Daniel Svvennsen
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Working with internal stakeholders
Adrian Davis – President, Whetstone Inc. | Principal Partner, The Summit Group
Why Marketing is essential to KAM
There has been a long-running war between Sales and Marketing that is not only counter-productive in KAM but also hugely wasteful of an invaluable resource. Technology is/should be increasingly deployed in KAM, and Marketing has mastered digital communications that have a reach and currency that key account managers can’t achieve alone. Furthermore, marketing analytics can…
The role of deals and business networks in innovation processes
Per Ingvar presented a case study on innovation focusing on networks that facilitate the process. The case traces the invention and eventual commercialisation of Transchateter Aortic Valve Implants over a period from 1989-2014. The role of KAM increases in potential towards the end of the commercialisation process, reflecting the dynamics of supplier-user interaction and the…
Successful service infusion
Dr Nima Hierati of Queen Mary University, London distinguished between product-focused services (like maintenance, guarantees etc) and customer-focused services (e.g. financing, cooperative marketing). Manufacturers seem generally focused on the former and often neglect the opportunities offered by the latter.
A case study in influencing
Is this a case study in influencing and gaining great business or an example of taking advantage of a customer with a problem? When a key customer had an aborted product launch and needed emergency chilled storage for perishable products, Girteka was able to help – but at over twice the going rate! The customer…
The role of strategic orchestrator: the key account manager and senior management
This topic attracted a strong response! Over 40 key account managers, programme directors, academics and consultants hotly debated the issues that arise from the involvement of senior management in KAM. Is it essential? Basically yes: and Dr Lesley Murphy demonstrated research on why. Too often, senior managers seem to think they can simply give their approval…
**Empowering lives through knowledge and imagination
Co-creation of value is the key to successful KAM – 4th Annual AKAM Conference
Siemens has long been considered a leading exponent of KAM/GAM. In this session, Bjarne Lykke Sørensen, CEO Siemens Denmark, describes the challenges and opportunities in dynamic, fast developing business environments and how they will be addressed by supplier/ customer/ partner ecosystems. Key account managers need to grow into their crucial roles in these networks. Bjarne…
Software Technology in KAM
Technology applicable to key accounts has taken a long time to arrive, with software vendors generally focused on managing large numbers of fairly simple customers rather than in-depth knowledge about a few large and extensive key accounts. Now there is a quite bewildering array of programmes, albeit still from a limited number of vendors, which…
