Focus Magazine - Winter 2017 - 17

COVERSTORY

Building Account
Management Capabilities
■ By Laura Baginski and Deborah Deale

One of the first
steps was to
identify key factors
for success.

T

o begin telling our story, let's jump back
a few years when Bristol-Myers Squibb
rolled out a globally adopted sales
model, which accelerated the need for a
common approach to managing accounts.
Account-facing teams began to seek additional
guidance and support to meet account needs in
a coordinated, compliant manner, and matrix
teams sought to enhance their skills, tools, and
support to meet new demands.
Coupled with an increased complexity in the
marketplace, this resulted in BMS seeking a
way to meet these growing needs. e
organization began assessing its practices

FOCUS | Winter 2017 | www.L-TEN.org

BMS had been using account
management practices in some
markets at varying levels, but there
was a lack of consistency.
internally and establishing a vision for a more
effective process to manage accounts. One of
the first steps was to identify key factors for
success - which included defining roles and
responsibilities, outlining necessary skills and
behaviors, defining a process and determining
an effective, efficient tool for implementation.
BMS also defined current and desired
performance identity gaps,
and then put out a request
for proposal (RFP) to find a
firm who could meet their
needs.
Proficient Learning was
selected to analyze, design
and implement an effective
account management
process and supporting
training program that
shied the way BMS
account teams managed
customers. e underlying
goal was to implement an
account management
process that delivered an
exceptional BMS
experience.
e first phase of the
partnership involved taking
a look at BMS' current
practices and conducting a
complete needs analysis to
guide the process design
and development. BMS had

17


http://www.L-TEN.org

Table of Contents for the Digital Edition of Focus Magazine - Winter 2017

LTEN Focus on Training Magazine
From the President: Preparing for Change
Table of Contents
Table of Contents
Guest Editor: Facilitative Training & Mutual Learning Models
Directions: A Time to Reflect and Plan
Front of the Room: Help! I've Got a Big Audience!
Building Account Management Capabilities
6th Annual Medical Device & Diagnostics Trainers Summit
Training Your Sales Team for Today's Changing Customers
Training Reinforcement 101
Sales Simulation Programs that Drive Performance
5 Persuasive Communication Lessons
Do It Yourself In-House Talent Development
Leveraging Simulation-Based Technology in Training
3 Essential Pillars for Competitive Selling
Virtual How: Learning Innovation & Best Practices
Ad Index
Focus Contacts
Meet Your Incoming LTEN Board President
Focus Magazine - Winter 2017 - Intro
Focus Magazine - Winter 2017 - LTEN Focus on Training Magazine
Focus Magazine - Winter 2017 - Cover2
Focus Magazine - Winter 2017 - 3
Focus Magazine - Winter 2017 - 4
Focus Magazine - Winter 2017 - From the President: Preparing for Change
Focus Magazine - Winter 2017 - 6
Focus Magazine - Winter 2017 - Table of Contents
Focus Magazine - Winter 2017 - 8
Focus Magazine - Winter 2017 - Table of Contents
Focus Magazine - Winter 2017 - 10
Focus Magazine - Winter 2017 - Guest Editor: Facilitative Training & Mutual Learning Models
Focus Magazine - Winter 2017 - 12
Focus Magazine - Winter 2017 - Directions: A Time to Reflect and Plan
Focus Magazine - Winter 2017 - 14
Focus Magazine - Winter 2017 - Front of the Room: Help! I've Got a Big Audience!
Focus Magazine - Winter 2017 - 16
Focus Magazine - Winter 2017 - Building Account Management Capabilities
Focus Magazine - Winter 2017 - 18
Focus Magazine - Winter 2017 - 19
Focus Magazine - Winter 2017 - 20
Focus Magazine - Winter 2017 - 21
Focus Magazine - Winter 2017 - 6th Annual Medical Device & Diagnostics Trainers Summit
Focus Magazine - Winter 2017 - 23
Focus Magazine - Winter 2017 - Training Your Sales Team for Today's Changing Customers
Focus Magazine - Winter 2017 - 25
Focus Magazine - Winter 2017 - 26
Focus Magazine - Winter 2017 - 27
Focus Magazine - Winter 2017 - Training Reinforcement 101
Focus Magazine - Winter 2017 - 29
Focus Magazine - Winter 2017 - 30
Focus Magazine - Winter 2017 - 31
Focus Magazine - Winter 2017 - 32
Focus Magazine - Winter 2017 - 33
Focus Magazine - Winter 2017 - Sales Simulation Programs that Drive Performance
Focus Magazine - Winter 2017 - 35
Focus Magazine - Winter 2017 - 36
Focus Magazine - Winter 2017 - 37
Focus Magazine - Winter 2017 - 38
Focus Magazine - Winter 2017 - 39
Focus Magazine - Winter 2017 - 5 Persuasive Communication Lessons
Focus Magazine - Winter 2017 - 41
Focus Magazine - Winter 2017 - 42
Focus Magazine - Winter 2017 - 43
Focus Magazine - Winter 2017 - Do It Yourself In-House Talent Development
Focus Magazine - Winter 2017 - 45
Focus Magazine - Winter 2017 - 46
Focus Magazine - Winter 2017 - 47
Focus Magazine - Winter 2017 - Leveraging Simulation-Based Technology in Training
Focus Magazine - Winter 2017 - 49
Focus Magazine - Winter 2017 - 50
Focus Magazine - Winter 2017 - 51
Focus Magazine - Winter 2017 - 3 Essential Pillars for Competitive Selling
Focus Magazine - Winter 2017 - 53
Focus Magazine - Winter 2017 - 54
Focus Magazine - Winter 2017 - 55
Focus Magazine - Winter 2017 - 56
Focus Magazine - Winter 2017 - Virtual How: Learning Innovation & Best Practices
Focus Magazine - Winter 2017 - 58
Focus Magazine - Winter 2017 - 59
Focus Magazine - Winter 2017 - Ad Index
Focus Magazine - Winter 2017 - Focus Contacts
Focus Magazine - Winter 2017 - Meet Your Incoming LTEN Board President
Focus Magazine - Winter 2017 - Cover3
Focus Magazine - Winter 2017 - Cover4
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