McKinsey Survey Shows Success With Key Account Focus
While doing some research, I came across this McKinsey survey on “Selling More for Less.”. While it is a bite dated (from early 2007), it is a multi-year study with results worth noting.
McKinsey looked at consumer products companies that restructured their sales forces to focus more resources on fewer key retail customers. What the survey found was that the companies that did this were able to raise market share while simultaneously cutting costs–in other words, selling more for less.
The successful companies focused on a variety of activities targeting key retailers including executive-to-executive meetings, crafting more detailed and customized account plans, and collaborating on customized products, services, packaging and displays.
This is exactly the kind of “customer intimacy” approach we detailed in our December 4th webinar, “Best Practices in CXO Marketing.” For those of you looking to implement a key account strategy, this is data that could help you make a good case.
Thanks for reading.
Sharon
Posted December 11th, 2008 in- Uncategorized
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“Best Practices in CXO Marketing” webinar replay available NOW!
Hello everyone,
By popular demand, you can now access a recording of the webinar we did on December 4th.
Hope you find it informative. If you have any suggestions for future webinars, please get in touch: sharon@boardroominsiders.com.
Best,
Sharon
Posted December 10th, 2008 inSlides from 12/4 Webinar: “Best Practices in CXO Marketing”
Hi everyone,
We had a great turnout for our webinar on 12/4, “Best Practices in CXO Marketing.” And since then, we have had many requests for a recording or replay. This was our first webinar and we had some technical challenges with the GotoWebinar software and were thus unable to record it. We will be either scheduling a new session or doing our own recording to post here. In the meantime, here are the slides we reviewed. But I think the discussion added so much more, so stay tuned…will post the recording as soon as we can.
Posted December 8th, 2008 in
