account marketing program basic presentation

Company Confidential 0 0

Strategic Account Marketing (SAM)

May, 2010

Company Confidential 2

Strategic Account Marketing

• Strategic Account Marketing

— Target individual accounts as a market-of-one

— Customer-centric approach to account development

— Opportunity for sales and marketing to be more integrated and

create business results

— Strategic Account Marketing is not a science it’s a framework for

success

• Strategic Account Marketing for Patni

— Increase account penetration and revenue opportunities

— Beat-out competition through relevance and differentiation

— Proactive defense against business being marginalized


Product Marketing versus Strategic Account Marketing

FocusFeatures

Benefits

Problems

Solutions

InformationPrice

Promotion

Awareness

Education

Timing One Offs Ongoing Campaigns

Objective REDUCE Inventory INCREASE Mind Share

Principles of Strategic Account Marketing


Strategic Account Marketing Misconceptions

Misconception versus Reality

Strategic Account Marketing is a stand-alone

marketing program—mutually exclusive

from other marketing programs

Strategic Account Marketing is a customer-

driven marketing methodology that uses

any and all marketing and sales tactics to

give clients what they want and need

Strategic Account Marketing is just another

form of Account Planning and thus is a

duplication of effort by the sales teams

Strategic Account Marketing does not

replace but rather builds on good account

planning to create actionable marketing

and sales strategies

Strategic Account Marketing can be done

successfully without account

intelligence

Account intelligence is what makes it

different. Otherwise, it’s still ―spray and

pray‖ marketing.

Strategic Account Marketing is appropriate

for every account

Potentially, but Strategic Account

Marketing is an INVESTMENT and thus best

for those accounts that can provide a

suitable ROI

Strategic Account Marketing is just a

―marketing thing‖

Strategic Account Marketing must be

executed hand-in-hand with sales—and be

thought of as a key sales enabler

versus


Strategic Account Marketing 3-Phased Approach

1-Intelligence 2-Workshop 3-Campaign

Gather and

consolidate

industry and

account

intelligence to

better understand

market dynamics

and account

business challenges

Harvest the

collective wisdom of

the team and build

consensus on what

are the key business

challenges where

high-value

alignment can be

created

Created ‘blended’

marketing and

sales campaigns

targeting key

account contacts

to drive increased

partnership levels,

advocacy, loyalty

and revenue


Phase-1 Intelligence

#1 Gather and

consolidate

account criteria

#2 Review account

criteria and select

account

#3 Determine focus

and intelligence

required

#4 Engage account

sponsor and obtain

their support

#5 Source account

intelligence

specific to focus

#6 Engage industry

analyst/expert and

workshop support

#7 Consolidate,

prepare workshop

intelligence and

circulateAccount

Intelligence

Step #1


Account Intelligence Is Key

• Intelligence Covering

— Basic Information

— Market Presence

— Products and Services

— Account Organization

— Leadership

— Competition

— Business Challenges

— Key Contacts

— Patni Relationship (ESP)


Intelligence

Analysis

Business

ChallengesCapability

Mapping

Relationship

MappingCampaign

Planning

#2 #3 #4 #5 #6

Phase-2 Workshop

In-person representation

from all relevant

disciplines

Map know and

desired relationships

Determine alignment

to business challenges

Brainstorm campaign

ideas and executionReview relevant

account intelligence

Map capabilities to

business challenges


Typical Workshop Agenda

Session 1

It’s all about the Account!

• Discuss pre-Workshop intelligence and key data about account, its strategy and its opportunities

• Dialogue with Analyst about the industry and the accounts place in it

• Discussion with Patni sponsor at account, inside voice

• Discuss what we learned, the implications and how it fits with the accounts stated strategies

• Begin capturing the accounts business imperatives

Session 2

Patni Alignment

• Brainstorm the business imperatives

• Establish areas where Patni provides unique value / differentiation

• Create targeted value propositions and messages for each campaign

• Identify key decision makers and influencers who need to be aware of Patni’s unique capabilities

• Develop prioritized Campaigns where Patni can best help the account achieve its goals


