KEY POINTS

• Strategic account management (SAM) is done for strategic accounts (SA) where the accounts contribute a disproportionate share of firm revenue, and the company can put in efforts that make a difference and bring value to the client that they will pay for
• It takes time and commitment to develop SAM. We send our general management sponsored by Johnson and Johnson to SMU’s management courses. This to build their competencies, where in the immediate term J&J get nothing back, but the managers get exposed to J&J and how it works
• So how do you know when an account should be an SA?
  You must have in the long term a leading relative market share, and the quality of that share must be solid. It has to be resistant to tactical attacks
• Strategic discussions should take place between CEOs

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