Chemicals: Key Account Management

This Business Scenario Map is designed to show how the Marketing Manager in collaboration with the technical department can identify a sales opportunity and, with proper preparation, can turn this opportunity into an actual sale. The Map illustrates how this process is supported by global information accessibility and analytical capabilities.

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Business Benefits

Increased customer satisfaction and retention

Better response to changing customer demands

Better data quality

Global view on a key account

Marketing Manager

Technical Representative

Sales/Technical Representative

Customer

Check global pricing

Identify opportunity

Analyze customer

Evaluate Product

Visit Customer

Order trial quantitiy

Business Benefits

Increased sales opportunities and sales

Better recognition of sales opportunities

Increased customer service level

Increased transparency


Chemicals: Key Account Management The goal of this Business Scenario Map is to outline benefits of a global view on a key account. The ability to access and analyze critical data is essential for effective key account management. To identify additional sales opportunities, the Marketing Manager analyzes global sales to a customer. He notices considerable sales of a certain product which the customer does not buy locally. Obviously, this product seems to work well in the customers system. The marketing Manager checks local prices to make sure that his offer will be in line with global pricing. He also asks his technical department for a product evaluation versus the main competitive product the customer is currently using. The evaluation clearly shows technical advantages of the new product. The Technical Representative and the Sales Representative jointly visit the customer to discuss product test results. Pricing is attractive, so the customer decides to place a trial order.