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November 2024: KAM to SAM PIRAT+ Training With Michelin Corporate - Off Highway Sales

Halifax Consulting PIRAT+ KAM to SAM Training at Michelin Corporate Facility in South Carolina

Strengthen Michelin Off-Highway North America's position as a strategic supplier by enabling the sales team to deliver greater value to their customers.

Project Overview

This 2-month project was delivered in partnership with Halifax Consulting, leveraging their proven KAM to SAM PIRAT+ methodology, developed to help sales organizations successfully navigate the shift from Key Account Management to Strategic Account Management.

The initiative was tailored for Michelin’s Off-Highway North America sales team, with a focus on embedding a strategic, customer-centric mindset and equipping the team with the tools to co-create value with their key accounts.

The blended learning journey included:

  • Initial Self-Assessment – to benchmark current competencies and identify development priorities.
  • eLearning Modules – based on the PIRAT+ framework to build core SAM skills.
  • A Two-Day F2F Training Workshop – centered on learning and applying the tools and concepts to Michelin strategic customers.
  • Coaching Sessions – individual and team-based, to reinforce learning and guide implementation.
  • Final “Cockpit” Presentation to Top Management ("T") – teams presented their strategic account plans to senior leadership, demonstrating their application of the PIRAT+ framework.

Training Content: The 5 Modules

The program was structured around the key stages of the PIRAT+ approach:

Understanding Michelin's Customer Business
Developing deep insights into Michelin's customer strategy, challenges, and drivers of success and implications for Michelin.

Analyzing the Relationship & Qualifying Value
Using these insights to evaluate the current relationship and identify where Michelin can create differentiated value for their customer.

Identifying Growth Opportunities
Highlighting strategic opportunities for joint growth, grounded in the customer’s context.

Aligning Ambitions & Resources
Setting ambitious but realistic objectives that align with both internal capabilities and the customer’s priorities.

Coordinating the Account Team
Driving alignment and collaboration across the account team to execute both Business-as-Usual and strategic initiatives.

Results & Impact

The project enabled Michelin’s sales team to:

  • Deepen their understanding of their customers' business environments
  • Align internal efforts with customer priorities
  • Build strategic account plans rooted in value creation
  • Present actionable growth strategies to senior leadership with confidence

This engagement exemplifies how structured training, coaching, and practical application—grounded in a proven methodology like PIRAT+—can accelerate the transformation toward becoming a truly strategic supplier.