STRATEGY AND SALESPROGRAM PLANNING
“Sharing a Vision”Two men were struggling to get a large crate through the door. They struggled and strug-gled, but the crate would not budge. Finally, one man said to the other, “We’ll never getthis crate in.” Replied his partner, “I thought we were trying to get it out.”
Chapter Consultants:Scott Smith, Vice President—Sales &Marketing, SABRE Group, Inc.Joseph P. Clayton, President and Chief Executive Ofﬁcer, Sirius Satellite Radio
After studying this chapter, you should be able to:Describe the major elements of business strategy.State the basic elements of strategic marketing planning.Explain what is meant by strategic implementation process decisions.Describe the purpose of a sales force program and list its major elements.Tell what an account relationship strategy is and explain its purpose.
“AN AWARD-WINNING ACCOUNT”
Reynolds and Reynolds is a $1 billion company headquartered in Dayton, Ohio, providingintegrated information management solutions, including retail and enterprise managementsystems, networking, e-business applications, CRM, and consulting services. The EnterpriseSolutions Group at Reynolds is responsible for sales to Reynolds’ customer accounts gener-ating more than $90 million in annual revenue. The Group has 15 Partnership Executiveswho work with the 20 largest automotive retail and distributor groups in North America,helping them achieve outstanding business results.The Strategic Account Management Association recently presented the Account Perfor-mance Award to the Reynolds-Southeast Toyota Distributors (SET) account, located in Deer-ﬁeld Beach, Florida.
SET has 163 dealer locations in the southeastern United States with anannual sales volume of $7 billion. Reynolds put together a dedicated account team from ninefunctional areas, including sales and marketing, Web services, ﬁnancial services, CRM solu-tions and software solutions. Together with this account team, Reynolds’ Partnership Execu-tive developed an account playbook for SET that laid out how Reynolds needed to sell,