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Have you chosen the right key accounts? Key account selection is a critical process: a simple list doesn’t do it. A good process will demonstrate that key accounts are not all the same and how they should be managed differently. Dr Diana Woodburn shows how to select your key accounts, build a matrix to categorise…
Mini cases | Supplier Relationship Management and KAM should be the mirror image of each other, though they are not entirely symmetrical. So there’s a lot that KAM can learn from putting itself in the customer’s shoes. Use these four case studies from Dr Beth Rogers to help your team understand, practice and agree a…
Are you extracting the true value from your key business relationships?
You can’t just write a plan, you need first to devise a strategy based on great customer understanding (why and how) before nailing down the activity (what?) and the people to address (who?). Key account managers often complain that plans are a waste of time and don’t get used – which is ironic, when it’s…
This AKAM Technical workshop (Lisbon, 2023) kicked off with the importance of strategic key account plans, arguably the most important thing a key account manager has to do. Which is at odds with the fact that they are commonly poor or even non-existent. So Dr Diana Woodburn explains how to construct the strategic key account…
Companies frequently launch their Key Account Management programme without having considered all the pieces essential to its success. KAM is a strategy that goes way beyond sales management, not least because the whole company is involved in delivering its promises to key customers. In this substantial paper Dr Olivier Rivière explains how and where to get started on defining and scoping your organisation’s approach. The Sales…
There is a fair amount of work to do to produce a strategic key account plan – you don’t want to spend time trying to decide on a format. Use this downloadable tried and tested framework to communicate necessary information and plans in a logical and coherent form that anyone who needs to know in…
Where/how do you start to write a strategic key account plan? First comes the collection and analysis of information, then interpretation and thinking, before creating strategies that will be powerful for your company and the customer’s business as well. These downloadable worksheets help you to digest and use what you know about the customer and come…
The AKAM panel offered advice on members’ questions, like how best to carry out price negotiations with their strategic account; managing a key(?) customer that is not the most important in the supplier’s business; and, indeed, what to do if the customer doesn’t see you as a strategic supplier. Lots of good, practical suggestions for…
The quality – even the existence – of strategic key account plans is patchy even in some of the most forward-looking organisations. Why is that? After all, these are the principal instruments through which key account managers secure the resources they need from their own organisation and the commitment to future business from the customer.…
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