentifiedandremovedonanongoingbasis7LargeAccountManagement(1/5)accountlifetime

valueLegendcompetitivepositionaccountProfiledatabaseInternaldataPriorityaccountlistMarketdataCustomerinterviewTargetsneedsandspendareprofiledthroughmarketresearch,sitevisitsandITspendinganalysisExistingCustomersprioritizedbylifetimevalueandstrengthoftherelationshipNewcustomersPrioritizedbylifetimevalueandabilitytoserveTargetingLevelII:LevelIKSFLegendcosttoserve8MajorprocessmetricsexampleKeymetricsAgreedaccountdefinition

AgreedaccountprioritizationcriteriaaccountprofiledatabasebuiltupandcentrallymanagedaccountprofiledatabaseregularlyupdatedaccountprofitabilitydefinedandagreedTargeting9TargetcanbeprioritizedbyvalueandaccountrelationshipHighgrowthprospectsLowpotentialKeyaccountsLoyalaccountsLargeSmallweakStrongaccountpetition(shareofwallet)Accountvalue10DedicatedteamisthemostexpensivewayofservinganaccountNo.ofaccountserved15100Costassumption1Sales:120K/year1support:120K/yearOtherexpenses:20%ofsalesandsupport1Sales:100K/year1support:100K/yearOtherexpenses:20%ofsalesandsupportChannelsupport:100K1channelmanager:100K/year1channelsupport:80K/yearOtherexpenses:20%ofsalesandsupportWIPwithLegend11ImpliedrevenuetojustifyadedicatedteamishighCosttoservewithdedicatedteamMargintarget~15%BreakevenMeetmargintargetExpectedrevenueRBMXxxRBMXxxWIPwithLegend12AccountprofitabilityisusedtoprioritizeaccountAccountvalue/potentialvalueXLegend

competitiveposition=Expectedrevenue-Legendcosttoservewithdedicatedaccount=Expectedaccount

profit>=ProfittargetLargeAccountlistExpectedaccount

profitProfittarget<HighLowStrategicvalueExpectedrevenueExpectedaccount

profit13Targeting:criteriaandprocesstodetermineservingmodeAccountHugeaccount

valueor

potentialSmallaccountvalueorpotentialCentralizeddecisionmakingDecentralizeddecisionmakingStrong/CanbestrongerLittleimprovementPotentialinneartermsaccountvalue/potentialPurchasingbehaviorCompetitivepositionCanjustifyadedicatedteamBetteruseasharedaccountteamorchannelServingmodeBranchlevel14AccountvalueestimateX3yeartotalITspend%ITspendaddressablebyLegend=Accountvalue/potentialX%LegendaddressablemarketareopenX%ITspenddecisionareindependentlymadebybranch%ITspendaddressablebyLegend=Accountvalue/potentialX%Legendaddressablemarketareopen3yeartotalbranchlevelITspendCompanyLevelBranchlevel(ifthecompanyispurchasingisdecentralizedXAccountvalue/potentialvalueshouldbetailoredtoLegendcurrentorneartermproductmixPC,Notebook,PCservers,andperipheralsAccountvalueshouldbeina3yearprojection,revisedeveryyea15PurchasingbehaviorcanimpactaccountvalueCentralizedpurchasingDecentralizedpurchasingHQBranchAccountvalue=Companypurchasing

valueHQBranchAccountvalue=purchasingvaluethatisdeterminedbyHQAccountvalue=BranchpurchasingvaluethatisdeterminedbybranchDecisionmadebyHQDecisionmade

