電商物流大客戶管理

漢維簡(jiǎn)介上海漢維供應(yīng)鏈管理服務(wù)有限公司是由趙維巍先生和孫靖凱先生于2012年1月6日創(chuàng)立，以“持續(xù)提高網(wǎng)絡(luò)購(gòu)物消費(fèi)者終端物流體驗(yàn)”為己任，不斷為客戶創(chuàng)造卓越績(jī)效。公司總部位于上海，注冊(cè)資本1000萬美金。上海漢維供應(yīng)鏈管理服務(wù)有限公司致力于探索科技和服務(wù)如何幫助企業(yè)解決其遇到的問題和挑戰(zhàn)，并把握機(jī)遇、實(shí)現(xiàn)愿景、成就夢(mèng)想。運(yùn)用新的思想和理念來打造更簡(jiǎn)單、更有價(jià)值、更值得信賴的電子商務(wù)外包服務(wù)體驗(yàn)，不斷幫助客戶改善工作方式，發(fā)揮全部潛能。作為電子商務(wù)物流外包服務(wù)的領(lǐng)軍企業(yè)，我們已經(jīng)成為世界范圍內(nèi)眾多頂級(jí)消費(fèi)品公司信賴的合作伙伴。我們的表現(xiàn)體現(xiàn)出了漢維的伙伴關(guān)系文化，堅(jiān)實(shí)的運(yùn)營(yíng)能力基礎(chǔ)，致力于卓越和創(chuàng)新的不懈追求。無論環(huán)境如何變化，我們的表現(xiàn)始終出類拔萃。漢維宗旨我們的目標(biāo)幫助企業(yè)實(shí)現(xiàn)全部電商物流夢(mèng)想我們的使命不負(fù)重托，兌現(xiàn)承諾創(chuàng)造卓越績(jī)效吸引，培養(yǎng)最優(yōu)秀的人才我們的價(jià)值觀精益求精不斷的追求毫無瑕疵的表現(xiàn)創(chuàng)新精神通過創(chuàng)造性的思維和行動(dòng)，創(chuàng)造新價(jià)值立足長(zhǎng)遠(yuǎn)每個(gè)思考都著眼于長(zhǎng)遠(yuǎn)的緊密合作，而非短暫的利益負(fù)責(zé)可靠勇于承擔(dān)責(zé)任兌現(xiàn)承諾團(tuán)隊(duì)協(xié)作團(tuán)隊(duì)協(xié)作使我們更加出色積極主動(dòng)主動(dòng)思考和行動(dòng)，改善現(xiàn)狀創(chuàng)始人團(tuán)隊(duì)趙維巍Heinz

總經(jīng)理孫靖凱Perseus

聯(lián)合創(chuàng)始人職業(yè)經(jīng)歷上?？嵛湮锪?/p>

總經(jīng)理貝塔斯曼中國(guó)區(qū)供應(yīng)鏈商業(yè)單元BU-head

西門子手機(jī)銷售&電子商務(wù)業(yè)務(wù)

負(fù)責(zé)人教育背景2009香港科技大學(xué)

2006貝塔斯曼大學(xué)1994天津外國(guó)語學(xué)院職業(yè)經(jīng)歷上?？嵛湮锪?/p>

聯(lián)合創(chuàng)始人貝塔斯曼

銷售經(jīng)理第一宜家代購(gòu)網(wǎng)

創(chuàng)始人

我倆交友網(wǎng)

聯(lián)合創(chuàng)始人

教育背景2010上海交通大學(xué)安泰學(xué)院MBA2003吉林大學(xué)計(jì)算機(jī)學(xué)院

計(jì)算機(jī)學(xué)士漢維概況2012年單日最高包裹數(shù)12萬個(gè)包裹2012年9月28日完成A輪融資，注冊(cè)資本增加為1000萬美元漢維正在服務(wù)的品牌28個(gè)品牌漢維2012年為客戶處理100萬個(gè)包裹為何選擇漢維？在漢維，我們以領(lǐng)先的電子商務(wù)物流服務(wù)公司的強(qiáng)大實(shí)力，為您提供解決方案、釋放價(jià)值、并推動(dòng)發(fā)展。我們把滿足客戶的需求放在首要地位。這項(xiàng)承諾體現(xiàn)在重視誠(chéng)信、專業(yè)性、和追求卓越的企業(yè)文化原則中。它也指引我們?cè)谄髽I(yè)運(yùn)營(yíng)過程中堅(jiān)持謹(jǐn)慎的態(tài)度，謹(jǐn)守嚴(yán)謹(jǐn)?shù)募o(jì)律，我們深刻的了解，客戶的信任是我們的不可缺少的一部分。創(chuàng)新推動(dòng)我們前進(jìn)，自公司成立以來我們構(gòu)建了堅(jiān)實(shí)高效的運(yùn)營(yíng)服務(wù)基礎(chǔ)。我們?cè)诔掷m(xù)不斷的投入新的服務(wù)產(chǎn)品，以滿足客戶的新需求。我們始終致力于開拓新的途徑為我們的客戶創(chuàng)造價(jià)值。我們?cè)诙鄠€(gè)行業(yè)擁有深厚的專業(yè)實(shí)力，能夠幫助客戶實(shí)現(xiàn)卓越績(jī)效表現(xiàn)創(chuàng)造價(jià)值。一貫卓越的表現(xiàn)，為我們贏得了客戶長(zhǎng)期以來始終如一的信任。漢維的團(tuán)隊(duì)合作精神實(shí)現(xiàn)了專業(yè)知識(shí)和運(yùn)營(yíng)服務(wù)的對(duì)接，這使得我們能為客戶創(chuàng)造價(jià)值。更重要的是，我們時(shí)刻謹(jǐn)記我們是為客戶而工作。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