A couple of weeks ago I had the pleasure of chatting with Graeme Jennings on a visit to Perth. Having already spoken with Australia’s most client-focused engineer and most client-focussed lawyer for 2015, I was intrigued to find out what similarities, if any, I would find in Australia’s most client-focused accounta [...]
35 years. That’s how long I’ve worked both for and with Professional Services and B2B firms. And during that 35 years, I don’t think I’ve come across a single firm that hasn’t had or tried to have in place some form of Key Account/Key Client Program (and by this I mean a formal approach to managing and building relationships with these clients, not a client database tool).
I’ve seen firms spend hundreds of thousands of dollars, primarily in staff time, trying to get these programs right. I’ve seen marketing and BD staff tearing their hair out trying to get programs up and running. I’ve seen the amazing results when firms happen to get it right. And this is why firms continue to try to implement them – because when they work, they can be incredibly powerful in driving firm growth.
But this last scenario is sadly few and far between. Most firms largely fail at establishing successful key account programs. Why is this?
A couple of weeks ago I ran [...]