Strategic Segment and Account Management

The objective of this paper is to discuss how executives could meet business challenges in order to increase shareholder value in a typical process industry environment. We present ideas on how to optimise the return on the company’s revenue generating assets, i.e. the customers, by focusing on customer driven segment and account management. Additionally, we discuss how to break out from the commodity market by applying application engineering through spearhead solutions.

Executives recognise customers as the core of any organisation, and that customer-related performance is an extremely important driver for long-term success. Mostly all companies have an intention of focusing on the customers in some way, but regrettably, the actions taken do not always support this. The competition for increased volumes and market share for the core products is still the main driver of many providers. Business is supported by a traditional sales approach, with account plans stating volume and margin targets for the upcoming year.