bybranch16Competitivepositioning:currentshareofwalletShareofwallet= Company’sshareofcustomerspendCustomer’’stotalspendinthatmarketMaximizingshareofwalletenablescaptureoffullvaluemakebetterpricingdecisionsdeepenrelationshipwithcustomersbetterserviceandsupporttotargetedsegmentstailorstrategyaroundincreasingvalueproposition;leveragingrelationshipwithcustomerShareofwalletanalysisisadiagnostictoolwhichprovidesanevaluationofacompany’’soptimalvaluepropositiontocustomers.17Competitivepositioning:futureshareofwalletFutureShareofwallet=Company’sfutureshareofcustomerspendCustomer’’sfuturetotalspendinthatmarketFactorsthatmightimpactfutureshareofwallet:clientrelationshipProductqualityandothervaluepropositionChangeinclientorganization,e.g.newcontactperson,etc.LegendtrackrecordintheindustrycompetitorpracticesShareofwalletanalysisisadiagnostictoolwhichprovidesanevaluationofacompany’’soptimalvaluepropositiontocustomers.18Accountprofitabilityexample(Huawei)Accountvalue/

potentialvalueXLegendcompetitiveposition=ExpectedrevenueExpectedrevenue-Legendcosttoservewithdedicatedaccount=Expectedaccount

profitExpectedaccount

profit>=AccountprofittargetLargeAccount=xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxYesMayotherexamplessuchasrejected,etc.19Targeting:sampleoutputaccountvalue/

potentialPurchasingbehaviorCompetitivepositionGoto

marketmodeHuaweiPICCConstructionBankPacificInsuranceBankofChinaShenzhendevelopmentbankHighHighHighHighHighLowCentralizedCentralizedCentralizedCentralizedDecentralizedStrong/canbestrongerCanbestrongerCanbestrongerDominatedbycompetitorDedicatedteamDedicatedteamDedicatedteamMonitoringbutlowprioritySharedteamChannel/sharedteamIllustrativeWIPwithLegend20Targeting:levelIIIprocess––developaccountprioritylistLargeaccountdepartmentProductteamStrategicmarketingCustomerserviceSegmentneedsandbehaviorandtrendsEstimateservicecostEstimateexpectedaccountrevenueEstimateproductcostChannelteamEstimateaccountvalueAccountprofiledatabaseEstimateLegendcompetitivepositionSupplyproductmixCollectchannelfeedbackCollectandresearchmarketdataConductcustomerinterviewsCollectaccountservicedataProductquality/

performanceCollectcompetitorinformationCollectcompetitorinformationinsegmentEstimatechannelcostEstimateaccountprofitComparewithprofittargetPriorityaccountlistEstimateLegendcosttoserve21DataneededtoestimateaccountprofitabilityTotalITspend%canbeaddressedbyLegend’sproductcategoriesITspendbyproductmixPurchasingbehaviorimpactonaccountvalue%accountvaluedecisionsaremadebybranchesHistoricalProjectionAccountvalueProductgrossmarginAccountteamrequirementHeadcountandcapabilityCostimplications:LaborcostandothercostsLegendcompetitivepositionProjectedtotalITspendin3years%canbeaddressedbyLegend’sproductcategoriesITspendbyproductmixPurchasebehaviorimpactonaccountvalue%accountvaluedecisionsaremadebybranchesLegend’’scurrentshareofwalletbyproductBarriersthatimpactshareofwalletProjectedLegendshareofwalletbyproductmixHistoricalandprojectedwinratewithcompetitorRemovalofbarriersthatimpactshareofwalletgainsLegendcosttoserveProjectedproductgrossmarginProjectedaccountteamrequirementHeadcountandcapabilityCostimplications:Laborcostandothercosts22Targeting:DatagatheringBDPPracticesThinkbeyondtypicalinformationsourceswhenseekingdatapurchasedataotherinternaldataformalsurveysothersimilarcustomersUnlessyouhaveagreatrelationshipwiththecustomer,don’tsimplypickupthephoneandgrillhim/herwithquestionsExplainyourobjectivesandscheduleaformaltimetodiscussthedataneedsFullyunderstandthedatayouhaveandthedatayouneedpriortothemeetingPrepareanagendatocommunicateyourobjectivesandtorespectthecustomer’stimeClearlystateyourobjectivesduringyourinitialcallandrepeatthematthebeginningofthemeetingCommunicateadesiretobetterunderstandthecustomer’sneedsandtobuildastrongerrelationshipMakesurethecustomerdoesnotfeelthatyouarecreatingworkforhim/herGetthecustomerenthusiasticabouttheprocessVolunteertohelpinanywaypossibleSuggestwaysthathe/shecanestimatespendConsiderall

