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Account Enablement Program - MarketsandMarkets
Account Enablement Program - MarketsandMarkets
2024
M A R K E T S A N D M A R K E T S 2 0 2 3
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TABLE OF
CONTENTS
01. WHAT ARE THE KEY DELIVERABLES OF ACCOUNT ENABLEMENT
PROPOSITION?
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MNM’S ACCOUNT ENABLEMENT CONSISTS OF 4 KEY DELIVERABLES
Within our account enablement proposition for our clients' global key accounts, we will provide biannual and thorough insights to enrich your
comprehension of your account's priorities, identify opportunities, and support fruitful dialogues with CXOs and identify new buying centers
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TABLE OF
CONTENTS
01. WHAT ARE THE KEY DELIVERABLES OF ACCOUNT ENABLEMENT PROPOSITION?
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WHAT IS ACCOUNT IQ?
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ACCOUNT IQ REPORT
DEEP-DIVE INTO EACH ACCOUNT TO IDENTIFY NEW BUYING CENTERS
Account’s current business offerings and it’s alignment to client's solution offerings
New products/services portfolio development to enhance business offerings in the last 2-5 years
PROPOSITION, NEW Recent developments that the account has implemented or is planning to implement to boost its offerings in the market
DEVELOPMENTS AND GROWTH Investment strategy to boost manufacturing capacities, geographical reach and portfolio expansion through strategic collaborations, acquisitions
PLANS and organic growth initiatives
Analysis of partnerships (Ventures/Associations/Coalitions)
Mapping core and adjacent markets where account has presence (or absent) vs biggest disruptions/ hot bets in the industry
Evaluation of markets/ solutions that competitors are present in, but the account is missing
‘HOT BETS’ Mapping offerings of client that can enable new opportunities for the account
DEMAND IDENTIFICATION Assessing TAM for client at account for high-growth areas to support the Account in its revenue growth
Prioritise opportunities for client and build “opportunity pipeline” for client in the account
Key challenges that the industry is facing with respect to focused business segments
KEY CHALLENGES AND Identification of current offerings available to solve such challenges, what’s in the pipeline
TRENDS Identifying account need-gaps by understanding what is missing in an account’s portfolio to solve similar challenges
Who are customers purchasing from today? Which vendors are preferred and why?
What are the most important purchase criteria?
Customer’s perception of client vs competitors on the most important purchase criteria?
VOICE OF CUSTOMER
Unmet needs & Pain points with TechM or other competitors
Key Decision Makers in the buying process
Note: MnM can provide more insights based on mutual discussion with client 6
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MNM’S A/C IQ OFFERS WHAT OTHERS OFFER AS TABLE STAKES PLUS ACTIONABLE PIPE
BUILDING IDEAS TO DRIVE REVENUES
Account Business Overview, revenue splits WHERE TO SELL: Identifying new buying centers
by business segments and geographies
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TABLE OF
CONTENTS
01. WHAT ARE THE KEY DELIVERABLES OF ACCOUNT ENABLEMENT PROPOSITION?
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ELEMENTS OF MNM’S ACCOUNT IQ AND KEY DELIVERABLES TO CLIENT
WHAT TO
Increase deal size & reduce deal cycle SELL: PIPE Higher Deal Conversion Ratio
BUYING
Identify client's need-gaps to define incremental v/s
ACCOUNT IQ
CENTERS BUILDING
exponential business opportunity for you IDEAS
Position clients' products in line with the needs of Where To Play
WHO TO
your prospective customer/target account HOT BETS SELL:
Create proposals and tailor your pitch in line with
IDEAL
customers' needs PERSONAS Right to win
ACCOUNT BACKGROUND
MNM will provide intelligence on Key target Accounts Regular Industry Relevant
contacts such as domain of interest, experience in
CONNECT IQ
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CONNECT IQ – CREATING SHARP ACCOUNT SPECIFIC CURATED CONTENT
01 02 03
Generating curated content, driven by outside-in Analysis of compelling events to create a Monthly or quarterly digest/newsletter with
insights including end user segments/use- trigger-based narrative on how AMD’s content and infographics on industry trends,
cases/applications relevant for messaging across intervention can support its clients' initiatives developments in account’s competitors, and its
target MWCs/BUs impact/disruptions on the target account
04 05
Pointed email drafts considering industry Recommended actions in view of events /
pain/talking points related to specific initiatives such as new product launch,
applications, and segments of interest to the participation in upcoming event, etc. undertaken
