Named Accounts Marketing Program

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Driving marketing execution

The Named Accounts Program

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AM Sarketing cademy eriesGIANNI ANCHOIS

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1. Address the EMEA “named accounts” as a market to push our products and services portfolio.

2. Develop a framework to drive execution of lead generation campaigns and broader marketing activities across such defined market.

3. Provide and manage a calendar of activities available at country and EMEA level.

4. Drive country execution. 5. Manage the performance: monitor and report progress

through ad-hoc governance model.

Named Accounts Programscope and objectives

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Account segmentation, coverage, go to market and portfolio mappingSetting up the named accounts market

Ente

rpris

e cl

ass

prod

ucts

# accts sales coverage

52 1:1

54 1:1

219 1:1 – 1:2

111 1:1 – 1:2

1890 1:many

2821 (non-named)

Σ=5147

Stra

tegi

c C

ontra

cts

Prod

uct a

ttach

con

tract

s

Cou

ntry

Con

tract

s

Con

sulti

ng S

eriv

ces

Com

mer

cial

pro

duct

s an

d se

rvic

es

❖ product/services

campaigns

❖ channel marketing campaigns

Nam

ed A

ccou

nts !

Mar

ket

❖ pro-active AR+PR, influencers, highly customised marketing

❖ pro-active campaigns w/ mktg engagements on selected accts

❖ Tier1 industry & company owned customer events

❖ customer references

❖ field communications + support to sales dev. programs ❖ market/competitive/customer intelligence

❖ campaigns on specific clusters

of accts

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PRIORITIES CAMPAIGN TYPE TRACKING & !MEASURINGMASTER LIST ROLLING !

CALENDAR

GOVERNANCE

• Set priorities at the beginning of the year

• Limit and manage priority adjustments across fiscal year

• Recommend new priorities according to evolving market opportunities

• Balance between push (sales driven) & pull (marketing driven) campaigns

• Develop at EMEA level with pilot country upfront collaboration

• Ensure consistent contents, look & feel, messaging and deliverables

• Setup “right” into Marketing Resource Management systems at both EMEA and country/sub-regional level

• Maximize number of roll-out instances to sub-regions according to market opportunities and account coverage

• Provide half-yearly rolling calendar of available campaigns and events

• Ensure country readiness and setup to run campaigns

• Drive communication mix and sales execution

• Use standard reports (lead management, marketing dashboard)

• Run post-mortem analysis of campaigns

• Feedback for next campaign development

Operational framework

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5

• Introduce new campaign • Boost existing campaign • Discontinue running campaign

Steering actions

“Right performance” managementpipeline based planning and execution

marketing dashboard

+

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Sample report

campaign ID campaign namegeographies

Marketing campaigns master list

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Prod

uct A

Pr

oduc

t B

Prod

uct C

Sample reportRolling calendar

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Thank you.

AM Sarketing cademy eries

@giannianchois

http://www.linkedin.com/in/giannianchois/

[email protected]

Named Accounts Marketing Program

Marketing

Transcript of Named Accounts Marketing Program