大客户管理程序(Large-Account-Management课件.ppt

1、This information is confidential and was prepared by Bain&Company solely for the use of our account;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ 1030301-BL-9LE-LAM_ENLarge Account ManagementThis information is confidential and was prepared by Bain&Company solely

2、 for the use of our account;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ 2030301-BL-9LE-LAM_ENBusiness objectives of large account management process Make the most profitable account under Legends control Generate stable and recurring profit from the large accou

3、ntsThis information is confidential and was prepared by Bain&Company solely for the use of our account;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ 3030301-BL-9LE-LAM_ENLarge account management key process elementsiPrioritized large account list developed based

4、on account profitabilityTargetingAcquiringSellingMonitoringExampleiAccount team and resources allocated based on account profitability and capabilityiIntegrated selling strategy jointly formulated by sales,product,marketing teams and channel partnersiaccount reviews conducted regularly to update acc

5、ount plans and priority listiBarriers of expanding account relationship identified and removed on an ongoing basisThis information is confidential and was prepared by Bain&Company solely for the use of our account;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ 403

6、0301-BL-9LE-LAM_ENLarge Account Management(1/5)account lifetime valueLegend competitive positionaccount Profile databaseInternal dataPriority account listMarket dataCustomer interviewTargets needs and spend are profiled through market research,site visits and IT spending analysis Existing Customers

7、prioritized by lifetime value and strength of the relationshipNew customers Prioritized by lifetime value and ability to serveTargetingLevel II:Level IKSFLegend cost to serveThis information is confidential and was prepared by Bain&Company solely for the use of our account;it is not to be relied on

8、by any 3rd party without Bains prior written consent.BEJ 5030301-BL-9LE-LAM_ENMajor process metrics exampleKey metricsiAgreed account definition iAgreed account prioritization criteriaiaccount profile database built up and centrally managediaccount profile database regularly updatediaccount profitab

9、ility defined and agreedTargetingThis information is confidential and was prepared by Bain&Company solely for the use of our account;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ 6030301-BL-9LE-LAM_ENSample output:account profile exampleFinancialsProfitability(RO

10、S-EBIT)20002001Liquidity(Quick Ratio)Total revenues(B USD)2.327%1.21.511%2Background,Vision&StrategyAmkor is the largest Sub Con in back-end(31%m/s,over 5M sqft.of manufacturing).Customers include Intel,Lucent,Infineon,TI,Xilinx,etc.Vision and strategy:Remain largest sub-con,forge close business rel

11、ationships with customers.Geographic expansion has been fueled with recent acquisitions in China,Taiwan&JapanBusiness expansion:Expansion through M&A primarily in China,Japan and Taiwan.China has an option on land big enough for 1 Million Ft Sq+expansion.Wireless primary target.1/2 for use in China

12、1/2 for exportBusiness Forecast DAESEC is perceived to have a good solution for high-end applications but no competitive solution for low-end at moment.There is a multi-source mentality at Amkor even for high-end;so we must defeat the competition to take larger share.Cobra 5 is solution for low end

13、Relevant products for 02-03:Micron2 or 2008 FC do not meet COO needs at this time.In WB,ESEC as no credibility at this time;we must beta and Production Eval.to have any chances of receiving orders from Amkor in late 02 and early 03.There is a strong possibility that Amkor will buy 500 to 1000 WB nex

14、t year and ESEC could be 2nd or 3rd source.Relevant products for 02-03:Tsunami(beta test planned for Oct in Korea prod eval in Dec.ATK 4 Business Forecast WBDA&WB Equipment PurchasingAmkor uses a multi source strategy for both DA&WB(price performance ratio is critical).ESEC has a good long term hist

15、ory but has recently been displaced by ASM in many instances.If ESEC can secure at least a tertiary supplier position at Amkor we can build from there.ESEC needs to form a tighter personnel and professional relationship with Amkor(competitors go to each factory with factory reps once a month).Curren

16、t Installed BaseTotal700500028%10%ESEC#1/#2 SuppliersSourcing Strategy&ESEC Current Position01%ESEC 03-04E%ESEC02E%ESEC26%18%ASM-%53%K&S%ESEC0010%12%Shinkawa#DA#WBESEC/ASM/AlphaDA#CHF1260%7055%3150%22%1304.4 M12.6 M600%90035%40025%6%335K&S/ASMWB#CHF-M2.5 MProfitabilityThis information is confidentia