target accounts by the target account
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TABLE OF
CONTENTS
01. WHAT ARE THE KEY DELIVERABLES OF ACCOUNT ENABLEMENT PROPOSITION?
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EXECUTION PLAN FOR AN A/C IQ REPORT – DISCOVERY TO EXECUTION; A STRONG
DISCOVERY PROCESS AT THE BEGINNING WILL ENSURE OUTPUTS ARE ALIGNED TO
YOUR VISION FOR EACH ACCOUNT
• MnM: Allocates relevant program • MnM: Discuss initial findings | Kick-start • MnM: Deep-dive across top opportunities • MnM: Ensures Account IQ is aligned
manager and team | Account onboarding Account IQ | Identify industry peer initiatives that the against its listed tasks | Keeps a track of
• Prepare initial briefing document • Client : A/c leader review findings | account is missing meetings / opportunities identified |
• Client : Track internal account team’s Provides support to close any pending IQ
highlighting Client accounts major BUs, Discuss their existing
element
and possible opportunities position/penetration in an account progress in scheduling CXO pitches and
creation of opportunities/pipe | marry • Client : A/C leaders ensures timely
• Client: Allocates the A/c | Introduces A/c • Highlight most important OEM BUs and
suitable client solutions for opportunities feedback on success funnel items |
leader buying centers of interest
highlighted Broadcasts success
• Joint: Based on where is Client playing,
agree on a modular next-step approach
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WE DON’T MEASURE OUR SUCCESS BY DELIVERABLES/DOCUMENT. WE
MEASURE OUR SUCCESS THROUGH OUTCOMES
Note: Progress against some of the KPIs (new pipe created and converted, etc.) will be measured on a mid-to-long term basis | MNM and
Client can mutually decide other KPIs for the success of this Program
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TABLE OF
CONTENTS
01. WHAT ARE THE KEY DELIVERABLES OF ACCOUNT ENABLEMENT PROPOSITION?
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A ROBUST GOVERNANCE STRUCTURE WILL BE PUT IN PLACE – A JOINT TEAM WILL
STEER THE PROJECT
Associate Director/Project
QA Team (Vice President > 15 Team Lead / SRA (Experience band > 5 Analyst (Experience band >
Manager
years) years) 2 years)
(Experience band > 12 years)
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COMMERCIAL MODEL : PART A – FIXED PRICE
OPTION 1 OPTION 2 OPTION 3
BUSINESS OVERVIEW
ACCOUNT IQ
REPORT KEY CHALLENGES AND TRENDS
VOICE OF CUSTOMER
CXO NARRATIVE
CONNECT IQ
ANALYST SUPPORT
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TABLE OF
CONTENTS
01. WHAT ARE THE KEY DELIVERABLES OF ACCOUNT ENABLEMENT PROPOSITION?
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SAMPL
TABLE STAKES - WHERE TO SELL –
E ACCOUNT IDENTIFY BUYING
TALK TRACK –PIPE BUILDING
IDEAS
WHO WILL YOU
CONNECT WITH
CONNECT
IQ/NUDGES
OVERVIEW CENTERS
BUSINESS OVERVIEW
USD 381 BILLIONUSD 43 BILLIONUSD 1.1 BILLION
Company Name Shell plc 2022 Revenue Net Earnings R&D Investment
Type Public
SHELL PLC BUSINESS UNITS AND PRODUCT PORTFOLIO
HQ The Hague, Netherlands
Chemicals & Renewable and
Exploration and production of oil and gas Upstream Integrated Gas Marketing
Products Energy Solutions
Refining and marketing of fuels and lubricants
Production of chemicals and petrochemicals BUSINESS DESCRIPTION
Business
Renewable energy production, including wind, solar, and
Description hydrogen It explores, extracts, It includes LNG, GTL This BU is into It focuses on The Marketing
Energy trading and risk management and equipment and markets, and fuels production, manufacturing and renewable power business unit sells a
performance management services transports oil and natural gas and liquid trading of crude generation, carbon range of energy-
gas, focusing on exploration, upstream oil, oil products, credits, hydrogen related products and
Target Geographies Global presence in >70 countries prioritizing value and midstream and production, carbon services, including
over volume and infrastructure petrochemicals. capture and storage, retail networks,
investing in the operation, and LNG lubricants, fuels, and
STRATEGIC PRIORITIES energy system of the marketing and
nature-based
energy solutions to
projects, and Shell
future. trading. various sectors.
