Sales Performance Association meeting, 4th June, Chartered Institute of Marketing, Moor Hall

Members and guests who attended the SPA seminar on 4th June 2013 took part in a competitive and fast paced simulation in the area of Strategic Account Management.  Our first Honorary Fellow, Professor Malcolm McDonald introduced the day and set the scene for managing key accounts and Dr Beth Rogers followed by sharing a little of how the “game” is used at Portsmouth Business School.

Ed Bradford, the architect of the SAM Simulation then led us into our first round of the game.  The game is based on the global supply of staffing services including Recruitment, Outsourcing, Training and Consulting. This market has been chosen as a generic scenario in which to learn about the key elements of managing strategic (key) accounts in particular the vital subject of account selection.  It borrows strategic concepts from marketing and applies them to account management.  This includes combining, segmentation, targeting, positioning, value propositions and other key concepts.

We were arranged into 5 mixed teams and thankfully, Ed led us into the game gently, suggesting in round one, we focussed on the North America Market by service area.  The game was set up so that the 5 competing teams were already “in the market” and had all achieved an equal, base line performance that we could see and build on.  Ed coached us to strive to position our offer for maximum result, be it profitability or sales etc.

The teams grappled with the mass of data and slowly, we developed an understanding of the concepts, looking for ways to improve our position.  At lunchtime, Ed revealed our results showing that we had all improved performance with some teams doing a little better than others.  Ed then took us into some of the theory of Managing Strategic Accounts – a full slide set is available on the SPA Website (members Area).

After lunch, Ed lifted the market restrictions allowing teams to compete in all the Global Markets.  The teams quickly identified the limitations of resources and the need for focus.  Cash resources were removed from some markets and added to others, value propositions were fined tuned to match chosen segments and teams battled hard and fast to complete their decisions in the time allowed.

The winning sales team

After the third round with a teasing count down to the final decision, Ed revealed the winners and led a review of the group’s performance.  It was clear that some teams had developed strategies for the long haul and “what a pity” the game could not have run longer.  Ed presented “medals” to the winning team shown below.

The subject of Key Account Management ranks high in the SPA member’s interests and we have had many speakers on this subect including McDonald and Ryals.  Without doubt, this brought home the key messages into what was a most educational and enjoyable day. Our thanks  to Malcolm McDonald, Beth Rogers and particularly Ed Bradford for bringing this topic to life.

 

As written by John Andrews, Secretary of the Sales Performance Association

10th June 2013

For further information about the Sales Performance Association visit: http://www.salesperformanceassociation.com/

KAM2win Simulator gets top satisfaction scores

The KAM2win Simulator recently scored some of the highest satisfaction scores amongst delegates at the SAMA Global Conference in Orlando.

Click here to see the conference highlights: SAMA Feedback Orlando 2011

What people say about the Market2win Game

“The Market2win simulator is an excellent tool for students and professionals who want to develop an understanding of strategic marketing. It offers a fast-paced virtual environment that allows participants to think strategically and resolve real-world like business problems from a marketing viewpoint.”
Arif, Marketing Professional and MA Marketing Student, European Business School

“The Market2win game is a fantastic marketing simulation for both students and marketing professionals! It helps students and professional marketers to understand strategic market analysis, planning and decision-making in a practical and innovative way!”
Sotirios, MSc Marketing Student, European Business School

 

 

“Market2win is a valuable experience not only for students but also for professionals, who want to examine how the market works when you make certain changes based on the data you have available. This simulation promotes teamwork and the development of our strategic marketing skills. We had a lot of fun and at the same time discovered the consequences that our decisions had on the competition.”
Elena, MSc Marketing Student, European Business School

 

“Playing Market2Win Strategy Game was a useful and exciting experience. This game demonstrated all complexity of strategic decisions and taught us to be rational in taking them. This is a great opportunity to try yourself in tough competition without a risk to lose market share or profit in a real life.”
George, MSc Marketing Student, European Business School

 

