Sell SIde perspective
STATE OF FLUX
2014 GLOBAL SRM RESEARCH REPORT
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TTTTTTTTTTTTTTTTTU SELL SIDE PERSPECTIVE
Extended feature
We first collated a supplier perspective on SRM as part of our 2012 report. This provided many interesting insights into how the suppliers or ‘sell side’ perceived the SRM programmes they are engaged in with their customers or the ‘buy side’.
We have gathered this information again this year, as well as gaining some valuable insights from research into sell side key account management carried out by the US-based Strategic Account Management Association (SAMA) – 2014 Report on Current Trends and Practices in Strategic Account Management.
THE CURRENT STATE OF SRM
active. The main reason identified for lack of engagement is a lack of confidence that the buy side is really committed to SRM. Working collaboratively and building trust in the relationship is seen to be more difficult due to cultural issues. Some sell side organisations believe they have more pressing priorities.
Sell side respondents are less optimistic than the buy side on how much progress and development has been in made over the last 12 months. Figure A shows a comparison of both buy and sell side responses. In figure B , we can see that the majority (62%) of sell side companies report being involved in one to three buy side SRM programmes. Less than a third describe their engagement as strong and
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