Ventures
Shell’s strategy is to become a net zero emissions business by providing low- and zero- investments.
carbon energy by 2050.
In July 2023, Shell will combine its Integrated Gas and Upstream businesses and create a
new Downstream and Renewables Directorate to simplify its organization and improve PRODUCT PORTFOLIO
performance.
It intends to spend USD 23–27 billion as cash capital expenditure (CAPEX) in 2023.
It aims to achieve methane emission intensity <0.2% by 2025.
It is planning to reduce oil production by 1–2% per annum and increase hydrocarbon
production to ~55% by 2030.
It targets to achieve a double-digit share of global clean hydrogen sales by 2035.
It is investing USD 100 million annually in nature-based projects.
Source: Company Website and Annual Reports
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TABLE STAKES - WHERE TO SELL –
SAMPLE ACCOUNT IDENTIFY BUYING
TALK TRACK –PIPE BUILDING WHO WILL YOU CONNECT
IDEAS CONNECT WITH IQ/NUDGES
OVERVIEW CENTERS
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TABLE STAKES - WHERE TO SELL –
SAMPLE ACCOUNT IDENTIFY BUYING
TALK TRACK –PIPE BUILDING WHO WILL YOU CONNECT
IDEAS CONNECT WITH IQ/NUDGES
OVERVIEW CENTERS
High-growth market
Sand Control Solutions use cases for shell
LOW
Offshore pipeline
Hydraulic Fracturing Other use cases for
Fluid Transfer System shell
Source: Interviews with Experts, KnowledgeStore, Company Website, and Press Releases
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TABLE STAKES - WHERE TO SELL –
SAMPLE ACCOUNT IDENTIFY BUYING
TALK TRACK –PIPE BUILDING WHO WILL YOU CONNECT
IDEAS CONNECT WITH IQ/NUDGES
OVERVIEW CENTERS
USD 25,730 Million in 2022 Shell has been an early adopter of digital oilfield technologies, which leverage digital tools and data analytics to optimize oil and gas operations and
increase efficiency and productivity.
CAGR 5.6% In 2019, Shell announced that it had saved USD 1 million per well by using a digital drilling optimization system that combines real-time data with
machine learning algorithms to optimize drilling performance.
DIGITAL
USD 33,790 Million By In 2020, Shell announced to invest USD 1–2 billion in digitalization, and value will keep on increasing each year.
OILFIELD
2027
COLLABORATION/
Sr. NO. YEAR DESCRIPTION
PARTNERSHIP
Shell collaborated with IBM to develop advanced analytics and cognitive computing solutions for oilfield operations.
1 2019 The partnership focused on leveraging IBM's Watson AI technology to analyze real-time data, enhance decision-making, and optimize
production processes in Shell's oil and gas fields.
Shell partnered with Microsoft to leverage its cloud computing and artificial intelligence (AI) capabilities for digital oilfield projects.
2 2021 The collaboration aimed to develop and deploy digital solutions that optimize operations, improve asset management, and enable predictive
oil & gas industry maintenance.
Shell and Rockwell Automation collaborated to develop and implement digital oilfield solutions.
3 2021 The partnership aimed to integrate automation technologies, data analytics, and control systems to improve operational efficiency, optimize
production, and enhance safety in Shell’s oil and gas facilities.
Five-year deal with Shell Global Solutions International aimed at digitalizing the latter’s oilfield assets. Shell aims to achieve its goal using
4 2022 Kongsberg’s digital twin technology.
It is committed to a multiple-asset deployment plan to enhance Shell’s industrial work surface and user experiences.
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TABLE STAKES - WHERE TO SELL –
SAMPLE ACCOUNT IDENTIFY BUYING
TALK TRACK –PIPE BUILDING WHO WILL YOU CONNECT
IDEAS CONNECT WITH IQ/NUDGES
OVERVIEW CENTERS
COLLABORATION/
S. NO. YEAR DESCRIPTION
PARTNERSHIP
Shell partnered with Baker Hughes to create a new digital platform called JewelSuite™ reservoir modeling software. This collaboration
1 2020
aimed to improve well planning and testing using advanced data analytics and predictive modeling capabilities.
