Monday, 12 March 2012   Tuesday, 13 March 2012

Profitable Growth through Creating and Capturing
Customer Value



Vartan Vartanian

President, SKF Service Division,
SKF Group    



Driving Growth by Transforming From Product Sales to Integrated Solutions



Professor Kaj Storbacka

Chair of Marketing at the University of Auckland Business School, and Founder & Chairman of
Vectia Ltd.  


In the last , SKF went through a significant transformation of the entire company, changing from a ball bearings manufacturer to a multi-platform product/servicdecadee/solution company. This new multi-platform approach established deep and intimate partnerships with SKF global customers through problem-solving and servicing, leading to sustained and quantifiable customer value. The management and institutionalization of customer value through the KAM organization and the related channel partners has led to continuous profitable growth for SKF globally.


Vartan has been with SKF since 1990, President of the SKF Service Division since 2008 and a member of the SKF Group Executive Committee. He has held a number of executive positions in Poland, Czech Republic and Sweden and is a board member of International AB. The SKF Service Division serves the global industrial aftermarket, providing products and knowledge-based services to increase customers' plant asset efficiency. Solutions are based on SKF's knowledge of bearings, seals, lubrication systems, mechatronics and services, and customers are served by SKF and its network of over 7,000 authorized distributors. The division's sales represent around 33% of the SKF Group's sales.


Firms are increasingly realizing that sustainable growth requires a more collaborative business model that allows for the sales and delivery of integrated solutions. Unfortunately, many firms struggle with building the necessary organisational capabilities to support the effective deployment of a solutions business model. Success requires that firms focus less on training the sales force in solutions sales and focus more on building tools and processes, such as customer value research, standardisation of solutions modules, value quantification, and reference libraries.

In his address, Kaj Storbacka will share the results of six years of research and consulting with leading European firms that have succeeded in this transformation, and specifically focus on what the role SAMs and GAMs is in this context.


Dr. Kaj Storbacka is one of the forerunners in the field of developing customer-oriented business models.  Presently, he is Professor of Marketing at the University of Auckland Business School in New Zealand. Professor Storbacka also holds the chair of Marketing Strategy at Hanken School of Economics in Helsinki. He has a Ph.D. in Marketing from Hanken School of Economics and a Master's degree in Naval Architecture from the Helsinki School of Technology.

Dr. Storbacka serves as Chairman of Vectia, Ltd., a consultancy of 30 experts specializing in customer-oriented strategy development, and sales and account management. Since 2004, he has served on the board of the Strategic Account Management Association (SAMA), a Chicago based, global non-profit organisation focused on knowledge-sharing and advancing the practice of strategic customer-supplier collaboration. Dr. Storbacka is a frequent speaker global corporation events, Executive MBA programs and leading management development institutions in Europe, Americas and Asia.