SAMA Academy Online The SAM2Win Strategic Account Leadership Program
03/04/2021 - 05/09/2021
The online game
where you compete against your peers and hone your strategy skills
March 2021 to May 2021
In this highly innovative
online program, participants will compete against their peers to develop and
implement an account strategy while trying to earn the business of a strategic
account. Through a mix of game play,
narratives and problem-solving activities, players will gain the principles and
tools necessary to develop a superior growth strategy for a top customer
account.
During the 12-week course,
participants will perfect their ability to:
●Define andsegment a strategic account in new ways that reduce competition
●Choose the best sales opportunities for the future that align with the buyer’s needs and leave competitors stuck in the past
●Position their brand in a superior way
that connects with real customer needs
●Capture their account strategy in a plan
that can be used to sell the strategy internally
●Be better at implementing the plan in a
dynamic world
●Form a holistic understanding of account management by fitting the various pieces together
Weeks
1 - 4: Account Segmentation
●Use marketing strategy thinking
to develop powerful account strategies
●Define and segment a strategic
account in new ways that reduce competition
●Use segmentation to decide
where to compete
[First
decision round]
Weeks
5 – 6: Opportunity Targeting
●Understand strategic portfolio
analysis
●Ensure the account strategy is
aligned with the customer’s procurement strategy
●Choose the best sales
opportunities
[Second
decision round]
Weeks
7 – 8: Superior Positioning
●Understand value propositions
and how to spot the gaps and gold that lies within them
●Position the brand to beat the
competition in a way that connects with real customer needs
●Create financially quantified
value propositions
[Third decision round]
Weeks
9 - 10: Account Planning
●Understand the difference
between average account plans and the best ones
●Learn to put the “strategy”
into strategic account planning
●Use the plan to get the needed
resources
[Fourth
decision round]
Weeks
11 - 12: Implementation
●Prepare for the perilous
journey that is implementation
●Improve the odds of plan
success
●Implement account plans in a
dynamic world
[Final
decision round: One team will be selected to win the business]
Creators: Malcolm McDonald, Emeritus
Professor, Cranfield University School of Management, and Edmund Bradford,
Managing Director, Market2Win