“I liked the competition and the way it was produced. Very strategic and focussed.”
“I liked the depth of the gameplay and strategic decisions that could be undertaken.”
“It was good to see the difference  between theory and practice”
“I liked challenging other teams – changing strategy and finding solutions after we lost our market leadership, even though at the end we lost – recognising that even if we performed well as a team and performances, our competitor was better. Remind me that ‘It’s not enough that we do our best; sometimes we have to do what’s required’ “
“I liked the teamwork and the possibility to make decisions similar to those in real life”
“Expect the unexpected!”
Various MSc Marketing students, European Business School

“The game really showed the importance of segmentation and made me far more confident in knowing where to focus my marketing efforts.”
Phillipa, Director, Breathing Relief, UK

“I was able to see the outcome of my different marketing strategies right before my eyes, and not having to invest all that money either!”
“The best thing I learned from game is how to deal with the competitors by using various marketing strategies.”
“I liked seeing the results after the implementation of the market strategy.”
“It was great. I really enjoyed it. Only wished it was been graded.. oh well.. good job!”
“It was a wonderful experience. I enjoyed playing it and gained a lot of strategic experience. Practical implementation of what we study.”
“It was on the whole a new and enjoyable experience. I have learned a lot from this game.”
“It covered aspects from across the MBA.”
“It was a very good experience . We all worked in a team and enjoyed the game. This game also helped us develop our strategy skills, leadership quality and a lot more. We would love to play this game again.”
“It was a very good experience. Everyday we got the opportunity to learn something new.”
“It was fun and we had a good experience while working on this in a group.”
“Just one word: OUTSTANDING.”
Various MBA Students, European Business School

“Thank you very much for the opportunity to take part in the marketing strategy game.   I enjoyed the process and it was good to be able to experiment in the safety of the virtual world!  I made quite a few mistakes throughout the process, but it was satisfying to see the areas where the strategy seemed to be working.  The presentations and other materials were a very useful reminder of the key tools required and helped me focus, rather than get too bogged down in the detail…Thanks again for the game and the tools which have helped me a great deal.”
- Angela, Marketing Manager, UK

“It is an excellent game”
- Paul, Head of Marketing, UK

“I enjoyed the week and thought it was a good way of thinking about some of the big strategic issues. I liked all the segments and the initial positionings and I liked the idea of additional reports to give more information…Once again thanks for the opportunity it was good fun and well worth the time spent on it.”
- Andrew, Communications Director, UK

“I played the game this afternoon and it was very good, simple to use yet realistic and a great way to teach core marketing principles.”
- Robin, Marketing Consultant, UK

“I feel I haven’t had much experience in real-life strategic marketing decisions so this was a wonderful way of testing myself.  It’s easy to lack confidence in my decision making when it hasn’t been tested fully so playing the game was a safe way to test my judgement and winning has given me the confidence in my own decision making and strategic marketing skills that it could have taken years to build up in the real world.”
- Lindy, E-Commerce Marketing Manager, UK

“Market2Win is an excellent and exciting game to test your strategic marketing skills. You have the ability to work, test and play with the different aspects that support you in defining and approaching your segments: Segmentation, DPM, BCG and KBF’s. The knowledge base included in the game and the personal feedback after each decision guide you to better decision making in the given market. I especially liked the fact that we were competiting to real teams. This made the game more unpredictable as well as more real. As the co-captain of the team I also taught me a lot about keeping a virtual team on board which is a valuable lesson these days… I was so involved that it felt as if it were an extra day job.”
- Delianne, European Marketing Manager, UK

“The game mimics the real world conditions quite elaborately.”
- Ameer, MBA Student, European Business School

“In the game, we not only thought about our strategy but also the strategy of our competitors. This kind of activity enabled me to analyze the strategy in different dimensions.”
- Yuvaraj, MBA Student, European Business School

“Impressive leading edge use of technology to support learning and I can see it would work in a live organisation across multiple locations…In summary, I am a fan!”
- Samantha, Marketing Consultant, UK

