Purpose – Many companies claim to have established senior executive relationship programs, but few have linked their account plans to senior executive actions, and consequently, only a few can report successful growth results. This article provides a systematic approach to create a replicable...

Purpose – The purpose of this article is to present a method to help management teams and sales leaders evaluate opportunities and risks in business‐to‐business relationships from an outside‐in perspective. Design/methodology/approach – The approach derives from practical work with...

Purpose – The purpose of this paper is to describe the implementation journey of global account management (GAM) programs. ALTANA’s case offers a good example of the challenges a supplier faces when attempting to ascend into the highest supplier league – as well as lessons on how they can...