Valkre and GE: Customer Collaboration and Value Creation in Strategic Account Management

EXCELLENCE IN STRATEGIC
ACCOUNT MANAGEMENT
EXECUTION
© 2014 VALKRE SOLUTIONS, INC.
Using Technology to Speed-up Collaboration and
Value Co-Creation

TODAY’S GOAL
Help you identify ways to speed-up
collaboration and value creation with
customers like these:
1 © 2014 VALKRE SOLUTIONS, INC.

STRATEGIC VALUE SELLING PRIORITY
AREAS

3
CHALLENGE

SITUATION: COMPANY
© 2014 Valkre Solutions, Inc.4
COMPANY
 Your organization is
Complex
 Focused on Profitability
not Value Delivered
 Your Competitors Are
Working On This Too
 Growth Requires
Collaboration

 Your Customers Are
Complex
 Focused on Cost Versus
Value Received: Priceberg
 Their Competitors Are
Working On This Too
 Growth Requires
Collaboration
SITUATION: CUSTOMER
CUSTOMER

CHALLENGE: COLLABORATION AND CO-CREATION
6
 You help your
Customer
make more
money
 You
understand
their business
challenges
 You are
committed to
help solve
challenges
CUSTOMER COMPANY
In a complex environment, collaboration and value co-creation means:

7
SOLUTION

PROCESS SUPPORTED BY TECHNOLOGY
IMPROVES COLLABORATION AND VALUE
CO-CREATION
8
DEFINE
VALUE PROP
The underlying
basis of value
LISTEN TO
FEEDBACK ON
VALUE PROP
Collaborate on
how you are
creating value
IMPROVE
VALUE PROP
Co-Creation to
improve value
delivered

DEFINE VALUE PROP
How you help your Customer
make more money

VALUE PROP: EXECUTION CHALLENGES
10
 Difficult to communicate and
track value
 Misaligned Internally
 Not quantified
 Not differential
 Cannot find it when need it
COMPANY
SAM

VALUE PROP: REQUIREMENTS

What you do to
help your customer
better

Who you help

How you help

Story Details

What it is worth

© 2014 VALKRE SOLUTIONS, INC.17
DVP helps
customers
understand:
 The differential
value we deliver
today
 The customer
metrics we impact
 The economic value
of benefits delivered
DVP connects Offerings
to customer business
metrics
Quantification of
customer benefits
VALUE PROP: IN ACTION AT GE
Created & quantified internal perspective on the Differential Value Proposition (DVP)

LISTEN TO FEEDBACK
ON VALUE PROP
You understand their business
challenges

FEEDBACK: EXECUTION CHALLENGES
19
 Difficult to incorporate into
everyday operation of the
business
 Feedback not actionable
 Getting internal organization
to act and align
 Customer does not sense
collaboration
 No historical library
SAM
CUSTOMER

FEEDBACK: COLLABORATIVE APPROACH
20
SAM
CUSTOMER
Obtain customer
perspective on two
dimensions:
1 CURRENT
“How does our Offering
deliver value to you
today vs. your next best
alternative?”
2 FUTURE
“How can our Offering
improve or evolve to
deliver more value in the
future?”
Get Feedback
from
Customers on
your Value
Proposition

FEEDBACK: CUSTOMER PERSPECTIVE

How you think
you help your
Customer

Your Customer’s
perspective on how
you help them Today

How you can help
your Customer
Tomorrow

Top Challenges

Feedback Detail

FEEDBACK: IN ACTION AT GE
DVP is best process to listen to customers and discover what matters most to them
GE’s Internal perspective vs.
Customer view on how GE helps today vs.
How GE can help in the future
Immediately
increased
collaboration
and mutual
engagement
Internal org
understands
and acts on
feedback when
framed in terms
of the Value
Prop

IMPROVE VALUE PROP
You are committed to help solve
challenges

IMPROVEMENT: EXECUTION CHALLENGES
29
 Hard to link across
business silos
 Accountability of
improvement initiatives
 Lack visibility of
scorecards to customer
 Not connected to selling
value
SAM
CUSTOMER
COMPANY

IMPROVEMENT: REPORTS

IMPROVEMENT: COLLABORATING
Customer Facing
Reports

Broad Visibility and
Access to Initiative List

Progress Tracking

Access to News
and Feedback

IMPROVEMENT: IN ACTION AT GE
GE workout session with customer leadership identified critical growth themes which are
being jointly executed to create value for both.
Render quickly analyzes
feedback and helps companies
prioritize outcomes
Real time collaboration tools
keep GE and customer
accountable for driving results

KEY LEARNINGS
 The Solution Scales: GE Globally
 The #1 best solution, supported by technology, for
gaining access to your customer’s senior leadership
 Once you gain access, it’s up to you to do “the real
work”… keeping & maintaining executive relationships
 We are NEVER as good as we think we are…. SCARY!
 Can be the critical “wake up call” your company
needs to focus on what customers really care about
 Enables true cross functional alignment… it helps you
cut through the matrix
© 2014 VALKRE SOLUTIONS, INC.36

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