Helix Energy Solutions Group, a US offshore oil & gas well services company, signed a multi-year deal with Shell to provide well-
2 2022
intervention services in the Gulf of Mexico.
Shell and Halliburton are to form WellDynamics Joint Venture to further develop and market Halliburton’s SmartWell technology and
3 2023
Shell’s iWell technology to the oil & gas industry worldwide.
Shell and Deltic Energy have become joint venture partners to deploy a complete testing program to evaluate the commerciality of the
4 2023
Pensacola prospect in the North Sea.
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TABLE STAKES - WHERE TO SELL –
SAMPLE ACCOUNT IDENTIFY BUYING
TALK TRACK –PIPE BUILDING WHO WILL YOU CONNECT
IDEAS CONNECT WITH IQ/NUDGES
OVERVIEW CENTERS
2
For inspection, maintenance, and repair tasks in hazardous or a. Production Management and Process Efficiency: Workload Automation (CLIENT Workload
remote areas of the oil field. These technologies can improve Automation) can be used to automate and orchestrate various processes in Green Hydrogen
efficiency, reduce operational risks, and increase worker production, such as scheduling and managing batch jobs and workflows, ensuring reliable
AUTOMATION AND CONTROL safety. and efficient operation of critical business processes.
SYSTEMS
3 a. Predictive Maintenance: CLIENT Solution can be used to monitor the performance of various
components of the hydrogen production and distribution infrastructure and detect anomalies
For the processing and analysis of large volumes of data
that require attention.
collected from various sources within the oil field. By
b. Industry/Regulatory Compliance Monitoring: CLIENT Solution can also be used to ensure
applying advanced analytics techniques, Shell can gain
compliance with industry and regulatory standards for data privacy and security.
valuable insights, optimize production, and improve
DATA ANALYTICS c. Production Optimization and Quality Control: CLIENT Workload Automation can also be
decision-making processes.
used to trigger alerts and notifications based on predefined rules and thresholds, ensuring
timely action on critical insights and anomalies.
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TABLE STAKES - WHERE TO SELL –
SAMPLE ACCOUNT IDENTIFY BUYING
TALK TRACK –PIPE BUILDING WHO WILL YOU CONNECT
IDEAS CONNECT WITH IQ/NUDGES
OVERVIEW CENTERS
1
a. Data security: Client solution can provide data analytics capabilities to identify potential
Collect real-time data on various parameters, such as vulnerabilities in well-testing systems and ensure the security of data collected during testing.
pressure, temperature, flow rates, and fluid compositions b. Manage devices for real-time monitoring: XYZ can monitor and manage the IoT sensors and
from oil and gas wells; this data helps monitor well devices installed in the facilities and equipment for real-time monitoring of greenhouse gas
performance and detect any abnormalities or potential issues emissions. It can also be used to manage the firmware and software updates for these devices
IOT SENSORS AND DEVICES to ensure they are working optimally.
2 a. Real-time data collection: Client solution can be used to collect data from well equipment and
Process and analyze large volumes of data collected from other sources in real time. It can provide data analysis and visualization capabilities to help
various sources within the oil field by applying advanced identify trends, anomalies, and potential issues with the equipment.
analytics techniques, allowing Shell to gain valuable insights, b. Schedule and automate tasks: Workload automation can schedule and automate data
optimize production, and improve decision-making processes processing tasks, such as data ingestion, data cleansing, and data transformation. This can
DATA ANALYTICS help improve efficiency and reduce the time required to process large volumes of data.
3
Analyze emissions data, identify trends, and predict
a. Manage software security: XYZ can be used to test the security of web and mobile
emissions patterns; they can also optimize emissions
applications used in well testing.
reduction strategies and enable predictive maintenance.
AI/ML
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TABLE STAKES - WHERE TO SELL –
SAMPLE ACCOUNT IDENTIFY BUYING
TALK TRACK –PIPE BUILDING WHO WILL YOU CONNECT
IDEAS CONNECT WITH IQ/NUDGES
OVERVIEW CENTERS
2.00 0.29
CLIENT TAM Value (USD million)
1.67
1.50
1.00
0.50
0.00
Digital Oilfield Well Testing Services Artificial Lift Enhanced Oil Recovery Emission Monitoring Other Use Cases TAM for Client
(O&G)
Note – The above-mentioned TAMs are calculated based on Shell’s propensity to invest in Cybersecurity and Automation as a function of Shell’s revenue across these use cases.
