Strategic Account Management
When implemented effectively, Strategic Account Management (SAM) enables companies to build strong and productive ties to their most valuable clients.
The key to SAM is moving upstream in the client strategy and decision-making process to become a true strategic partner.
However, Forum's research indicates that SAM represents a departure from traditional selling, and many account managers do not excel in the skills that are critical to its success.
In order to be seen by the customer as a co-manager of the business, strategic account managers require more business acumen, planning, and strategy skills than traditional salespeople. In order to run a successful account team, which may include a large group of people from different functions and geographies, many or all of whom do not directly report to the account manager, strategic account managers require senior-level leadership, team management, coaching, and influence skills.
Forum's research, experience and learning content in these areas help us design and deliver the targeted sales training critical to the success of our clients' SAM strategies.