Should senior managers be actively involved in sales account management?

Francis, Keith
November 2004
Management Services;Nov2004, Vol. 48 Issue 11, p20
Academic Journal
This article argues that senior management have a lead role to play in effective account planning and management, not just in conducting sales account reviews, but also in playing an active part within the key account team. Senior management needs continual reassurance that revenue will continue to flow from customers. They need to ensure that these important assets are profitable and being managed in the most effective and efficient way. This requires entrepreneurial mindset that traditionally is often not only found at senior level. Like most management initiatives, account management is not a panacea where success is assured. Ensuring entrepreneurism is one reason for senior management involvement. More compelling, is that without their involvement most strategic and global account management operations will not work. Sometimes the account manager needs help that can only come from a person who holds such a position that his or her perspective on things is not coloured by the politics of inter-functional existence or local priorities. Better if the senior executive, in the course of working with the account team and reviewing the account, recognises the issue and responds accordingly.


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