“Market2win is a brilliant game which I would recommend to everyone in marketing. I have learnt so much in the 7 weeks I played the game. I gained an in-depth understanding of SWOT, Segmentation, Key Buying Factors and Value Proposition. The simulator allows you to see in real time what impact the decision you make have on your business. When I started the game I was job hunting, the skills I learnt gave me the confidence to apply for a marketing job which I got. I will be applying what I have learnt in my new job. Coming from an IT background I must say the simulator interface is very impressive. I like the feedback we received at the end of each week and also the reading material you provided. Thanks!!!!”
- Gathoni, CRM Executive, UK

“Playing the game was a good experience for me and would be the same for any strategic marketer or market strategy student. Comparing it to other simulation games I did during my studies and training, I believe the Market2win game is much more strategic and more customer oriented than similar games which are more sales oriented in nature. This game makes the player feel the importance of both long-term and short-term decisions and focuses more on value propositions to customers.”
- Hussam, Marketing Manager, Jordan

“The Market2Win game is an excellent tool for testing and developing your marketing abilities at strategic level. Having only recently gained the CIM Postgrad Diploma, it helped me use my new skills in a highly competitive market and provided confidence in achieving a winning position.”
- Kevin, Special Markets Manager, UK

“I truly recommend this game to all marketing professionals”
- Pedro, Business Development Consultant, Poland

“Market2Win is an excellent opportunity for anyone currently involved or with an interest in strategic marketing. Players will benefit from actually applying a SWOT analysis, BCG Matrix, DPM and Segmentation to their virtual organisation. In an ever changing market and with competitors competing for market share and profitability, Key Buying Factors and Value Propositions must be consistently reviewed to stay ahead and satisfy your shareholders! The simulator is very user friendly and intuitive and the feedback after each period closes was exceptional. Highly recommended and great fun. Thank you.”
- Jason, Sales Manager, UK

“What I liked about the game was mainly the competition and seeing the results at the end of each period. That was pushing me to do more and to keep on trying to catch competitors on their segments and to strengthen my position on my own segments. The value proposition as much as other information about the product, profitability of my company and its competitors is very clear and understandable. It was easy for me to manage and use.”
- Kaouther, Assistant Professor, University of Tunis, Tunisia

“This was a wonderful concept and an awesome opportunity for us.   Thank you Market2win!”
“I had fun like anything and apart from that learned segmentation, targeting, positioning and marketing education – all part of one programme…10: 10!”
- Rubradir and Vipus, MBA students, European Business School
See Rubradir and Vipus talking about their game at http://www.youtube.com/user/EDatM2W?feature=mhw4

“This competition has offered an opportunity to students to take part in an exciting and different way in applying their business knowledge and skills and have some fun with it too. Leadership, team working and decision-making are all very relevant and useful areas for our students to develop.”
- Jocelyn, Teaching Fellow in Strategy, The York Management School, UK
See more at http://www.york.ac.uk/management/news-and-events/news/young_leaders/

“The Martet2win game offered me an great opportunity to dicover the real world business operation in a gaming scenairio. I was delightful to find out that availability of marketing tools within the game and we could utilize these tools to strength the business. I have been wanting to obtain a job from supermarket fields, and the game gave me the opportunity taste it, which has motivated me towards my goals of working for supermarkets.”
- Xiaoqing, Undergraduate Management and Management System student, European Business School

“The feedback from the students and staff has been excellent. They have found it to be very powerful in helping students understand strategic market analysis, planning and decision-making. It integrates well with the teaching modules and the students have found the software easy to learn.”
- Martin, Senior Lecturer, European Business School

“I am just writing because I thought it would be a good idea to let you know that I have used some of the skills I learnt on the Market2Win in my job. I am working at my family’s retail business and I have to be guided by a lot of common sense when it comes to restructuring some things in the business, as I don’t have a business education to fall back on. Christopher and I had to make a list of roles and responsabilities when interviewing someone for a marketing job, and I was guided by some of the things that were neccesary when playing Market2Win. Like for example being creativing, inventive, and having analyitical skill, in adittion to that I made sure the person understood how important it was for them to have thier own initiative and be able to anaylize the big picture of what is going in our particular market.