17、l and was prepared by Bain&Company solely for the use of our account;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ 7030301-BL-9LE-LAM_ENTarget can be prioritized by value and account relationshipHigh growth prospectsLow potentialKey accountsLoyal accountsLargeSma

18、llweakStrongaccount relationship petition(share of wallet)Account valueThis information is confidential and was prepared by Bain&Company solely for the use of our account;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ 8030301-BL-9LE-LAM_ENDedicated team is the mos

19、t expensive way of serving an accountDedicated teamShared teamChannel0100,000200,000300,000Cost/accountNo.of account served15100Cost assumption1 Sales:120K/year1 support:120K/yearOther expenses:20%of sales and support1 Sales:100K/year1 support:100K/yearOther expenses:20%of sales and supportChannel s

20、upport:100K1 channel manager:100K/year 1 channel support:80K/yearOther expenses:20%of sales and supportWIP with LegendThis information is confidential and was prepared by Bain&Company solely for the use of our account;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ

21、 9030301-BL-9LE-LAM_ENImplied revenue to justify a dedicated team is highCost to serve with dedicated teamMargin target 15%BreakevenMeet margin targetExpected revenueRBM Xxx RBM Xxx WIP with LegendThis information is confidential and was prepared by Bain&Company solely for the use of our account;it

22、is not to be relied on by any 3rd party without Bains prior written consent.BEJ 10030301-BL-9LE-LAM_ENAccount profitability is used to prioritize accountAccount value/potential valueXLegend competitive position=Expected revenueExpected revenue-Legend cost to serve with dedicated account=Expected acc

23、ount profitExpected account profit=Profit targetLarge Account listExpected account profitProfit target=Account profit targetLarge Account=xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxYesMay other examples such as rejected,etc.This information is confidential and was prepared by Bain&Company solely for the use of

24、 our account;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ 17030301-BL-9LE-LAM_ENTargeting:sample outputaccount value/potentialPurchasing behavior Competitive positionGo to market mode Huawei PICC Construction Bank Pacific Insurance Bank of China Shenzhen develop

25、ment bank High High High High High Low Centralized Centralized Centralized Centralized Decentralized Strong/can be stronger Can be stronger Can be stronger Dominated by competitor Dedicated team Dedicated team Dedicated team Monitoring but low priority Shared team Channel/shared teamIllustrativeWIP

26、with LegendThis information is confidential and was prepared by Bain&Company solely for the use of our account;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ 18030301-BL-9LE-LAM_ENTargeting:level III process develop account priority listLarge account departmentPro

27、duct teamStrategic marketingCustomer serviceSegment needs and behavior and trendsEstimate service costEstimate expected account revenueEstimate product costChannel teamEstimate account valueAccount profile databaseEstimate Legend competitive positionSupply product mix Collect channel feedbackCollect

28、 and research market data Conduct customer interviewsCollect account service dataProduct quality/performance Collect competitor informationCollect competitor information in segmentEstimate channel costEstimate account profitCompare with profit targetPriority account listEstimate Legend cost to serve

29、This information is confidential and was prepared by Bain&Company solely for the use of our account;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ 19030301-BL-9LE-LAM_ENData needed to estimate account profitability Total IT spend%can be addressed by Legends produc

30、t categories IT spend by product mixPurchasing behavior impact on account value-%account value decisions are made by branchesHistorical ProjectionAccount valuei Product gross margini Account team requirement-Headcount and capability-Cost implications:Labor cost and other costsLegend competitive posi

31、tioni Projected total IT spend in 3 yearsi%can be addressed by Legends product categories i IT spend by product mixi Purchase behavior impact on account value-%account value decisions are made by branchesLegends current share of wallet by product Barriers that impact share of walletProjected Legend

32、share of wallet by product mixHistorical and projected win rate with competitorRemoval of barriers that impact share of wallet gainsLegend cost to servei Projected product gross margini Projected account team requirement-Headcount and capability-Cost implications:Labor cost and other costsThis infor

33、mation is confidential and was prepared by Bain&Company solely for the use of our account;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ 20030301-BL-9LE-LAM_ENTargeting:Data gathering BDP Practices Think beyond typical information sources when seeking data-purchas