Phase-3 Campaign

#1 Validate and

prioritize campaigns,

circulate

#3 Develop campaign

plans, identify

resources needed

#4 Commit campaign

resources and

milestones

#5 Create relevant

messaging and

content

#2 Obtain account

sponsor feedback on

campaign themes

#6 Execute

campaign delivery

#7 Analyze and

document results,

refine campaignCampaign

Execution

Step #7


Campaign Roadmap Example

First Touch

Campaign #2

Month-1 Month-2 Month-3 Month-4 Month-5

Roadshow

Month-6

CEO Article

VIP Call Exec Dinner & Speaker

Industry Article

Industry SurveyFirst Touch Survey Readout

Next Customer Campaign Topic

Next Article

VIP

s / Hig

h In

fluencers

Campaign #1

Memo Memo Memo

Newsletter NewsletterVIP Presentation

Perception Survey

CIO Forum


Strategic Account Marketing End-Goals

• Create a ‘blended’ sales and marketing account plan from a

perspective of a deeper account appreciation

• Create a positive perception of Patni inside the account as a

partner with relevant services for their business

• Position Patni team members as trusted advisors and thought

leaders inside the account

• Develop an ongoing business relationship that delivers value to

the account and Patni revenue opportunities

• Create unity across Patni on the account needs and the focus

for success


Patni Pilot Accounts, Congratulations!


Patni Projected Timeline and Milestones

MAY JUNE JULY

Phase-1 Intelligence

Workshop dates estimated during July 12th – 23rd

AUGUST

Phase-2 Workshop

Phase-3 Campaigns


Patni Team Players

• Representation From All Relevant Disciplines

— Account Teams

— Marketing

— Industry Marketing

— Delivery

— Support

— Engagement

— Partners (if appropriate)


Patni Measurements, The 3-R’s of ROI

• Revenues

— Measure increased pipeline opportunities and revenue closed

within 12-months

— Metrics: Sales forecasts

• Relationships

— Measure level of contact engaged at account and frequency of

interaction within 12-months

— Metric: Relationship/stakeholder map

• Reputation

— Measure number of referrals, recommendations and testimonials

obtained within 12-months

— Metric: Surveys


Patni What We Need From You!

• Phase-1 Intelligence

— Do you own research on the accounts business challenges

— Read and digest account intelligence material when circulated

• Phase-2 Workshop

— Clear your calendars to attend the Workshop

— Be prepared and participate, ‘you get out as much as you put in’

• Phase-3 Campaign

— Review circulated campaign material and speak up!

— Execute on your action items, be part of the team

Company Confidential


Patni Citi SAM Players

Account Team Title Location Workshop

Jaya Bhat Onsite Delivery Manager New Jesey Yes

Abhay Walimbe Engagement Manager Mumbai Yes

Deepti Kapila Relationship Manager New Jesey Yes

Reddy Kota Solutions Lead New Jesey Yes

Sheetal Agarwal BPO Services India --> Boston Yes

Sachin Bhardway Heldesk (high visibility in Citi) India ?

Jois Narasimhan Technology Service Delivery India Yes

Dipanjan Purkayastha Account Director Boston Yes

Tavi RaoSolutions Lead Securities & Capital

MarketBoston Yes

Jitesh Mehta Helpdesk Services ? ?

Manish Motiani Head Financial Services Sales ? Yes



Executives Title Location Workshop

Surjeet Singh Executive Sponsor Citi Bank ? OptGanesh Iyer Head of Financial Services Vertical New Jesey OptLokesh Bhagwat Head of Pre-Sales Mumbai Opt

Ravi Bhagwat Head of Delivery Americas OptNaresh Lakhanpal President of Americas Opt

Marketing/Ops Title Location Workshop

Zahr Gould Telesales Manger Boston YesTony Viola Head of Industry Marketing Boston YesVickram Bhalchandra Head of Sales Operations Boston YesNeeraj Sangani Marketing Manager Financial Services Mumbai YesBrigash Mennan Marketing Boston (July) YesVivek Sangle Head of Horzontal Marketing Mumbai Yes



Horizontals Title Location Workshop

Uday Tembulkar Oracle Partner Manager ? Opt

Sanjay Metha SAP Partner Manager Boston Opt

Innovation Labs Title Location Workshop

Parutosh Segal Head of Innovation Labs Mumbai Opt

account marketing program basic presentation

Documents

account alignment

account different

review account analystexpert

appropriate marketing

marketing programs

accounts business

key intelligence

campaign discussion