【文章內(nèi)容簡(jiǎn)介】 profit Expected account profit = Account profit target Large Account = xxxx xxxx xxxx xxxx xxxx xxxx xxxx xxxx Yes May other examples such as rejected,etc. This information is confidential and was prepared by Bain amp。 Company solely for the use of our account。 it is not to be relied on by any 3rd party without Bain39。s prior written consent. BEJ 17 030301BL9LELAM_EN Targeting: sample output account value/ potential Purchasing behavior Competitive position Go to market mode ? Huawei ? PICC ? Construction Bank ? Pacific Insurance ? Bank of China ? Shenzhen development bank ? High ? High ? High ? High ? High ? Low ? Centralized ? Centralized ? Centralized ? Centralized ? Decentralized ? Strong/can be stronger ? Can be stronger ? Can be stronger ? Dominated by petitor ? Dedicated team ? Dedicated team ? Dedicated team ? Monitoring but low priority ? Shared team ? Channel/shared team Illustrative WIP with Legend This information is confidential and was prepared by Bain amp。 Company solely for the use of our account。 it is not to be relied on by any 3rd party without Bain39。s prior written consent. BEJ 18 030301BL9LELAM_EN Targeting: level III process – develop account priority list Large account department Product team Strategic marketing Customer service Segment needs and behavior and trends Estimate service cost Estimate expected account revenue Estimate product cost Channel team Estimate account value Account profile database Estimate Legend petitive position Supply product mix Collect channel feedback Collect and research market data Conduct customer interviews Collect account service data Product quality/ performance Collect petitor information Collect petitor information in segment Estimate channel cost Estimate account profit Compare with profit target Priority account list Estimate Legend cost to serve This information is confidential and was prepared by Bain amp。 Company solely for the use of our account。 it is not to be relied on by any 3rd party without Bain39。s prior written consent. BEJ 19 030301BL9LELAM_EN Data needed to estimate account profitability ? Total IT spend ? % can be addressed by Legend’s product categories ? IT spend by product mix ? Purchasing behavior impact on account value % account value decisions are made by branches Historical Projection Account value ? Product gross margin ? Account team requirement Headcount and capability Cost implications: Labor cost and other costs Legend petitive position ? Projected total IT spend in 3 years ? % can be addressed by Legend’s product categories ? IT spend by product mix ? Purchase behavior impact on account value % account value decisions are made by branches ? Legend’s current share of wallet by product ? Barriers that impact share of wallet ? Projected Legend share of wallet by product mix ?Historical and projected win rate with petitor ? Removal of barriers that impact share of wallet gains Legend cost to serve ? Projected product gross margin ? Projected account team requirement Headcount and capability Cost implications: Labor cost and other costs This information is confidential and was prepared by Bain amp。 Company solely for the use of our account。 it is not to be relied on by any 3rd party without Bain39。s prior written consent. BEJ 20 030301BL9LELAM_EN Targeting: Data gathering BDP Practices ? Think beyond typical information sources when seeking data purchase data other internal data formal surveys other similar customers ? Unless you have a great relationship with the customer, don’t 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 the data you need prior to the meeting ? Prepare an agenda to municate your objectives and to respect the customer’s 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 customer’s needs and to build 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 spend Consider all possible data sources Meet with client when necessary Be prepared Clearly outline your objectives Make the task easier for the client This information is confidential and was prepared by Bain amp。 Company solely for the use of our account。 it is not to be relied on by any 3rd party without Bain39。s prior written consent. BEJ 21 030301BL9LELAM_EN Large Account Management (2/5) ?Account team resources allocated according to account priority and customer needs ?Account plans define customer interactions and contact to be municated ?Detailed research on purchase patterns Acquiring Level II: Legend cost to serve Research account specific needs account contact mapping Research account purchase behavior Account acquisition plan Set account target Assign account team Profitable? Yes No Strategic Yes No Low priority Give up This information is confidential and was prepared by Bain amp。 Company solely for the use of our accou