Is Your Business Strategy Shaping Your Strategic Account Program?
Coauthor(s): Peter Mathias.
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Many Strategic Account Programs are disconnected from the firm's strategic objectives and market place realities. If the Strategic Account Program is not central to your company's strategy
formulation and implementation processes, it will have difficulty securing active senior management sponsorship and support. The Strategic Account Program then degenerates into a sales program
and salespeople have difficulty getting alignment
and commitment from other company functions.
If your firm's strategy is both impacted by,
and validated through, its relationship with
core customers, the Strategic Account Program
should be the fulcrum of strategy formulation
and have the complete engagement of
senior management. Our objective in this article is to discuss
how company strategy shapes Strategic Account
Programs—and vice versa. We aim to highlight
the strategic in Strategic Account Programs.
Mathias, Peter, and Noel Capon. "Is Your Business Strategy Shaping Your Strategic Account Program?" Velocity 6 (Spring 2004): 26-30.