Healthcare Information Management Systems and Society (HIMSS) is a dynamic, growing organization with sales associates and offices worldwide. Growth has occurred both organically and through acquisition:
During this growth period, silos of sales teams were created, making it difficult to coordinate sales efforts and optimize opportunities. Sales teams – who were not organized to cross-sell or package custom solutions – were taking a transactional approach instead of a strategic approach to identifying effective marketing solutions for larger clients/corporate members. In addition, significant gaps in spending across HIMSS products existed.
To enable a more customer-centric sales culture that would unlock incremental dollars, budgets and market share among existing customers, HIMSS chose Association Media Partners (AMP) to structure and pilot a Key Account Management program.
Using a multi-phase approach over 5 months, AMP conducted a gap analysis to identify HIMSS’ top-20 client list, categorizing them further into three client profiles – strategic, growth and at-risk. Working directly with three HIMSS clients in a top-down approach, AMP developed a replicable, proactive and coordinated sales approach that delivers a more effective, synergistic relationship with HIMSS corporate members.
The new approach is based on three primary components:
Along the way, the focus of the program shifted from “key account management” to a program built around strategic partnerships.
AMP also worked with HIMSS to develop new messaging and marketing collateral that supports the program and reinforces HIMSS’ ability to deliver new and unique value through a seamless, concierge-style experience for top-level partners.
PROJECT OUTCOMES ACHIEVED
“We partnered with AMP because their for-profit expertise allowed us to tap into a skill set not normally found in the association ecosystem: an organized, structured approach to building an effective sales organization across all products – membership, print, digital, events, data, etc. Their deep knowledge and understanding of integrated solutions and what today’s marketers need is exactly what we were looking for. Their work is resulting in better, more closely knit relationships with corporate members, and in larger contracts.” – Steve Lieber, President and CEO of HIMSS WorldWide
“Another critical piece of this project was that we wanted to plug in outside expertise, but not blow up or disenfranchise our current sales teams. AMP took the time to listen to, understand, and build relationships with our people. And thanks to their consultative and collaborative approach, we have buy in, which has sped up communication and cooperation across our sales teams.” – Norris Orms, Executive Vice President and COO of HIMSS WorldWide.
The pilot program has met resounding success: