Deepening Client Relationships: The Dark Arts
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This presentation (now in PDF format) was given by Jan Piskadlo at the 2013 Top Gun Forum for Starcom/Mediavest. Leveraging the Harry Potter theme, a story is shared on how agencies can work to broaden the value proposition of Procurement, to improve overall relationships between the client, the agency, procurement, and media owners. This presentation has been modified from its original version which originally embedded video, audio, and animation. Designed by Joshua Siva
Deepening Client Relationships: The Dark Arts
- 1. Jan Piskadlo
- 2. Deathly Hallows Chamber of Secrets Order of the Phoenix Philosophers Stone 1. The need for change 2. Spells for change (technical) 3. Potions for change (Behavioral) 4. Sustainable Change
- 12. Assurance of Supply, Quality, Service, Cost, Innovation One ecosystemA Better SearchS Smarter TVI Stronger DigitalI & Q Deeper Analytics Emerging ConsumersI Buying EfficiencyC Q
- 13. Portfolio Preferencing Spend Impact (Media) Value of Business (relationship) m a r k e t r i s k a c c o u n t a t t r a c t i v e n e s s Critical Strategic Acquisition Leverage Development Core Nuisance Exploitable
- 14. Portfolio Preferencing Spend Impact (Media) Value of Business (relationship) m a r k e t r i s k a c c o u n t a t t r a c t i v e n e s s Critical Strategic Acquisition Leverage Development Core Nuisance Exploitable
- 19. Break value/cost paradigm Media/GTN Enhance willingness to pay & reduce cost to serve Inflation free world
- 20. Questions you should ask Questions youll be asked 1. Does your team consistently brand procurement w/stakeholders? 2. Does your team use account management with internal stakeholders? 3. Does your team have a marketing strategy supporting customer of choice ambitions in the supply market? 1. Help me to gauge future Business issues & challenges you see inside our company 2. How can we work together to change & improve your connectivity in our company 3. How can we identify new opportunities outside of our current business
- 21. SEE SMELL TOUCH TASTE HEAR Search for New Ideas. Be Forward Looking Sniff Out Opportunity for the Business Partner w/the Business and Suppliers. Grow Relationships Taste the Fruits of Success Provide a Listening Ear to Business Needs
- 24. 6 Remember the wizard of the Dark Arts Develop a change relationship strategy Broaden the value for all Embrace the magic box Build trust by building brand procurement Recognize this plays out differently 1 3 5 4 2
- 25. 6 Extension-to- Pitch ratio Evolving balanced scorecard Reduce cost to service while increasing willingness to pay Next level buying Cross Fertilize Win in the race to learn 1 3 5 4 2