ANDREAS HINTERHUBER: Why and how does value quantication matter for the strategic account manager?

BERNARD QUANCARD: As we speak today, if I look at all the companies that have a strategic account management program or initiative, I would say that unfortunately between 50% and as much as 70% of the strategic account managers (SAM) are actually doing commercial coordination. There is some value in doing commercial coordination, but it’s not what we mean when we talk about strategic account management. The core of the strategic account management initiative is the rst phase of creating value for the customer. So, as we speak, a dominant proportion of SAMs are commercial coordinators, and only a minority, likely around 30% of account managers, are the actual conductors-the orchestrators-of the value creation process.