possible

datasourcesMeetwithclientwhen

necessaryBepreparedClearly

outlineyour

objectivesMakethetaskeasier

fortheclient23LargeAccountManagement(2/5)AccountteamresourcesallocatedaccordingtoaccountpriorityandcustomerneedsAccountplansdefinecustomerinteractionsandcontacttobecommunicatedDetailedresearchonpurchasepatternsAcquiringLevelII:LegendcosttoserveResearchaccountspecificneedsaccountcontactmappingResearchaccountpurchasebehaviorAccountacquisitionplanSetaccounttargetAssignaccountteamProfitable?YesNoStrategicYesNoLowpriorityGiveup24KeyprocessmatrixexampleKeymatrixAcquiringAgreedaccountneedsandbehaviorAccounteconomicsanalyzedDetailedaccountmappingdevelopedandsharedaccountsalesandprofittargetagreedaccountacquisitionplandevelopedAccountmanagerandsalesteamassigned25Doweunderstandclientneeds?Doesnewinformationchangethehypothesisorassertions?Willthecurrentplanmeetapproachingdeadlines?Areallactivitiesstillabsolutelynecessary?Doweunderstandclientpurchasingbehavior?Iseachteammemberontracktocompletehis/heractivitiesonschedule?Shouldworkberebalanced?ArethereroadblocksthatwillrequireRVP/BranchManager/Corporateintervention?Doweknowtherightdecisionmakerandinfluencer?ClientcontactSI/ISVDoallteammembersknowaboutupcomingdeadlines/presentationsandwhattheymusthavecompletedforthem?Doweapproachtheclientbefore?Success/unsucessfulCSRs?Customer?Checklistforacquisitionplan26Accountacquisitionplan:sampleoutputUseLegendinternalBDP27LargeAccountManagement(3/5)SellingLevelII:Sellingstrategyjointlyformulatedwithsales,technicalsupportandchannelpartnersSellingteamadequatelyresourcedtobehighlyresponsiveduringthesellingprocessCoordinatewithchannelpartnersCoordinatewithmarketingteamManagevaluedeliveryprocessCoordinatewithproductandserviceteams28KeyprocessmatrixexampleKeymatrixSellingIntegratedsellingstrategyagreedEffectivecoordinationbetweensales,product,channelandmarketingSalesprogressontime29Channel’srolesandresponsibilitySellingInventorymanagementLeadsgenerationFulfillmentChanneldatacollectionLegendDistributor/dealerManageclientrelationshipObtainleadsthroughSI/ISVIndustryspecificmarketingactivitiesManageclientrelationshipGenerateleadswithtogetherwithLegendSI/ISVDevelopsalespitchDevelopsalesproposalCoordinatewithITdepartmentHelpSI/ISVdevelophardwarerequirementsIdentifyleadsShareleadswithLegendDevelopcustomertailoredintegrationplanOrderproductsfromLegendDevelopcustomerrequiredhardwareplanCoordinatechannelandmanufacturingtoensureontimedeliveryInventorymanagementInventorymanagementCoordinatechannelfulfillmentprocessPrepaidpricingCollectpaymentOntimedeliveryVictorPagePrepaidpricingCollectpaymentOntimedeliveryProactivelycollectinformationfromchannelsDirectlycontrolcustomerinformationCustomerinformationcollectionCustomerinformationcollection30LargeAccountManagement(4/5)MonitoringLevelII:RegularaccountreviewstoreviewprioritizationandinsuregoalscanbemetExecutivevisitprograminpacetoensurehighshareofmindCustomerdataiscollected,storedcentrally,andusedtoupdateaccountplansConductaccountcontributionanalysisConductregularaccountreviewExecutivevisitaccountcontributiondatabaseTrackcustomerpurchasedataRevisedPriorityaccountlist31KeyprocessmatrixexampleKeymatrixMonitoringRegularaccountreviewconductedaccountpurchasingdataandcollectedandanalyzedRevisedaccountlistandresourceallocationbasedoncontribution32Level3accountreviewprocessAccountContributionmeettargetDedicatedteamNOYesPotentialishighStrategic