34、e data-other internal data-formal surveys-other similar customers Unless you have a great relationship with the customer,dont simply pick up the phone and grill him/her with questions Explain your objectives and schedule a formal time to discuss the data needs Fully understand the data you have and

35、the data you need prior to the meeting Prepare an agenda to communicate your objectives and to respect the customers time Clearly state your objectives during your initial call and repeat them at the beginning of the meeting Communicate a desire to better understand the customers needs and to build

36、a stronger relationship Make sure the customer does not feel that you are creating work for him/her Get the customer enthusiastic about the process Volunteer to help in anyway possible Suggest ways that he/she can estimate spendConsider all possible data sourcesMeet with client when necessaryBe prep

37、aredClearly outline your objectivesMake the task easier for the clientThis information is confidential and was prepared by Bain&Company solely for the use of our account;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ 21030301-BL-9LE-LAM_ENLarge Account Management(

38、2/5)Account team resources allocated according to account priority and customer needs Account plans define customer interactions and contact to be communicatedDetailed research on purchase patternsAcquiringLevel II:Legend cost to serveResearch account specific needsaccount contact mappingResearch ac

39、count purchase behaviorAccount acquisition planSet account targetAssign account teamProfitable?YesNoStrategicYesNoLow priorityGive upThis information is confidential and was prepared by Bain&Company solely for the use of our account;it is not to be relied on by any 3rd party without Bains prior writ

40、ten consent.BEJ 22030301-BL-9LE-LAM_ENKey process matrix exampleKey matrix AcquiringiAgreed account needs and behavioriAccount economics analyzediDetailed account mapping developed and sharediaccount sales and profit target agreediaccount acquisition plan developediAccount manager and sales team ass

41、ignedThis information is confidential and was prepared by Bain&Company solely for the use of our account;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ 23030301-BL-9LE-LAM_ENDo we understand client needs?Does new information change the hypothesis or assertions?Wil

42、l the current plan meet approaching deadlines?Are all activities still absolutely necessary?Do we understand client purchasing behavior?Is each team member on track to complete his/her activities on schedule?Should work be rebalanced?Are there roadblocks that will require RVP/Branch Manager/Corporat

43、e intervention?Do we know the right decision maker and influencer?Client contact SI/ISVDo all team members know about upcoming deadlines/presentations and what they must have completed for them?Do we approach the client before?Success/unsucessfulCSRs?Customer?Checklist for acquisition planThis infor

44、mation is confidential and was prepared by Bain&Company solely for the use of our account;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ 24030301-BL-9LE-LAM_ENAccount acquisition plan:sample outputUse Legend internal BDPThis information is confidential and was pre

45、pared by Bain&Company solely for the use of our account;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ 25030301-BL-9LE-LAM_ENLarge Account Management(3/5)SellingLevel II:Selling strategy jointly formulated with sales,technical support and channel partnersSelling t

46、eam adequately resourced to be highly responsive during the selling processCoordinate with channel partnersCoordinate with marketing teamManage value delivery processCoordinate with product and service teamsThis information is confidential and was prepared by Bain&Company solely for the use of our a

47、ccount;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ 26030301-BL-9LE-LAM_ENKey process matrix exampleKey matrix SellingiIntegrated selling strategy agreediEffective coordination between sales,product,channel and marketingiSales progress on timeThis information is

48、 confidential and was prepared by Bain&Company solely for the use of our account;it is not to be relied on by any 3rd party without Bains prior written consent.BEJ 27030301-BL-9LE-LAM_ENChannels roles and responsibilitySellingInventory managementLeads generationFulfillmentChannel data collectionLege

49、ndDistributor/dealerManage client relationshipObtain leads through SI/ISVIndustry specific marketing activitiesManage client relationshipGenerate leads with together with LegendSI/ISVDevelop sales pitchDevelop sales proposalCoordinate with IT departmentHelp SI/ISV develop hardware requirementsIdenti

50、fy leadsShare leads with LegendDevelop customer tailored integration planOrder products from LegendDevelop customer required hardware planCoordinate channel and manufacturing to ensure on time deliveryInventory managementInventory managementCoordinate channel fulfillment processPrepaid pricingCollec