The Value of Strategic Account Relationships Featuring Analyst Forrester (Part1)

Making Leaders Successful Every Day

What It Takes To Develop Strategic Account Relationships Mark Lindwall, Senior Analyst April 10, 2014

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Agenda

› Are Strategic Account Programs really a good investment? › What it takes to create a positive

yield from a Strategic Account program

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Executives want strategic accounts

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Strategic Providers Get More Spending

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Strategic suppliers gain advantages

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Frequent executive access leads to wins

Becoming a strategic provider isn’t easy

Executive buyers

We will decide what is valuable, thank you

very much.

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Percentage Of Companies That Segment Vendors Into Tiers

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Few Vendors Are Categorized As Strategic Partners

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Salespeople Believe Most Customers Consider Them To Be Top Tier

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Strategic Accounts Underperform

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Strategic Accounts Underperform

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Strategic Accounts Underperform

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Strategic Accounts Underperform

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Strategic Accounts Underperform

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What it takes to be a Strategic Provider

› Make Strategic Account designations in mutual agreement with customers › Focus salespeople on helping

executive wallet-owners succeed › Help salespeople understand

Agreement Networks and funding sources › Provide them with what they need

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What executive buyers find valuable

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Most Salespeople Are Not Focused On Helping Executive Buyers Succeed

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When executives get product pitched

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Helping executive buyers succeed

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A view of a “buyer”

Your Seller

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A (slightly more complex) view of buyer(s)

Manager

Vice-President

CIO

Your Seller

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Manager

Vice-President

CIO

Real? Your Seller

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Agreement networks determine funding

A tale of multiple sales…

Your Seller

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Agreement networks determine funding

A tale of multiple sales…

Your Seller

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Agreement networks determine funding

A tale of multiple sales…

Your Seller

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Four Sales Objectives

Gain access

Have successful meeting(s)

Create a shared vision of success.

Develop a business case

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+ Messages Messenger Audience

Gaining access

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+ Messages Messenger Audience

Have successful meeting(s)

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+ Messages Messenger Audience

Create a shared vision of success

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+ Messages Messenger Audience

Develop a business case

Thank you Mark Lindwall +1 617.613.8886 marklindwall@forrester.com Twitter: MarkLindwall