valueforotheraccountNoYesYes33Monitoring:revisetheprioritylistCurrentmargin

contributionPotential

margin

contributionLowHighLowHighGrowRemovefromlistCultivateMilkDeprioritize34Accountclassificationshouldbearegularprocess(industrypractices)AccountclassificationisanannualprocesstoassignaccountstospecificteamsAccountvalueandbehaviormaychangeovertimeLegend’spositioningmaychangeovertimeThemodetohandleaccountwillchangeovertimeIt’sanegotiationprocessbetweendifferentdepartmentsTransferaccounttotomostappropriateteamsSalesteamsareevaluatedagainstthesalestargetofitsaccountcomposition,notbyaspecificaccountSalestargetadjustedaccordingtoaccountmixchange35LargeAccountManagement(5/5)ExpandingLevelII:FrequentdiscussionswithcustomersonlevelsofsatisfactionandbarrierstoexpandingtherelationshipConcreteplansinplacetoremovethebarriersDevelopconcretebarrierremovalplansTrackaccountsatisfactionIdentifybarriersofexpandingrelationshipImplementbarrierremovalplans36KeyprocessmatrixexampleKeymatrixExpandingRegulardiscussionwithaccountonexpandingrelationshipBarriersofexpandingaccountrelationshipidentifiedandagreedConcreteplanstoremovethesebarriersdevelopedandagreed37Barrierofexpanding:PICCexamplePCNotebookPCServersUnixserversSolutionServiceWhathavepreventedyoufrombuyingorbuyingmorefromLegend38Barrierofexpanding:penetrationplandevelopment(PICCexample)LargeaccountdepartmentStrategicmarketingBusinessunitIndustrydepartment39LargeaccountkeybusinessmetricsImpactonEBITImpactonrevenueImpactoncostSOWGainProductmixProductMarketingShareofwalletgainsfromexistingaccountorshareofwalletbreakthroughinnewaccountSellingmorehigherendproductintoaccountPricingPricepremiumSalesIncreasedR&DandproductdesigninvestmentIncreasedsalescostsImprovedsalesproductivityIncreasedmarketingcostsImprovedmarketingeffectiveness40Legendlargeaccountorganization:recommendedLargeAccountDept.…TechnicalsupportteamDedicatedteamforaccount1Dedicatedteamforaccount2Responsiblefortechnicalsupportforlargeaccount,suchasvendorlist,bidding,productpromotionTeamcanbesharedwithotherdepartmentaccountcontactatLegend,responsibleforaccountrelationshipCoordinatewithchannel,esp.valueaddedchannel,todevelopsalesleadCoordinateproduct,solutionandmarketingtorealizeintegratedvaluedelivery41KeyrolesandresponsibilityCollectlargeaccountprofileandcontributiondataIn-depthunderstandingofaccountneedsandcoordinationwithproduct,solution,andmarketingtomeetaccountneedsQuantifiedinput/outputanalysisIntegratedvaluedeliveryManageaccountrelationship,becomingsinglepointofcontactatLegendCoordinationwithchanneltorealizeeffectiveprojectsalesWorkwithtechnicalteamtohelpLegendgetintoasmanyapprovalvendorlistShareexperiencewithotherteamWorkwithaccountteamtohelpLegendgetintoasmanyapprovalvendorlistDeveloptechnicalstrategyforAVLandbiddingandcoordinatewithproduct,solution,andmarketingtoimplementthestrategyResponsibleforproducttestingWorkwithSI/ISVtoimproveproductperformanceAccountteamTechnicalsupportteam42KeyperformancemetricsNetmarginbasedperformancemeasurementFocusonsellingmorehighendproductDoublecountingsalesleadsreferredtootherteamInputfromotherdepartmentscastssomeweightWinrateinvendorlist,biddingtechnicalsolutionSuccessrateofproducttestingSI/ISVadoptionofLegendproductassampleInputfromotherdepartmentscastssomeweightAccountteamTechnicalsupportteam43OverallimplementationplanCategorizemajormaterials;assignleadbuyers;definestrategies;estimatesavingsandexecutestrategiesConsolidatesupplybasebasedonspecificmaterialstrategiesPlanandexecutemajorsupplierpartnershipinitiativesandassigncrossfunctionalteambasedonmaterialstrategiesWorkwithproductdesigntoreducecomponentcomplexityFixprocurementinternalandexternaldatacollectionsystem;defineappropriateITcomponentsEstablishcompleteandstandarddatabaseCompleteprocurementorg.structuredesignandresourceplanEvaluatecurrentprocurementteamcapabilitiesandrecruitqualifiedprofessionalsBuildaprocurementknowledgemanagementprocessProcurementinitiativesOrganizationinitiativesCrossfunctioninitiativesSysteminitiatives44Projecttimeline/resourceallocations100%60%40%20%0%24MonthsEvaluatecurrentprocurementteamcapabilitiesandrecruitqualifiedprofessionals6Completestrategicprocurementorg.structureandresourceplan80%Categorizemajormaterials;assignleadbuyers;definestrategiesandestimatesavingsFixprocurementinternalandexternaldatacollectionsystem;defineappropriateITcomponentsEstablishcompleteandstandarddatabaseBuildaprocurementknowledgemanagementprocessConsolidatesupplybasebasedonspecificmaterialstrategiesPlanandexecutemajorsupplierpartnershipinitiativesandassigncrossfunctionalteambasedonmaterialstrategiesWorkwithproductdesigntoreducecomponentcomplexityExecutionofotherprocurementstrategiesformajormaterials45DeliverablesAssignedbuyerforeachstrategicmaterialAcompletestrategyforeachstrategicmaterial,specificinitiativestoachievingthegoalandestimatedsavingpotentialAcleartargetofkeyparametersoffuturedatabasestructureandcollectionprocessProcurementknowledgemgmtarchitecturedefinedCompletesupplierconsolidationplanInitialplanofcomponentcomplexityreductiondefinedandagreedinternallySupplierpartnershipopportunitiesidentifiedandresponsibilitiesassignedInternalandexternaldatacollectionanddatabasestructureestablished;StartingdatacollectionKnowledgemgmtsystemestablishedCompletionofothermajormaterialstrategiesMajorinitiativesforcomponentcomplexityreductionfinishedMajorsupplierpartnershipinitiativesplannedandbenefitsidentifiedInternalandexternaldatacollectedanddatabasefilledMajorrecruitingeffortscompletedMonth2Month4Month646Detailedimplementationschedule(1)StartMonth2Month4Month6MajoractivitiesCompleteprocurementorg.structuredesignandresourceplanCategorizemajormaterials;assignleadbuyers;definestrategies;estimatesavingsandexecutestrategiesSelectmajormaterialsAssignbuyerresponsibilitiesConductdetailedmaterialsupply/demandanalysisFormulatefinalmaterialstrategiesDefinemajorinitiativeswitheachmajorsupplierConsolidatesupplybasebasedonspecificmaterialstrategiesGroupmaterialsbasedon““commonality”ofsuppliercapabilitiesConductvolume/priceanalysisformajormaterialsDefinekeyconsolidationtargetsinaccordancewiththespecificmaterialstrategySuppliernegotiationtogetvolumebenefitsBackup47Detailedimplementationschedule(2)MajoractivitiesPlanandexecutemajorsupplierpartnershipinitiativesandassigncrossfunctionalteambasedonmaterialstrategiesDefineimmediatepartnershipcandidates(solesupplier,etc.)BrainstormwithsuppliersofmajorpartnershipopportunitiesandassigncrossfunctionalteamDesignmajorinitiativesDefineotherpartnershipcandidatesbasedonspecificmaterialstrategiesBrainstormwithsuppliersofmajorpartnershipopportunitiesandassigncrossfunctionalteamDesignmajorinitiativesInitiativesfollow-upsWorkwithproductdesigntoreducecomponentcomplexityIdentifycurrenthighcomplexitycomponentsDevelopconsolidationoptionsMarkettestswithconsolidatedcomponentsandevaluatecustomerfeedbackUpdatespecificationsbasedonsatisfactoryresultsStartMonth2Month4Month6…Backup48Detailedimplementationschedule(3)MajoractivitiesFixprocurementinternalandexternaldatacollectionsystem;defineappropriateITcomponentsEstablishteamandassignresourcesDefinekeyinternalandexternaldataparametersDesign/agreeoncollectionprocessandkeyITcomponentsFollowupspecificinitiativesEstablishcompleteandstandarddatabaseDatafillingandsystemtestingEvaluatecurrentprocurementteamcapabilitiesandrecruitqualifiedprofessionalsInternalcapabilitymeasurementsDesignexternalhiringcriteriaandsourcesRolloutrecruitinginitiativesBuildaprocurementknowledgemanagementprocessDefinekeysystemcomponents(IT,content)ResourceallocationFollowupspecificinitiativesStartMonth2Month4Month6Backup49Implementationplan(example)GathercustomerprospectsRankandprioritizePrelim.discussionFormulateworkplanobstaclesactionsBeginpersonalvisitsInitialFollow-upsInitialordersAccountmonitoringExpansionJanFebMarAprMayJunJulAugSepOctNovDecILLUSTRATIVE50Backup支持持51Targeting:levelIIIprocess––developacquisitionplanLargeaccountdepartmentProductteamStrategicmarketingCustomerserviceSegmentneedsandbehaviorandtrendsEstimateservicecostEstimateexpectedaccountrevenueEstimateproductcostChannelteamEstimateaccountvalueAccountprofiledatabaseEstimateLegendcompetitivepositionSupplyproductmixCollectchannelfeedbackCollectaccountservicedataProductquality/performanceCollectcompetitorinformationCollectcompetitorinformationinsegmentEstimatechannelcostEstimateaccountprofitComparewithprofittargetPriorityaccountlistEstimateLegendcosttoserve52Identifylargeaccount:criteriaAccount

