There is no such thing as a simple template or recipe for GAM, and anyone who tells you otherwise is trying to sell you vapor. Bottom line — it requires long-term commitment, significant investment and political fortitude.
Lisa Napolitano, VP Education & Business Development, AMC
Few senior executives today would disagree that consistent and growing sales revenues are fundamental to corporate success. Hence many corporations invest heavily in marketing to understand customer needs, segment markets, and position offers to those attractive segments where they have the best chance of defeating competitors. The sales organization’s job is to work with marketing to feed ideas about product and service offerings into the development process and then to convince customers to buy the firm’s products and services. This description begs the question: What is the role of top management in the sales process?
Our own practical experience and advisory work with customers around the globe confirms that executive sponsorship is considered a critical success factor for any organized strategic accounts effort. In many firms, however, senior executives are under-leveraged or even misused sales assets. What it takes is a careful, deliberate approach to engage senior executives at the customer interface in a way that brings value to both the customer and the supplier firm. Conducted by the University of St. Gallen and Columbia Business School with support by AMC, this cutting-edge study is to investigate top management involvement in global account programs.
To participate and receive your copy of the study results, click here>>
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