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This book is a comprehensive practical guide for account managers, sales teams and account leaders operating in the B2B space. It provides knowledge to excel in developing, growing and retaining top accounts in local and global environments. With a nuanced version of ´account management´ that will potentially be a game changer, the book offers a personnel-and-process based agenda that can create a ´competitive advantage´ on its own.

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1. Introduction and Fundamentals 2. Tactics and Approaches for Sales Effectiveness 3. Strategies for Deep Customer Engagement 4. Skillsets and Knowledge (of Account Teams) 5. Proactive Relationship Management 6. Organizational and Human Resource Imperatives 7. Customer Innovation Bias 8. Pitfalls to Avoid 9. The Payoff and Concluding Chapters

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Bala Shankar is a consultant and has been an adjunct marketing faculty at the Singapore Management University (SMU) for nearly a decade. He has had 25 years of corporate experience in Asia, Europe, and North America in various sales and account management capacities as a regional and global leader. Bala has also been associated with executive development programs and is a contributing writer to The Business Times, Singapore. He received his MBA from the renowned Indian Institute of Management (IIM), Ahmedabad.

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