Learn what companies can do in economic downturns to position themselves for later success.

Find out what changes to make to customer strategy; how to align your organization to best support a winning approach; and how to drive excellence in execution to achieve results in today's economy.

The extraordinary circumstances of the current economic crisis have changed the operating rules for companies of every size, in every industry. Tactics used in past recessions are less likely to work in a downturn that is more widespread and perhaps more enduring. Today companies face a unique opportunity to reexamine traditional business practices and make much-needed changes – changes that will help them survive the downturn and flourish with the inevitable upturn.

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An unsettled economy requires a different approach to managing revenues. The distinction between “good” revenues (those that translate to cash) and “uncertain” revenues (those that may dissolve into delinquencies) becomes critical. Companies must reidentify their most profitable customers and the most effective marketing and sales vehicles for reaching them. As budgets shrink, companies are forced to rethink lean sales and marketing execution. And shifts in customer spending demand a fresh look at the value proposition of current products and services.

Executives across best-run companies are now asking themselves:
• How do I stay close to my customers as their requirements change?
• How can I align my strategy and organization to best support my customers’ new needs?
• How do I monitor execution to achieve results in today’s economy?

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"Get Closer to Your Best Customers: A Shift in Customer Strategies in Time of Crisis"

Offered Free by: SAP

ABOUT THE AUTHOR
Chakib Bouhdary is chief value officer of SAP AG. He is the founder of SAP’s value engineering framework. His mission is to make every SAP customer a best-run business. Over the past six years, he has built a world-class organization of professionals that is focused on creating value along the entire IT investment cycle for prospects and customers.

Jim Goldfinger is a senior director in the customer value network for the SAP® Customer Relationship Management (SAP CRM) application, where he connects with hundreds of SAP customers to track and share best practices.

Shashi Rao is a senior principal in SAP’s value engineering group. He works with many of SAP’s customers and prospects on topics related to IT and business strategy, road maps, and value management practices.

Thomas Young is director of the customer value network for SAP CRM, through which he drives development and facilitation of the greater SAP CRM customer community.

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