Capgemini understands the importance of aligning the commercial, delivery and support operations within and across borders to be able to sell and deliver a consistent and compelling proposition to regional and global customers. In particular Capgemini has experience in overcoming the difficulties in setting up and improving the performance of global account managers to get the required alignment around account management, product range, price and supply regardless of the relative importance of global customers to your business.

Capgemini has experience of high profile Global Account Management (GAM) projects with clients across multiple business sectors ranging from setting up new GAM organisations to improving the effectiveness of current global account maangers.

This section includes:

• Benefits of Global Account Management
• Capgemini’s approach
• Capgemini capability
• Success stories

The benefits of effective Global Account Management

• Locking out local competition
• Reduced cost of sales and marketing
• Economies of scale across manufacturing and supply chain
• Avoidance of trading at the lowest market price
• Product/service standardisation
• Developing deeper customer relationships e.g becoming a strategic supplier

Capgemini’s approach

Capgemini’s proven GAM optimisation approach blends pragmatic operational experience with the worlds leading research in Global Account Management. While our experience tells us that is best to tailor the approach to the particular circumstances of our clients, there are common features which allow us to call on previous assignments:

Capgemini’s GAM Framework Approach

Understanding the Customer Base

The role of GAM in an organisation depends on the customer mix, the relative value of regional/global customers and a deep understanding of customers’ buying behaviour. By analysing the customer base it is possible to establish the importance of GAM and to identify the right type of GAM for different customer types. This approach usually includes ascertaining the ‘Voice of the Customer’ to determine their views and to provide a benchmark against other suppliers.

Assessing Current GAM Effectiveness

The Capgemini GAM diagnostic tool provides a rapid assessment of current GAM capability as well as identifying the barriers to improve effectiveness. Typically this approach identifies improvement opportunities in GAM organisation, processes and ways of working, performance measure and reward mechanisms as well as how well the IT applications infrastructure support GAM activities.

Defining the Future GAM Operating Model

By defining the future state of GAM it is possible

This stage is particularly helpful in aligning different parts of the business and building consensus for the need for change.

Estalishing the Business Case

A key check point is weighing up the benefits of making changes with the cost. Capgemini has pre-configured business cases to allow you to scope and quantify the case for change.

Implementation

We have found that big change programmes can carry higher risk. We recommend conducting small scale change – perhaps working with one customer team to optimise their approach – while in parallel designing the key building blocks such as new processes/ways of working and the enabling IT that can be rolled out over time across the remaining GAM teams.

Capgemini capabilities

GAM programme analysis – Capgemini has developed a framework to quickly assess your organisations needs and develop the right GAM approach for the right customers.

Rapid pilot GAM – Using our proven ‘hot house’ approach and ‘rapid IS solution’ we can assist you to quickly design, trial and evolve a GAM Framework that suits your organisation.

Accelerated solutions environment – To accelerate the development of Global Account Management Framework or any aspect of it’s execution Capgemini uses its accelerated solutions environment with world class facilitators and innovation techniques to reduce timeframes from weeks or months to days.

Rapid global account management IS – Working with our technology services team we can set up an on demand solution that has you sharing information at a global level to enable sharing of information and co-ordination of activity within weeks

Deal ‘hit squad’ – To assist in major negotiations that require careful planning and execution, Capgemini can provide senior executives and industry thought leaders to co-ordinate the planning, execution and wrap-up of large deals.

We can help you assess where your organisation is and where it needs to go in terms of its ability to manage global customers.

Success Stories

Global Chemical Company

This client wanted to understand how to create an integrated business approach and form insights and recommendations on how a new corporate process governance structure could be designed considering identified best practices and internal preconditions. Capgemini worked with the client to develop in-depth case studies which provided insights into common best-practice applied by leading companies across a variety of industries. These were studied with an emphasis on critical elements such as process governance structure and supporting tools / systems in order to make recommendations. By using benchmarking best practices was identified and applicability to client evaluated. The “outside-in” analysis formed recommendations on how a new process governance structure could be designed to improve process integration.

Global Software Vendor

This client needed to integrate and align services offered by two global vendors as part of a major post merger integration programme as well as adapt existing sales and account management processes to the new larger organisation. It also needed to align service sales process with license sales processes and account management. Capgemini worked with the client to plan and set-up the programme; identify and evalaute existing existing processes and conceptual models; and model new process layouts. The end result was harmonised sales and account management processes and an aligned organisation.