valueAcquiringSellingMonitoringExample53AccountclassificationprinciplesAnaccountisdefinedasthosewhocanmakeindependentpurchasingdecisionsontheproductcategoriesLegendsuppliesBranchofverticalsarenottreatedasaoneaccountunlesstheirdecisiononLegend’sproductcategoriesiscompletelyindependentAccountvalueorpotentialvalueshouldbetailoredtoLegendcurrentorneartermproductmixPC,Notebook,PCservers,andperipheralsarecountedasaccountvalueorpotentialvaluePurchasingbehavioristhedecisionmakingpatternonLegend’’sproductcategoriesCentralized:singledecisionmakingunits,onlyneedoneaccountinterfaceDecentralized:multipledecisionmakingunits,needmultipleaccountinterfaceCompetitivepositioningisLegend’scurrentandpotentialshareofaccountwalletinrelationshiptocompetitoronLegend’scurrentproductcategories54Accountpotential(PICCexample)XTotalITspend%Legendaddressable=Accountvalue/potentialUS$70M35%PCIAserverNotebookPeripheralsX%addressablemarketnottiedtocompetitor95%$9.3MXAccountvalue/potentialCurrentsharebyproduct=ShareofwalletPCIAserverNotebookPeripherals$9.3MPCIAserverNotebookPeripheralsXx%55AccounteconomicsAccount