The reason why we were even working on preparing this interview for a person to work on marketing for us, the reason why we we’re going to create this position is directly related to what I learnt on Market2Win. I created a marketing plan, and had a lot of project going on and for the future and I realised that I didn’t have the time to do them all as efficiently as I need them done, as I also do buying, merchandising, and visual merchandisng for the company. I remember how in Market2Win you could allocate a certain number of employees to work on each project, and it didn’t matter how much money you put in a project if you didn’t have the right number of employes for the amount of money which mean the intricacy of the project in addition to the amount of time and effort it would need, then it wouldn’t work and it would be a waste of resoruces. I felt like I was back in the game writing down a bigger number on the employee box of people allocated to the project, and I decided that it would be crucial that I hire someone else to work on our marketing projects in addition to myself, some one whose role could be take the main responsability for these projects and I could have a more supervisory role.

I also want to add a few more things that I think that Market2Win has really helped me with. I feel that now I am taking the business into a path where we have much a stronger focus on our target age groups, and segmentation is something I had read about in books but until I played the game I didn’t realize how crucialy important it was.

I just wanted to say thank you again for considering Christopher and I to participate in this game as it has been very useful to me in the restructuring of my retail business.”
- Mariana, Chief Marketing Officer, Is Destellos and Casa Moda stores, Bolivia

“Market2win provided us with a great way to learn about enterprise, marketing and how maths can be applied to business. All the students from Year 7 to 10 enjoyed competing in teams and gained a much greater appreciation of the relevance of school work to the world of work.”
- Colin, Deputy Head, Nicholas Chamberlaine Technology College, UK

What people say about the SAM2win Game

“I liked participating in the simulation game prior to the session. I enjoy games and activities to learn. Excellent!”
“An incredibly effective way to learn about account planning.”
“I enjoyed the game and learning concepts. Thank you!”
Delegate feedback from senior executives at various global businesses, USA

“Actually using the Simulator was brilliant”
“It gave a new perspective to account plans and strategy”
Delegate feedback from senior executives at various global businesses, Europe

SAM Game Winners

On May 16, the top teams in the Strategic Account Management Game were announced at the SAMA Global Conference in Orlando, Florida. The online game was played over three weeks leading up to the conference itself.

Jean-Maurice Mimran (SAFC), Angela Nienaber (US Postal Service) and Derek Stek (CH Robinson Worldwide) won the game. Dan Cox (Siemens) and Bob Erickson (Pall Corporation) came a close second.

The game has five suppliers competing for the business of one global account. The objective is simple: to make the most profit from this account by the end of the game.
The SAM Game Winners, May 2011
All suppliers start the game with the same overall sales, profits and share of wallet with the account (though it varies across different sales opportunities). However, each of the suppliers also has different account strategies already in play which the teams quickly need to get to grips with.
Participants in the game are all members of the strategic account team of one of these suppliers.  Also, in this case, the participants did not know each other before the game started and had to self-organize into effective virtual teams.
In this game, these two teams quickly took control of the situation and ended up battling each other for account supremacy. Both teams did well to assess the customer and competitor situation, develop their own account strategies and execute them effectively…all whilst doing very busy real day jobs!
By definition, a Strategic Account Manager should be good at strategy and these guys proved that they are.
Well done guys!
Posted by Steve Erickson (VP Strategic Marketing, Parker Hannifin Inc) and Ed Bradford (Director, Market2win Ltd)

Lecturer wins Dean’s Award

A Bradford student team on the Market2win Simulator

We are delighted to announce that Martin Haley has won the 2010 Dean’s Award for Teaching Excellence at the University of Bradford’s School of Management.

There are around 80 lecturers at the School and only three such awards handed out each year.  The award is based on student feedback on the courses they have undertaken.  Martin says, “It is a great honour to receive such an award and the use of the Market2win simulation has been a significant factor in generating the excellent feedback I have received from students.  We are now using it on both postgraduate and undergraduate courses. We hope to expand its use further within this university and across to our international partner institutions in the future.”

