Definition of an account marketing program and how to set one up

1. Company Confidential 0 0

2. Strategic Account Marketing (SAM)
May, 2010

3. 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
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4. Principles of Strategic Account Marketing
Product Marketing versus Strategic Account Marketing
Features Problems
Focus
Benefits Solutions
Price Awareness
Information
Promotion Education
Timing One Offs Ongoing Campaigns
Objective REDUCE Inventory INCREASE Mind Share
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5. Strategic Account Marketing Misconceptions versus
Misconception versus Reality
 Strategic Account Marketing is a customer-
 Strategic Account Marketing is a stand-alone
driven marketing methodology that uses
marketing program—mutually exclusive
any and all marketing and sales tactics to
from other marketing programs
give clients what they want and need
 Strategic Account Marketing does not
 Strategic Account Marketing is just another
replace but rather builds on good account
form of Account Planning and thus is a
planning to create actionable marketing
duplication of effort by the sales teams
and sales strategies
 Strategic Account Marketing can be done  Account intelligence is what makes it
successfully without account different. Otherwise, it’s still ―spray and
intelligence pray‖ marketing.
 Potentially, but Strategic Account
 Strategic Account Marketing is appropriate Marketing is an INVESTMENT and thus best
for every account for those accounts that can provide a
suitable ROI
 Strategic Account Marketing must be
 Strategic Account Marketing is just a
executed hand-in-hand with sales—and be
―marketing thing‖
thought of as a key sales enabler
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6. Strategic Account Marketing 3-Phased Approach
1-Intelligence 2-Workshop 3-Campaign
Gather and Harvest the Created ‘blended’
consolidate collective wisdom of marketing and
industry and the team and build sales campaigns
account consensus on what targeting key
intelligence to are the key business account contacts
better understand challenges where to drive increased
market dynamics high-value partnership levels,
and account alignment can be advocacy, loyalty
business challenges created and revenue
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7. Phase-1 Intelligence
#3 Determine focus #4 Engage account
#5 Source account
and intelligence sponsor and obtain
intelligence
required their support
specific to focus
#6 Engage industry
#2 Review account
analyst/expert and
criteria and select
workshop support
account
#7 Consolidate,
#1 Gather and prepare workshop
consolidate Account intelligence and
account criteria Intelligence circulate
Step #1
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8. Account Intelligence Is Key
• Intelligence Covering
— Basic Information
— Market Presence
— Products and Services
— Account Organization
— Leadership
— Competition
— Business Challenges
— Key Contacts
— Patni Relationship (ESP)
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9. Phase-2 Workshop
In-person representation
Map capabilities to Map know and
from all relevant
business challenges desired relationships
disciplines
Intelligence Business Capability Relationship Campaign
Analysis Challenges Mapping Mapping Planning
#2 #3 #4 #5 #6
Review relevant Determine alignment Brainstorm campaign
account intelligence to business challenges ideas and execution
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10. Typical Workshop Agenda
Session 1 Session 2
It’s all about the Account! Patni Alignment
• Discuss pre-Workshop intelligence and • Brainstorm the business imperatives
key data about account, its strategy and
its opportunities • Establish areas where Patni provides
unique value / differentiation
• Dialogue with Analyst about the industry
and the accounts place in it • Create targeted value propositions and
messages for each campaign
• Discussion with Patni sponsor at
account, inside voice • Identify key decision makers and
influencers who need to be aware of
• Discuss what we learned, the Patni’s unique capabilities
implications and how it fits with the
accounts stated strategies • Develop prioritized Campaigns where
Patni can best help the account
• Begin capturing the accounts business achieve its goals
imperatives
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11. Phase-3 Campaign
#4 Commit campaign
#3 Develop campaign resources and #5 Create relevant
plans, identify milestones messaging and
resources needed content
#2 Obtain account
sponsor feedback on #6 Execute
campaign themes campaign delivery
#1 Validate and #7 Analyze and
prioritize campaigns, document results,
circulate Campaign refine campaign
Execution
Step #7
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12. Campaign Roadmap Example
Month-1 Month-2 Month-3 Month-4 Month-5 Month-6
First Touch CEO Article Next Article
Roadshow
Industry Article
Campaign #1
VIPs / High Influencers
VIP Call Exec Dinner & Speaker
Next Customer Campaign Topic
First Touch Industry Survey Survey Readout
Perception Survey Memo Memo Memo
Campaign #2
VIP Presentation Newsletter Newsletter
CIO Forum
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13. 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
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14. Patni Pilot Accounts, Congratulations!
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15. Patni Projected Timeline and Milestones
MAY JUNE JULY AUGUST
Phase-1 Intelligence
Phase-2 Workshop
Phase-3 Campaigns
Workshop dates estimated during July 12th – 23rd
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16. Patni Team Players
• Representation From All Relevant Disciplines
— Account Teams
— Marketing
— Industry Marketing
— Delivery
— Support
— Engagement
— Partners (if appropriate)
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17. 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
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18. 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
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19. Company Confidential

20. 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
Solutions Lead Securities & Capital
Tavi Rao Boston Yes
Market
Jitesh Mehta Helpdesk Services ? ?
Manish Motiani Head Financial Services Sales ? Yes
Company Confidential

21. Patni Citi SAM Players
Executives Title Location Workshop
Surjeet Singh Executive Sponsor Citi Bank ? Opt
Ganesh Iyer Head of Financial Services Vertical New Jesey Opt
Lokesh Bhagwat Head of Pre-Sales Mumbai Opt
Ravi Bhagwat Head of Delivery Americas Opt
Naresh Lakhanpal President of Americas Opt
Marketing/Ops Title Location Workshop
Zahr Gould Telesales Manger Boston Yes
Tony Viola Head of Industry Marketing Boston Yes
Vickram Bhalchandra Head of Sales Operations Boston Yes
Neeraj Sangani Marketing Manager Financial Services Mumbai Yes
Brigash Mennan Marketing Boston (July) Yes
Vivek Sangle Head of Horzontal Marketing Mumbai Yes
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22. Patni Citi SAM Players
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
Company Confidential