valueCostto

serveHugepurchasingvolume,productmixtowardshigherendsuchasserversCentralizedpurchasing,withsingledecisionmakingunitOncegetintotheapprovevendorlist,onlyneedstodealwithasingledecisionmakingunit,costtoserveislow.Canjustifyadedicatedaccountteam56accountdefinitionisdrivenbytheinteractionamongdifferentpurchasingunitsHQbranchbranchbranchHQDecisionhighlyrelated.BranchdecisioninfluencedbyHQandcaninfluenceHQdecisionsTreatedasoneaccount,butmayhavedifferentcoveragestrategyfordifferentlevelsIndependentdecisionmaking,branchdecisionnotinfluencedbyothersandcannotinfluenceothersEachpurchasingunitisaaccountbranchbranchbranchOneaccount4accountsAccountcontributiondiffersdramaticallyTypicalITaccountdistributionTypicalevolutionofprofitbycustomerVolumeCostImprovementReferralsPricePremiumAcquisitionCostsBaseSampleoutput:largeaccountlifetimevalue59Shareofwallet= Company’sshareofcustomerspendCustomer’stotalspendinthatmarketMaximizingshareofwalletenablescaptureoffullvaluemakebetterpricingdecisionsdeepenrelationshipwithcustomersbetterserviceandsupporttotargetedsegmentstailorstrategyaroundincreasingvalueproposition;leveragingrelationshipwithcustomerShareofwalletanalysisisadiagnostictoolwhichprovidesanevaluationofacompany’soptimalvaluepropositiontocustomers.Sampleoutput:shareofwalletOverallAccountmanagementprocessTargetingAcquiringSellingAccountMonitoringAccountExpansionInput:Output:MarketresearchInternaldataaccountvisitUnderstandingofLegend’sabilitytoserveaccountspecificneedsaccountpurchasebehaviorandpatternITPurchasingdecisionmakersITpurchasinginfluencersContacthistory&detailtaccountinputfromsalesvisitInputfromchannelpartnersInputfromproductandserviceteamsInputfrommarketingteamsPeriodicallyreviewofaccountinfoCustomersatisfactionandfeedbackatintervalsBetterunderstandingofunmetaccountneedsBetterunderstandcompetitionDiscussionswithcustomersofferings&benefitsbarrierstoexpansionWorktoremovebarrierstoexpansionLegendshareofwalletforexistingaccountAccountpotentialfornewaccountPrioritizedcustomerlistaccountprofilescreatedandupdatedIntegratedandcoordinatedsellingstrategyManagesellingprocesswithchannelandproductteamsaccountcontactmappingTailoredapproachtoaccountaccountacquisitionplanSalestargetAccountownershipUpdatedaccountplanChangestoadjusttoaccountneedsProductServiceSalesChannelMarketingIdentifiedbarrierofexpandingrelationshipConcreteplanstoremovethesebarriersResourceallocationtoaddressthebarriers61Legend’scurrentaccountmanagementprocessTargetingAcquiringSellingAccountMonitoringAccountExpansionNamedaccountbasedonITspendRelationshipwithaccountHistoricalLegendsalesFocusonpurchasingunitHQ+aselectednumberofbranchesPrimarilyfocusonexistingaccount,nocultivationpracticesAccountlistisshrinkingPrimarilyleverageexitingrelationshipviasalesvisittargetingonprocurementdepartmentSometimesusecoldcallorreferralsTrytoselltoaccountdirectlywithaslittlechannelinvolvementaspossibleTrytohandleaccountneedsdirectly,includingclosing,fulfillmentanddeliveryDofollowupvisitandsomeaccountsatisfactionsurveyLackofsystematicwayofevaluationIncompleteaccountinformationbecauseofaccounthandledbytwosepar