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Hewlett Packard: a pioneering approach to global account management

Published on February 28, 2018 Originally recorded 2014   8 min
0:04
There are contrasting views of global account management. Some are still afraid of it as in this quote, "We don't want to implement a global account management program because that will just allow our multinational customers to get a bigger price discount from us. It's a lot of effort for little or even negative return." In fact there's even a joke that under global account management, the global account manager is actually the global discount manager. But many other companies actually have a different view. In this second quote, "Our global account management program is essential for the retention of our most important multinational customers and it contributes in a major way to growth in both revenues and profits." And indeed this quote was given to me by the then CEO of Hewlett-Packard which is one of the pioneers of global account management. So the key issue then is, how do we get the benefits rather than the cost of global account management?
0:57
To explain global account management, let me give you a fairly comprehensive history from one of the pioneers of this phenomenon, Hewlett-Packard. HP started their program over 20 years ago which originally covered just sub segments of the HP business and expanded to cover the entire company as the needs of the customers became more sophisticated, and HP itself became more experienced with global account management.
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Hewlett Packard: a pioneering approach to global account management

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