Account Marketing Manager
vor 1 Monat
MISSIONS & RESPONSIBILITIES
GATHER DATA AND INSIGHT ON THE ACCOUNT TO:
-Understand the account’s environment (their competition, their customers), relevant trends, the budget and procurement pipeline, the addressable market and the relative competitive positioning
-Understand the customer’s strategy, priorities, pains and gains and how that can lead to additional growth opportunities for Thales
-Identify opportunities for additional recurring revenue, cross selling and upselling by mapping and leveraging Thales installed base
-Carry out stakeholder mapping to track organizational and personnel changes, as well as to understand Thales advocates / detractors within the account or new stakeholders to be targeted in support of Thales growth ambition (white space support for instance)
-Personalize the customer’s journeys (purchasers, influencers, end-users)
-Provide a view on potential suitable ecosystem partners who would support Thales’ growth aspirations with the account
BUILD IMPACTFUL VALUE PROPOSITIONS
-Understand the account’s environment (their competition, their customers), relevant trends, the budget and procurement pipeline, the addressable market and the relative competitive positioning
-Understand the customer’s strategy, priorities, pains and gains and how that can lead to additional growth opportunities for Thales
Identify opportunities for additional recurring revenue, cross selling and upselling by mapping and leveraging Thales installed base
-Carry out stakeholder mapping to track organizational and personnel changes, as well as to understand Thales advocates / detractors within the account or new stakeholders to be targeted in support of Thales growth ambition (white space support for instance)
-Personalize the customer’s journeys (purchasers, influencers, end-users)
-Provide a view on potential suitable ecosystem partners who would support Thales’ growth aspirations with the account
DEFINE AND EXECUTE ENGAGEMENT PLAN
-As part of the Account Plan and in support of Thales’ business objectives and strategic initiatives, build and execute the Account’s “Engagement Plan”, coordinating Thales interactions with the account, by :
-defining and customizing marketing objectives & actions according to the different identified account targets and initiatives
-defining when and how to best deliver the customized Values propositions and messages along the account’s buying journeys
-selecting the most appropriate customer engagement approaches (innovation workshops, ROI simulation, etc.) for each objective in collaboration with country/region marketing, Content & Digital Marketing and Communications
-building a holistic & coherent view of all the GBUs/BLs campaigns targeting the customer in coordination with the Segment Team (including needed adjustments and personalization)
-developing dedicated customer events, demonstrations, co-creation opportunities to enhance the customer experience
-Lead Account-based content customization and development, leveraging Segment-based content and orchestrating the Account’s team and the country/region marketing team contributions
-Ensure constant coordination with the account manager and the account team members as well as with key members of the Segment -Marketing Teams and BLs’ marketing
-Liaise with Segment Mktg Team, Content & Digital Mktg teams, Communication teams and external specialist agencies to personalize/create integrated sales and marketing account-focused campaigns
MEASURE AND OPTIMIZE PROGRAMS
-Align with Segment Marketing all best practices, customer developments and innovations to adjust the engagement plan, feed the segment marketing with customer insights and trends, helping refine segment strategy & marketing plan
-Track, measure, and report on all Account Marketing activity, business results and successes regarding Account objectives
-Share lessons learned within Account Marketing community
KEY DELIVERABLES
-Identification of growth areas and new opportunities within the account
-Adapted Thales value propositions and messages for the account
-Account Engagement plan
-Account Engagement plan actions’ delivery
-Ensure consistent “Brand Approach”
KEY INTERACTIONS
-Account Manager (SAM or KAMs)
-Account team (or teams if supporting KAMs)
-Country/Region marketing and communication
-Relevant Segment Marketing team
-PLMs, Digital & Content Marketing, Competitive & Market Intelligence
SKILLS & EXPERIENCE REQUIRED
-Ability to analyze data and determine operational actions to support a business objective
-Ability to customize messages, value proposition for an account
-Ability to define engagement tactics based on objectives
-Ability to analyze data and determine operational actions
-Strong communication & leadership to build efficient relationships within the Account team, the Segment Teams across GBUs/BLs, the Content and Digital Marketing as well as Communication
-Campaign management (Adapting or building, launching & monitoring)
-Creative, highly dynamic and autonomous
-Enjoys going from strategy to hands-on execution
KPIs
-Account growth
-Order intake short and long term
-C-SAT/NPS
-Specific KPIs part of the Engagement Plan
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