Bienvenue - Welcome!

Bienvenue sur le blog de la Relation BtoB ! Welcome to the B2B Relationship Blog!
Ce blog se veut un lieu de partage pour tous ceux qui s'intéressent aux relations inter-organisationnelles. Son auteur aime l'idée d'un "slow blog" où l'on s'arrêterait pour penser un peu... This blog aims at becoming a sharing platform for all those interested in inter-organizational relationships. Its author likes the idea of a "slow blog" where you take time to think for a while...
Sur la page de bienvenue, vous trouverez des points de vue, des discussions sur les sujets indiqués, des billets d'humeur, des commentaires de lectures, des infos et agendas, et ce que nous en ferons collectivement ! On the welcome page, you will find points of view, discussions on labelled topics, reactions, comments on readings, information and agenda posts, and what we shall collectively make out of it!
Sur la page "Formation", vous trouverez des solutions de formation, soit en tant que participant, soit en tant que formateur... A ce propos, est-ce toujours celui que l'on croit qui apprend le plus ? On the Training page, you will find training solutions, either as a trainee or as a trainer, especially teh author's published cases... By the way, are those who learn most always the ones we think...?



samedi 30 juillet 2016

"I am a Key Account Manager!"

I have been a Key Account Manager… For ten years now. Well… I thought I was a Key Account Manager, but “that was before… ”.


Karim Meraihia shares here with much humor his experience of being a Key Account Manager in a French global industrial organization (1)


Investigation…


I have just accepted the responsibility of a new customer portfolio in the company I recently joined. Here comes my Sales Director who hands me a file of about fifteen pages entitled “Key Account Database”. To be filled out, with no other explanation…. I dispose of one week! I immediately set out to read this document… only to discover that I am supposed to analyze my main customer down to the smallest details: Organization, Strategy, SWOT. I have known this customer only for a few months and, with them, the level of intimacy is as strong as between Stalin and JFK during the cold war! I’ve gotten myself into a fine mess… All the more as the objective of this exercise remains very vague to me… No way out, I’ve got to hit the ground running! I start to glean the maximum of information around me, especially from the internal teams and, by so doing I gradually come to a surprise…! I realize that we hold a considerable mass of information of all types at all levels: historical, strategic, operational, quantitative, qualitative information What’s more, this information is not consigned anywhere else than in colleagues and collaborators’ minds It eventually proves to be a true goldmine! It enables me not only to fill out the famous document which is to become the basis of a true Key Account Plan, but also to take a giant step forward in in my personal understanding of our customers’ reality on their markets and with respect to our organization. But I am not over yet with surprises...

samedi 9 juillet 2016

Faut-il recruter vos Responsables Comptes Clés parmi vos Vendeurs ?

Un bon commercial est-il nécessairement un bon responsable Compte Clé en puissance ? Bien qu'il soit tentant de le penser, rien pourtant n’est moins sûr… Les qualités proprement commerciales ne sont qu’une composante du profil idéal d’un bon Key Account Manager, comme le suggère cette interview de H. Faucher réalisée par les Editions KAWA lors du Salon des Professionnels du Marketing Digital en avril 2016.




Vous l’avez peut-être expérimenté, le recrutement et la formation des Responsables Comptes Clés est reconnue comme l’un des pires défis des services RH aujourd’hui, et ce pour de multiples raisons. Parmi celles-ci, la nouveauté relative de cette fonction qui remet en cause le management de la relation client, et le caractère assez exceptionnel, il faut bien le dire, de ce que l’on demande à un « KAM » qui, dans une organisation qui se respecte, doit au moins aligner trois talents : celui de stratège, celui de manager, et celui de leader.