How can you ensure that your organization is creating firmwide relationships? Ideally, your strategic account manager will:
Identify the critical players in the appropriate account buying-influence group(s).
Determine the role that each player fills, including:
his top three needs;
his degree of influence;
his preferred communications mode;
his desired frequency of contact;
his primary supplier contact; and
how to deepen the relationship.
Use the relationship map checklist to identify gaps in knowledge as well as resources required.
Either manage a given buyer-influence relationship or orchestrate another supplier employee's management of the relationship.
Set up performance-measurement systems that track back to the goals of the buying influences.
Monitor those measurement systems for early warning signs of the customer-loss cycle.
Manage the opportunities that then arise.