Key Account Management Excellence in Pharma & Medtech is designed to help life sciences practitioners develop and execute innovative and effective key account management (KAM) strategies and capabilities. Pharmaceutical and medtech companies are increasingly pursuing KAM in response to the rapid rise of large, sophisticated and complex healthcare provider and payer systems and groups. Those that invest the time to get KAM right will protect their business and grow with these rising customers.
This book is groundbreaking in both its scope and its tailoring of leading KAM practices specifically for life sciences. The central theme is that "key account management is an organization-wide business strategy, not just a role or a sales-specific initiative." KAM is a strategy focused on providing unique offerings and value through an orchestrated, cross-functional, go-to-market model designed specifically to address the needs and engagement preferences of a unique segment of customers. The insights and practices shared in this book are designed to be a valuable reference at every stage of the KAM journey.
The book has been designed to facilitate a common language and deep understanding of KAM issues and leading practices organization-wide-particularly for life sciences leaders, account managers and cross-functional team members responsible for building, transforming and supporting their organization's KAM strategies and capabilities.
Autorentext
Mike Moorman is a Principal at ZS and leads the firm's key account management practice. Mike founded ZS's B2B commercial strategy and transformation practice and is a recognized expert in his field. He has worked globally and with more than 50 B2B organizations across 12 industries. Mike serves on the Board of Directors and the Research Advisory Board for the Strategic Account Management Association, and is an Adjunct Lecturer on Sales Strategy at Northwestern's Kellogg Executive Program. Mike has authored more than 60 publications and has been cited in leading publications including Harvard Business Review, Financial Times, The Wall Street Journal, IndustryWeek, USA Today and Selling Power.
Klappentext
Key Account Management Excellence in Pharma & Medtech is designed to help life sciences practitioners develop and execute innovative and effective key account management (KAM) strategies and capabilities. Pharmaceutical and medtech companies are increasingly pursuing KAM in response to the rapid rise of large, sophisticated and complex healthcare provider and payer systems and groups. Those that invest the time to get KAM right will protect their business and grow with these rising customers.
This book is groundbreaking in both its scope and its tailoring of leading KAM practices specifically for life sciences. The central theme is that "key account management is an organization-wide business strategy, not just a role or a sales-specific initiative." KAM is a strategy focused on providing unique offerings and value through an orchestrated, cross-functional, go-to-market model designed specifically to address the needs and engagement preferences of a unique segment of customers. The insights and practices shared in this book are designed to be a valuable reference at every stage of the KAM journey.
The book has been designed to facilitate a common language and deep understanding of KAM issues and leading practices organization-wide-particularly for life sciences leaders, account managers and cross-functional team members responsible for building, transforming and supporting their organization's KAM strategies and capabilities.
Inhalt
1. KAM is a business strategy, not a role
Mike Moorman and Namita Powers
2. The rise of the organized customer and KAM in healthcare
Brian Chapman and Pratap Khedkar
3. Where to play: Key account segmentation and selection
Joe Stevens and Jude Konzelmann
4. Value strategy: Evolving from basic offerings to advanced solutions
Joe Stevens, Matt Ruple and Mike Moorman
5. KAM organization design: Form follows function
Mike Moorman and Jude Konzelmann
6. Executive alignment and engagement: It's make or break for life sciences KAM programs
Mike Moorman and Namita Powers
7. KAM Program Office: Marshalling the internal support required for results
Mike Moorman
8. The long and short of KAM metrics
Mike Moorman, Jude Konzelmann and Namita Powers
9. Customer engagement process: The secret to agile execution
Mike Moorman and Namita Powers
10. Bringing value to account planning and management
Namita Powers, Mike Powers and Alex Simon
11. Context is king: Laying the foundation for a comprehensive KAM talent strategy
Tania Lennon, Namita Powers and Bernadette Maher
12. The unique learning journey required for KAM
Chris Morgan, Tania Lennon and Namita Powers
13. Key account manager incentive compensation: Aligning to strategic objectives
Subhashri Suresh, Tobi Laczkowski and Chad Albrecht
14. Why technology is critical for breathing life into KAM
Ankit Jain, Mike Powers and Pratap Khedkar
15. KAM in the U.S. versus Europe: Are we headed to the same place?
Falko Graf-Meisner and Chris Morgan
16. The future of KAM in life sciences
Mike Moorman, Namita Powers, Joe Stevens and Rohan Agni