Managing Global Accounts

Managing Global Accounts will help you address the challenges of dealing with global customers. As globalization takes hold, several things happen: customers become more demanding and sophisticated, competition intensifies, business becomes more complex and fast-changing, and highly competent global account managers are in short supply. The managerial challenges of competing in a global marketplace are significantly more difficult than those of competing domestically. Life is especially tough when a corporation is not centrally focused on the global customer, and when corporate personnel across functions and locations around the world fail to understand this priority. To "get it" means to understand at a visceral level that success or failure with global customers may be synonymous with the success or failure of the entire enterprise. Unless all employees are aligned and focused on the firm’s relationships with its global customers, competitors who do "get it" will surpass them. Indeed