Guest Lecture: Siemens

Question 1

How many of Fortune Global top 100 are Siemens Customers?

Answer 1

88%

Question 2

How many of Siemens customers represents SME? (Small and medium sized enterprises)

Answer 2

93 %

Question 3

How many B2B Customers does Siemens have?

Answer 3

1.300.000,0

Question 4

What are some key differences between B2C and B2B?

Answer 4

B2C:
- Marketing culture, market to end of chain, perceptual proposition, value in brand relationship, large customer segments, smaller-unit transactions, transaction linkage, more direct purchase, consumer decides.

B2B:
- Manufacturing/Tech culture, market to value chain, technical proposition, value in use (quantifiable), Small number of customers, large-unit transactions, process linkage, complex buying sequence, web of decision participants.

Question 5

Who makes the buying decisions in B2B markets?

Answer 5

Buying centers.

Question 6

What is the easy case in selling to Buying centers?

Answer 6

Buying 1 product in 1 country.

Question 7

What is the trick case in selling to buying centers?

Answer 7

X products - from y divisions - in z countries.

Question 8

What is the role of a Key Account manager?

Answer 8

The Key Account Manager is a central contact person that is installed to connect the complex world of the customer buying center with the many sales people that our complex organization has. Makes sure that the right people talk to the right people.

Question 9

What does large customers expect from their suppliers?

Answer 9

Large customers expect their suppliers to support their processes in their industry – everywhere and across product groups.

Question 10

When does customers become part of the same cluster?

Answer 10

When they have

• similar buying behavior
• similar regional presence
• similar products

Question 11

Why is Key Account Management at Siemens a success story?

Answer 11

• Planned above average growth in KAM is the standard approach Achieving goals in
• KAM is a tradition
• Trust is what we build additionally

Question 12

What is the advantage of having an Account Business Plan?

Answer 12

An Account Business Plan supports the strategic development of key customer relationships

Question 13

What does the KAM do?

Answer 13

Key Account Manager
• The KAM drives the business by in-depth knowledge of both, the customer and Siemens.
• The KAM maximizes the account penetration, professionalizes the client relationship and guides a team of sales
experts.
• The KAM creates value for the customer by utilizing the power of Siemens and therefore achieves competitive differentiation and profitable growth for Siemens.

Question 14

What are the steps in the People Excellence program, to find the best KAM?

Answer 14

1) KAM job profile/nomination
2) Online expertise analysis
3) Training for KAMs
4) Certification review

Question 15

How does Siemens work regarding KAM?

Answer 15

• Cooperating with the worlds leading Universities is on top of our agenda.
• We regularly work with different universities on research and education regarding KAM

Question 16

What is SAMA?

Answer 16

Strategic Account Management Association.

Question 17

What are the drivers of Low Cost Distributions and High end solutions?

Answer 17

• Low Cost Distributions: Cost-efficient supply

- High end solutions: Customers’ Market success.

Question 18

What are the trends in Low Cost Distribution?

Answer 18

• Distributor Networks
• Online Traders
• e-biz platforms

Question 19

What are the trends in High end Solutions?

Answer 19

• Strategic partnering with Key Suppliers
• Consulting Intermediates
• Key Account Management