Global FORTUNE 500 Ingredients Manufacturer Finds the Right Recipe for Strategic Account Management Success
The Challenge: A global FORTUNE 500 ingredients manufacturer engaged Blue Canyon to help develop a more integrated approach to growing its ingredients sales with existing food and beverage CPG customers in the U.S. and Canada.
Assessment: Working collaboratively with the client, Blue Canyon identified a basket of accounts representing the company’s larger customer portfolio. Blue Canyon evaluated the relative segments and opportunity size of these customers, determined share outlook and growth prospects, and conducted qualitative market research to understand market trends, purchase decision criteria, perception of the relationship with the client, and unmet needs.
Strategic Solution: After prioritizing the basket of accounts by opportunity size, share growth potential, and relationship status, Blue Canyon created custom strategies and account plans for each account. Additionally, Blue Canyon used this basket of accounts to recommend key strategic priorities for the client’s entire customer base.
Results: In addition to having a prioritized list of customer account segments to pursue for growth, the client was able to implement more formal account planning throughout the entire organization and roll out key strategic findings from the basket of accounts to its broader U.S. and Canadian customer portfolio.