Sources: Primary Insights, KnowledgeStore, Company Website, and Press Releases
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TABLE STAKES - WHERE TO SELL –
SAMPLE ACCOUNT IDENTIFY BUYING
TALK TRACK –PIPE BUILDING WHO WILL YOU CONNECT
IDEAS CONNECT WITH IQ/NUDGES
OVERVIEW CENTERS
XYZ, XYZ,
Global Principal VP Asset Digital Core
Low High
Technical Expert
XYZ, XYZ,
VP - Supply Chain Upstream & Senior Information Risk Manager -
Well Upstream & Integrated Gas
OTHER RELEVANT
XYZ
PERSONA XYZ,
Chief Information Security Officer, Group CIO, Netherlands
Netherlands
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TABLE STAKES - WHERE TO SELL –
SAMPLE ACCOUNT IDENTIFY BUYING
TALK TRACK –PIPE BUILDING WHO WILL YOU CONNECT
IDEAS CONNECT WITH IQ/NUDGES
OVERVIEW CENTERS
carbon avoided
capacity globally till 2026; however, the biggest already has huge potential to offer end-to-end digitally
EM might need to understand the existing carbon trading
challenge is waste collection and sorting enabled solutions
value chain and associated supply chains issues
EM can further integrate its waste collection and sorting EM will need to build new partnerships or co-create
Countries like Singapore, where ExxonMobil has
channel network in markets with favourable policy solutions to succeed in this market
significant presence, is already building digital
environment by integrating with digital waste tools BP-client success story is already a great example of this
infrastructure to promote large scale carbon trading
providers/start-ups to have hassle free collection collaboration
store more and more green energy a lot of cous will be Baytown, Texas, US and, the UK
EM has ambitious plans to scale-up its advanced
on extracting valuable minerals to fuel this growth Collectively, GH and Green Ammonia present an
biofuels business globally; so far it already has biofuel
Lot of VE money is going in new battery designs and opportunity worth >$6 billion till 2025, and ExxonMobil
AL
LOW CARBON
UPSTREAM DOWNSTREAM
SOLUTIONS
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TABLE OF
CONTENTS
01. WHAT ARE THE KEY DELIVERABLES OF ACCOUNT ENABLEMENT PROPOSITION?
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SAMPLE TABLE STAKES - WHERE TO SELL – IDENTIFY TALK TRACK –PIPE BUILDING WHO WILL YOU CONNECT
ACCOUNT OVERVIEW BUYING CENTERS IDEAS WITH
BUSINESS OVERVIEW
USD 394 BILLIONUSD 99.8 BILLIONUSD 130.5 BILLION
2022 Revenue Net Income EBITDA
Company Name Apple Inc.
Type Public
BUSINESS SEGMENTS
HQ California, USA
60
50
iPad $ 29.3 BN -8%
40
30
Wearables, Home
20 $ 41.2 BN 14%
and Accessories
10
0
Q1 Q2 Q3 Q4 Services $ 78.1 BN
7%
North America Europe Asia-Pacific
80
Cognitive Services Market
Industrial Metaverse Market
70 Augmented Reality in Retail
Market
Metaverse in Gaming
60 Market
CAGR (%)
Device-as-a-Service Market
50
40
30
Intelligent Virtual Assistant
Industrial Wearables Market Market Affective Computing
20 Market
10
0
0 10 20 30 40 50 60 70 80
Extended Reality
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SAMPLE TABLE STAKES - WHERE TO SELL – IDENTIFY TALK TRACK –PIPE BUILDING WHO WILL YOU CONNECT
ACCOUNT OVERVIEW BUYING CENTERS IDEAS WITH
CEO
CONTENTS
01. WHAT IS MNM’S ACCOUNT IQ
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05. GOVERNANCE
A N D
M A R K E T S
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THANK YOU
US OFFICE
MarketsandMarkets™ | 630 Dundee Road |
Suite 430 Northbrook, IL 60062 | USA: 1-888-600-6441
UK OFFICE
MarketsandMarkets™ | The Bridge Workspace Richmond: 7b Parkshot,
Richmond-upon-Thames, Surrey, TW9 2RD | UK: +44-800-368-9399
info@marketsandmarkets.com
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