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Daniel Svvennsen

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Papers and articles

Is Key Account Management the same in large and small companies?

Short paper from Bulletin No 1. Following the AKAM workshop in June 2017, Olivier Riviere concludes that size doesn’t matter for the fundamentals of KAM. But KAM, whatever its degree of sophistication, requires more resources than plain Account Management, and if those resources are allocated to KAM, they cannot be used for another purpose. So there…

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Papers and articles

The trouble with targets in KAM

Short paper from Bulletin No 1. Targets are a commonly used device in sales management, but are they appropriate in key account management? They are normally closely linked with rewards, which is what companies expect and intend, but it is critical that reward schemes are seen as fair, and targets are the element most likely…

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Papers and articles

The role of senior executives in managing key customers in Arab context

Fawaz and Fatan Baddar and Lulu Alhesan conducted 68 interviews to gain this insight in a rare piece of research into KAM in the Middle East. They found that Arab senior managers’ participation is imperative in relationships with key customers in the Arab world. Due to cultural and institutional factors that are unique to the Arab context senior…

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Papers and articles

Strategic customer/supplier partnerships

Too many suppliers have overused and abused the ‘partnership’ word, ultimately only offering a high-level sales relationship – not what customers expected and wanted. So many customers have become cynical about partnerships, and suppliers should only propose the approach if they genuinely mean it and know how to deliver it. This article by Richard Ilsley discusses what…

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Papers and articles

Managerial implications of KAM research

Review of what academics say about KAM from Professors Björn Ivens and Catherine Pardo. They give clear indications of best practice in a number of critical management approaches, some still commonly overlooked. Are your management practices aligned with researched knowledge of KAM?

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Papers and articles

Recent KAM papers

Professor Björn Ivens has extracted the reference details of articles about KAM from 2010 to 2015 in two popular journals, IMM and JIBM, and summarised the subject and findings of each to make it easier for you to find what you want to know about KAM.

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Papers and articles

Rewarding Key Account Management performance

Rewards are mostly intended to act as incentives to encourage good performance, in this case, in KAM. But that begs the question of what is meant by ‘good KAM performance’ and how it is measured and assessed. This piece discusses the results of AKAM’s survey on how companies are evaluating KAM performance and what kind…

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Papers and articles

Enablers and inhibitors of KAM in emerging markets

Research thesis | Darren Bayley’s MA dissertation is a case study of the implementation of KAM across the Middle East, Africa, Central and Eastern Europe, India and the Commonwealth. It highlights the importance of alignment, relationships and trust which are also fundamentals of more sophisticated KAM. And also limitations arising from basic IT systems and…

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Papers and articles

Rewarding KAM performance

Article | Survey findings. Rewarding key account managers is far from simple: rewards are generally linked to performance, and there are different views of what constitutes performance in KAM. Furthermore, while most organisations hope that rewards act as incentives, there are some approaches which actively disincentivize desirable outcomes. A good proportion of key account managers…

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Papers and articles

How to win with Procurement

Article | Trying to avoid Procurement is a really bad idea – much better to understand and build trust with the function. Key account managers often fail to understand the customer’s buying journey and Procurement’s role in it. Jens Hentschel of Fivis shows a 5-step model to guide key account managers in dealing with Procurement’s…

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