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Key Account Management Development

Clarity manages global Key Account Management learning and development initiative

 

 

The challenge of KAM Development

A top 5 Pharma company created a global initiative to develop its key account management force around a new commercial model in order to keep pace with rapidly changing market environment factors. The client was seeking a training and development partner that had both the breadth and depth to manage a global rollout as well as the expertise to provide guidance and direction on B2B selling models, integration with HR and advice on other supporting enablers.

The client had a historical approach to selling to key accounts that were already commercially successful. However, as the shift towards more integrated value-based selling and c-suite access took hold, the client reached out to Clarity to frame a new approach that could be rolled out and adopted by KAMs on a global basis.

Solution and Outcome

As with many client engagements, Clarity started with the Account Process Rationalization (APR) session. Bringing together customer and brand marketing, KAMs, KAM Managers, HR, Legal, Finance, and other internal stakeholders, Clarity led a series of structured APR discussions, first globally, then in select pilot countries. Working against the goal of creating an account/opportunity value-based framework that was globally consistent yet locally relevant, Clarity assessed the key market and account selling dynamics in each of the pilot countries to determine the best way to tailor the framework and workflow of best practices to fit the realities and differences in account approaches in each local marketplace. Workshop and blended learning curriculum was then customized with the same “globally consistent, locally relevant” objective in mind.

This process has since been repeated in over 22 countries and associated KAM teams including Asia, EMEA, and Latin America. Translated materials and post-learning situational coaching were also incorporated by Clarity to ensure that KAM teams experience the most readily applicable training and guidance possible.

 

Read about The 4 Zones™ – The #1 KAM Process Model for Moving from Transactional Selling to Strategic Account Management.

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