Edmund Bradford, MD of Market2win says, “This underlines the positive connection between using simulations and the student experience.  The best universities like Bradford are developing the right skills of students, not just improving their understanding of a subject.  This will give these students an employability edge when they finish their course.”

November Strategic Marketer of the Month

We are delighted to announce that the Strategic Marketer of the Month for November is Anant Pagare, an MBA student at Cardiff Business School.

Anant achieved this by playing the online Market2win Game and guiding his virtual company to a superb market success.   In doing so, he demonstrated the right stuff for senior leadership including superior customer insight, situation awareness, strategic leadership and masterful execution.

Anant was glad to be involved in one of our games: “In my opinion, knowledge is of little use without understanding the practical aspect and consequences of application of the theories. Market2win provided a platform where we needed to analyse the market conditions, compete with other companies in a simulated market environment, anticipate the competitor’s strategy and to act accordingly to stay ahead. It was a great learning experience and I’d be glad to get an opportunity again to become a part of it.”

“There were over 300 MBA students playing in several different games” says Edmund, MD of Market2win, “and Anant’s company made one of the highest profits across all the games.  He did this by beating his fellow students, not the computer.  He did exceptionally well.”

Do you want to develop your strategic leadership skills by playing against other real people from around the world – and collect valuable CPD time along the way? For more information about upcoming games go to http://www.market2win.com/play.php

September Strategic Marketer of the Month

We are delighted to announce that the Strategic Marketer of the Month for September is Robin Mar, owner of Eleven Solutions Ltd.

Robin achieved this by playing the online Market2win Game and guiding his virtual company to a superb market success.   In doing so, he demonstrated the right stuff for senior leadership including superior customer insight, situation awareness, strategic leadership and masterful execution.

Robin was very glad he signed up to one of our games: “It was a great experience for me playing the Market2win games.  Although I was already aware of the main principles of market strategy, we can all do with more practice.  It helped me to apply the theory in a realistic way and beat some other online players along the way!  It was enjoyable and a great way of building practical commercial leadership skills.”

“This was a short game played over just one afternoon” says Edmund, MD of Market2win. “Therefore, for Robin to do so well is a testament to how quickly he got to grips with the case and his very real competitors. Well done!”

Do you want to develop your strategic leadership skills by playing against other real people from around the world – and collect valuable CPD time along the way? For more information about upcoming games go to http://www.market2win.com/play.php

July Strategic Marketer of the Month

We are delighted to announce that the Strategic Marketer of the Month for July is Kaouther Kooli, Assistant Professor at the University of Tunis, Tunisia.

Kaouther achieved this by playing the online Market2win Game and guiding her virtual company to a superb market victory beating the other companies to the top position. In doing so, she demonstrated the right stuff for senior leadership including superior customer insight, situation awareness, strategic leadership and masterful execution.

Kaouther was very glad she signed up to one of our games: “What I liked about the game was  the competition and seeing the results at the end of each period. That pushed me to do more and to keep on trying to catch competitors on their segments and to strengthen my position on my own segments. The value proposition (as much as other information about the product, profitability etc) of the company and its competitors was very clear and taught me valuable information about analysing competitors and their profitabilities.”

Do you want to develop your strategic leadership skills by playing against other real people from around the world – and collect valuable CPD time along the way? For more information about upcoming games go to http://www.market2win.com/play.php

April Strategic Marketer of the Month

We are delighted to announce that the Strategic Marketer of the Month for April is Pliny Soocoormanee, a Project Worker at the University of Wolverhampton, England.

Pliny achieved this by playing the online Market2win Game and guiding his virtual company to a superb market victory beating four other companies to the top position. In doing so, she demonstrated the right stuff for senior leadership including superior customer insight, situation awareness, strategic leadership and masterful execution.

Pliny was very glad he signed up to one of our games: ”The simulator gives an amazing opportunity to bring marketing theories alive and the interaction between players makes the learning experience even more interesting.”

Do you want to develop your strategic leadership skills by playing against other real people from around the world – and collect valuable CPD time along the way? For more information about upcoming games go to http://www.market2win.com/play.php

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