Global Account Management
Creating Value
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In the international business community, managing large global customers requires special expertise, systems, and organizational alignment to assure the long-term supplier-buyer relationship. Supported by case studies and interviews, Global Account Management examines the key aspects of developing and maintaining customers around the world for managers of multinational companies.
If you buy a new BMW you may be surprised as much by the owner s manual as by the car itself. Thin, personalized, and containing information only on the features you have selected in the language you speak, it is the result of a year s collaboration with Xerox that has radically improved the product and decimated costs. It is just one example of the new organizational structures and processes being developed at leading companies to serve the global marketplace. As firms realize that dealing with global customers is not simply an extension of key account management, their most common response is to launch a formal global account management initiative. Done well this is powerful and effective; however without proper planning it can spell disaster. Drawing on widely accepted key success factors for global account management as well as new elements revealed by their research, David Hennessy and Jean-Pierre Jeannet redefine the process global account management around the premise thatsustainable value springs only from an expert understanding of the customer s industry, its structure and its strategy. The book covers all critical aspects of the topic (the planning process, account selection, team building, executive support, global IT requirements, compensation structures and more) and draws on interviews with top global account managers at leading companies including IBM, Cable and Wireless, Siemens, HP, Guinness, Cisco, and Procter & Gamble.