Corporate Relationship Management

MATERI 1. Overview

• Be able to explain the goals and objectives of the Corporate Relationship Management (CRM) role
• Understand why the CRM role is gaining importance and how it is evolving in response to business and provider forces
• Explain the concepts of Business Demand Maturity and Provider Supply Maturity and how these impact the CRM role
• Understand the Drivers of Relationship Maturity and be able to differentiate between tactical and strategic CRM roles and how these relate to order taker, trusted consultant and strategic business partner
• Understand the Operating Model and how it relates to Corporate Relationship Management

2. Strategic Partnering

• Understanding 'Demand Shaping' as a means to increase value realization from provider investments, service and assets
• Be able to use a Strategic Relationship Management process and techniques to strengthen business partner and provider relationships
• Understand how and where to engage in your business partner's decision cycle
• Co-develop, with your business partner, a Relationship Strategy-on-a-page as a mutual Relationship Contract

3. Business IQ

• Understand the concepts of Value Leakage and the CRMs role in minimizing this
• Understand the concepts of Capability Roadmaps and how these are derived from business strategy
• Understand the concepts of Value Vanagement and how these link business strategy, provider strategy, portfolio and the business case to shape priorities, communicate and drive business value
• Be able to use business outcomes to clarify strategic initiatives, manage scope and determine value metrics

4. Portofolio Management

• Understand how portfolio management is the central mechanism for a value management process
• Understand how to apply portfolio management to the entire life cycle of provider investments, from managing new investments, optimizing existing investments and retiring old investments
• Understand the relationships between project, program and portfolio management and how these work together to optimize business value
• Be familiar with two common portfolio asset classification schemes and how they are applied to achieve portfolio balancing
• Understand how governance processes and structures are used in support of portfolio management

5. Business Transition Management

• Understand what is meant by business transition management, why it is important to CRM, and the components of a business transition capability model
• Understand how to create urgency for stakeholders
• Understand the key roles to be orchestrated for successful business transition
• Understand key change leadership concepts
• Understand the importance of clarifying the change details and typical methods for achieving clarity

6. Provider Domain

• Understand the value-centric definition of a service
• Understand the important distinctions between Products and Services and the implications for the CRM
• Understand the different aspects of service value and how service provider constraints impact the role of the CRM

7. Powerful Communication

• Understand the components of 'powerful communications'
• Understand how to influence those over whom they do not have direct control
• Be able to express themselves through a unique value proposition

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