Blog Archives
The Power of Brands: Storytelling, Purpose & Consistency
Ben Richards, Consulting Director at Radley Yeldar summarises his presentation about what brands do and how they can help to cut through and simplify huge amounts of information.
Cranfield Key Account Management Best Practice Research Club
The Procurement Perspective: Why should I give you an hour of my time?
John Murphy, Procurement Director at Royal Mail Group plc talks about strategic relationships and what makes them successful from his perspective.
Cranfield Key Account Management Best Practice Research Club
Understanding the World of Procurement and the mind of the Professional Purchaser
Rob Maguire, Partner at Maguire Izatt, offers his thoughts around the relationship between key account managers and procurement professionals and how businesses might improve performance.
Cranfield Key Account Management Best Practice Research Club
Developing Key Account Management Talent
Professor Graham Jones talks about high performing talent in the worlds of elite sport, military and business, highlighting the importance of creating the right environments for talent to thrive. Graham presents a model, comprising three key requirements, to guarantee sustainable top performance in any organisation: 1. Be clear what the expectations are regarding performance. 2. Create an environment where people can thrive and deliver on these expectations. 3. Provide the leadership to enable both of these requirements.
Cranfield Key Account Management Best Practice Research Club
Digital Marketing and KAM
Steve Kemish, Managing Director of Cyance Ltd explains how digital marketing is transforming the sales process in B2B. For complex sales, smart marketing can provide sales with valuable insights, enabling sales to interpret and use the information for the gain of the business.
Leveraging your Brand with your Key Accounts
David Howie explains the importance of the Rolls-Royce brand as a key asset to open up new markets as well as to enable close working with existing key accounts. Rolls-Royce’s business model is based around strong investment in collaborative Research and Development – engaging with key customers in this way helps to build assured and trusted products fit for the future, resulting in full order books.
The Challenger Sale & KAM
Customers have changed how they buy and they value a great sales experience. Matt Kiel talks about how CEB wanted to identify what type of person could deliver that great sales experience. Their recent research has identified different behaviour types and five core approaches of sales people: 1. The Hard Worker 2. The Challenger 3. The Relationship-Builder 4. The Lone Wolf 5. The Problem Solver — as the title suggests, it was found that the Challenger approach wins when it comes to performance.
Value led relationships at MSD Animal Health
Ralph Baillie, Key Account Capability Leader at MSD Animal Health, talks about the difference between having a ‘customer focus’ and building true customer centricity in a B2B environment. With the support of Cranfield, MSD Animal Health have embarked on a journey of co-creation with their Key Accounts, gathering and sharing insights in order to create and plan a series of projects which add value to the customer. This new model has eliminated the need for pricing and rebate arguments.
SoM Research Insights 