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    Key Account Management in Semiconductors

    The Challenge

    The global leader in semiconductor fabrication equipment wanted to raise target capabilities of Key Account Managers to an agreed standard and create immediate business impact through application of new skills. Each Key Account Manager led a team of as many as 500 people responsible for sales and service to the world’s leading semiconductor companies. Most target accounts operated in multiple geographies and were moving into new categories, such as display and solar, adding further complexity.

    The Approach

    Market Edge worked with the client to

    • Agree on the specific target capabilities to be developed with senior stakeholders through interviews and Market Edge best practices from other industries
    • Design, develop and deliver a 3 module program to introduce new Key Account Management skills, tools and processes
    • Provide coaching to the Key Account Managers and their teams throughout the program to ensure the content was applied to target Key Accounts
    • Create clear milestones and deliverables throughout the project to measure and communicate return on investment

    The Outcome

    Each Key Account Manager developed an enhanced Key Account Plan that included

    • Deeper analysis of the target Key Account’s strategy, operating model and performance leading to multiple actionable insights
    • The development of a range of new value propositions that were proposed to each target Key Account
    • Shared strategic initiatives with the Key Account that would accelerate the Key Account’s ability to realize their strategic growth and profitability goals
    • Transactional priorities to improve share of wallet and profitability at the Key Account

    The plans were presented to senior leadership, approved and implemented with associated changes to the Key Account Team structure and process.