The electronics/IT industry, where Stefan’s research is focused, generally leads the way in developing business practices as well as having an impact on most other companies, one way or another. Learning from the sector helps other industries to get ahead of the game, though many are already finding end-user priorities increasingly influence Strategic GAM. Besides managing their direct accounts, TIER-1/Tier-2 suppliers must work with their Strategic Global Account’s own strategic customers. It’s too dangerous to be left out of their conversation and hence get too little, second-hand information too late. In this session Stefan will identify the issues and suggest how best to approach them. Participants will explore together how their own companies do and could manage indirect, ‘no-sales’ customers.