Global account management is a new organizational form designed to better serve global customers. While there are some similarities with national and key account management programs, the real value comes from understanding the customer from a global perspective. A global account management often adds a layer of organizational structure to facilitate the better management of company’s resources to serve a select set of global accounts. To afford this additional expense, the system must be driven by the mantra of identifying new value creation opportunities. These opportunities will be beyond the traditional supply chain rationalizations and global price discounts. Value will come from an expert knowledge of the customer’s industry, the KSF’s in that industry, an understanding of possible industry fault lines and the strategy of the customer to win in that industry. When vendors can identify and create value that support a customer’s strategy, the global account management program is more likely to be successful.
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