【導(dǎo)讀】managementprocess. control. accounts. elements. Targeting. Acquiring. Selling. Monitoring. Example. partners. account. lifetime. value. Legend. petitive. position. accountProfile. database. Internal. data. Priority. account. list. Market. data. Custome. r. interview. Targetsneedsand. spendareprofiled. throughmarket. research,sitevisits. andITspending. analysis. ExistingCustomers. valueandstrengthof. therelationship. Newcustomers. valueandabilityto. serve. Targeting. LevelII:LevelI. KSF. Legendcost. toserve. Key. metrics. Agreedaccount. managed. regularlyupdated. definedandagreed. Targeting. Financials. Profitability(ROS-EBIT). 20002001. Liquidity(QuickRatio). Totalrevenues(BUSD). 27%. 11%. 2. Background,Vision&Strategy. Lucent,Infineon,TI,Xilinx,etc.acquisitionsinC

　　

【正文】 the priority list Current margin contribution Potential margin contribution Low High Low High Grow Remove from list Cultivate Milk Deprioritize 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 32 030301BL9LELAM_EN Account classification should be a regular process (industry practices) ? Account classification is an annual process to assign accounts to specific teams Account value and behavior may change over time Legend’s positioning may change over time The mode to handle account will change over time ?It’s a negotiation process between different departments Transfer account to to most appropriate teams ? Sales teams are evaluated against the sales target of its account position, not by a specific account Sales target adjusted according to account mix change 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 33 030301BL9LELAM_EN Large Account Management (5/5) Expanding Level II: ?Frequent discussions with customers on levels of satisfaction and barriers to expanding the relationship ?Concrete plans in place to remove the barriers Develop concrete barrier removal plans Track account satisfaction Identify barriers of expanding relationship Implement barrier removal plans 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 34 030301BL9LELAM_EN Key process matrix example Key matrix Expanding ? Regular discussion with account on expanding relationship ? Barriers of expanding account relationship identified and agreed ? Concrete plans to remove these barriers developed and agreed 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 35 030301BL9LELAM_EN Barrier of expanding: PICC example PC Notebook PC Servers Unix servers Solution Service What have prevented you from buying or buying more from 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 36 030301BL9LELAM_EN Barrier of expanding: peration plan development (PICC example) Large account department Strategic marketing Business unit Industry department 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 37 030301BL9LELAM_EN Large account key business metrics Impact on EBIT Impact on revenue Impact on cost SOW Gain Product mix Product Marketing ? Share of wallet gains from existing account or share of wallet breakthrough in new account ? Selling more higher end product into account Pricing ? Price premium Sales ? Increased Ramp。D and product design investment ? Increased sales costs ? Improved sales productivity ? Increased marketing costs ? Improved marketing effectiveness 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 38 030301BL9LELAM_EN Legend large account organization: remended Large Account Dept. … Technical support team Dedicated team for account 1 Dedicated team for account 2 ? Responsible for technical support for large account, such as vendor list, bidding, product promotion ? Team can be shared with other department ? account contact at Legend, responsible for account relationship ? Coordinate with channel, esp. value added channel, to develop sales lead ? Coordinate product, solution and marketing to realize integrated value delivery 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 39 030301BL9LELAM_EN Key roles and responsibility ? Collect large account profile and contribution data ? Indepth understanding of account needs and coordination with product, solution, and marketing to meet account needs Quantified input/output analysis Integrated value delivery ? Manage account relationship, being single point of contact at Legend ? Coordination with channel to realize effective project sales ? Work with technical team to help Legend get into as many approval vendor list ? Share experience with other team ? Work with account team to help Legend get into as many approval vendor list ? Develop technical strategy for AVL and bidding and coordinate with product, solution, and marketing to implement the strategy ? Responsible for product testing ? Work with SI/ISV to improve product performance Account team Technical support team 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 40 030301BL9LELAM_EN Key performance metrics ? Net margin based performance measurement Focus on selling more high end product ? Double counting sales leads referred to other team ? Input from other departments casts some weight