Search by topic, author, keywords and more. Filter your results by content type by pressing the black settings button.
A short paper from Bulletin No 2 by Dr. Beth Rogers. ABM has been defined as ‘treating individual accounts as markets in their own right’, which sounds a lot like key account management. However, most ABM applications involve digital marketing to better serve mid-tier and small customers, and have proved rather successful in doing that.…
Too often, senior managers seem to think they can simply give their approval to KAM and leave it at that, which doesn’t work for many reasons. It isn’t what key accounts expect, for a start, and it leaves key account managers battling to get the commitment they need from the rest of the company to…
Armelle Dupont demonstrated the importance of objective, criteria-based account selection over the intuitive and often backward-looking selection applied by SMEs (and bigger companies too). The Loccioni story was told from the point of view of a key account manager, Mattias Bernhard, which highlighted a different selection and operating approach for only partly dedicated key account managers in a common SME…
Business is not democratic and there’s no doubt that some relationships are more important than others. Jerid Lydic of Pfizer KAM Center of Excellence in the US amply demonstrates why and what they should imply. “Relationships incur costs to develop and manage…so they should be treated as an investment and … productive.” But the key…
The role and importance of metrics was highlighted by Professor Patrick Godfrey of the University of Bath, who said “Measurement closes perception gaps and enables us to demonstrate the value we add.” This was the first of a new series of AKAM ‘Technical’ workshops or masterclasses which answer a demand from KAM professionals who want to…
AM has been around for three decades. For 30 years, large global vendors have been keen to develop privileged relationships with global customers, based on the promise to seamlessly deliver a similar offer and experience across the globe. Professor George Yip of Imperial College London, one of the first GAM ‘explorers’, pointed out that although the definition of…
Starting from her discovery that existing academic descriptions of leadership in global positions didn’t match the situation and requirements of global account managers, Dr Sylvie Lacoste set out to find an appropriate alternative. She incorporated different determinants – including the customer, which didn’t apply to other forms of global leadership – to apply to describe…
Dennis Chapman firmly believes ‘What gets measured, gets improved’. So in this session he explains and positions the metrics that can be deployed to drive KAM forward. Given the amount of data available, though, it’s important to understand which metrics to follow and what they imply. Triangulating internal insights with external insights and industry data…
Have you seen AKAM’s selection of recorded webinars for Key Account Managers? As a member of the Association for Key Account Management, you have exclusive access to the ‘member resources’ section of the website. AKAM’s ‘member resources’ is a Key Account Managers archive of informative and educational resources. In the member portal, you will find…
The judges said Maggie Free showed exceptional focus, resilience and tenacity as a key account manager. She started with a relationship that had soured after her organisation suffered a serious setback with a strategically important customer. Key accounts have long memories and Maggie had a big job to re-build trust with the customer, a major…
AKAM is a not-for-profit company registered in the UK, no. 15592485
Please confirm you want to block this member.
You will no longer be able to:
Please allow a few minutes for this process to complete.
Stay focused and current with the expert knowledge and practitioner experience you’ll find in the AKAM Bulletin. Every two months you’ll get an injection of KAM news, thought-provoking articles and tools/ideas you can utilise.
