Key account management (KAM) plays a vital role in nurturing important customer relationships, building trust, and ensuring a company’s long-term success.
Our client, a leading animal health company, was struggling with international big deal negotiations in a rapidly consolidating European veterinary market. The company needed a strategic account management system to effectively manage its key customer relationships and maximize its growth potential.
Our team came in to help the company refine and optimize its international key account management strategy. This project had three main objectives: establish an effective negotiation framework for international deals, assist with a pilot negotiation, and develop a robust governance model to manage international key accounts in the future.
Our work started with setting the direction for the international big deal framework.
We mapped out various target state options and carefully evaluated their pros and cons to ensure the best strategic fit. We systematically listed and prioritized potential levers to create effective and efficient contracts to achieve the best outcomes.
Next, we supported our client’s pilot negotiation with a key account using advanced modelling techniques to forecast different negotiation scenarios. This allowed us to create a bespoke proposal based on our analysis of the company’s historical contracts and the new pricing and contracting framework. Additionally, we developed a pitch deck that highlighted the benefits of the new framework and its value proposition.
Finally, we built a governance and operating model to support the company’s long-term strategic goals. We designed a new organizational chart and established guiding principles to support the company’s evolution in the future. Clearly defining roles and responsibilities within this new structure ensured that our client could effectively manage and lead international negotiations for optimized outcomes.
Our client secured an additional €1.5 million in annual revenue with the pilot international key account alone using the new framework.
In addition, our client developed a more centralized international KAM organization to lead negotiations effectively for international deals.
Finally, the company became equipped with our clear framework to determine contracting conditions for international big deals and with a strong value proposition enabling deeper international partnerships with key accounts.
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