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/

Compass wins a prestigious award

We are delighted to announce that our client, Compass Group PLC has won an award for its work in growing its international clients business. The award was announced by the highly respected Strategic Account Management Association and recognizes the excellent work that Compass has done in co-creating value with its clients.

In responding, Ed Bradford, Managing Director of Market2win said, “We have been working with Compass for many years on different aspects of their International Clients Programme and this is terrific recognition for the success that they have achieved. As part of the entry process for this award we interviewed many of their senior executives and I was blown away by the innovative ideas they were developing and implementing with these clients around the world.”

The award will be handed out at the SAMA European Conference in Berlin on the 11th March 2013

The full SAMA announcement is provided below

SAMA Announcement

February, 2013

Compass Group Recognized for Strategic Account Management Excellence and receives SAMA Excellence Award(TM) for Co-Creating Customer Value

The Strategic Account Management Association (SAMA) has selected Compass Group, a world-class provider of contract foodservice and support services, to receive a SAMA Excellence AwardTM for Co-Creating Customer Value. The award will be publicly given to Compass Group executives at the SAMA Pan European Conference, 11 March, 2013 in Berlin.

Through its International Client Programme begun in 1998 to develop strategic relationships with its top clients, Compass Group has demonstrated world-class practices in the critical area of customer-supplier value co-creation. Collaborative value creation is the key process in strategic customer management to bring about mutual growth, profit, trust, loyalty, innovation and risk management in B2B relationships.

“We are very impressed with Compass Group’s accomplishments and the documented evidence that their International Client Programme has integrated the key processes for co-creating customer value and through it has attained superior growth,” says Bernard Quancard, President & CEO of SAMA.

These elements are being documented in a SAMA case study examination, and presented in a conference session this March

Useful links:

SAMA Pan-European Conference (Berlin – 10-12 March) website

SAMA Pan-European Conference brochure

SAMA Academy in Berlin, 12-14 March website

A unique KAM workshop: London 12th Jan 2012

Earlier this year, we ran a KAM Simulation workshop for members of the world-renowned Strategic Account Management Association ( May 2011 ).  This was rated one of the best workshops at their conference and so we have teamed up with the University of Portsmouth, to offer a similar session in the UK.  My co-presenter is Beth Rogers,  one of the most distinguished KAM experts in the UK (and a long-time colleague of mine).  She has been researching and teaching in this area for over 20 years and already runs KAM courses at Portsmouth Business School.

This is the first time we are offering this course in the UK so please do not hesitate in claiming your early bird discount.

For more information, click on the link below:

Key Account Simulation Day 12 Jan 2012