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Every great story has a hero, but the hero never succeeds alone. In Key Account Management, the “hero” is the customer, and the account team plays the critical role of the pit crew—the special resource that helps them win the race. This session with Adrian Davis explores how KAM is truly a team sport and why…
In this article, Rafi Habibian explores how organisations can measure KAM success in a way that reflects both strategic impact and day-to-day execution. Moving beyond narrow financial KPIs, the article introduces a balanced approach that combines results, behaviours, and account-level objectives. It provides a practical framework for leaders and practitioners to assess whether KAM is…
In this article, Denise Freier and Bob Sacco address the most persistent challenge in KAM: internal alignment. Drawing on decades of research and leadership experience, the authors explain why KAM success depends less on individual brilliance and more on an organisation’s ability to operate as a unified team. Part One focuses on the critical role…
In this forward-looking blueprint, Nima Heirati and Matt Wilkinson outline how Key Account Management must adapt to digitally driven buying journeys and AI-enabled engagement. The article presents a practical framework for combining digital tools, data, and targeted human interaction to improve customer experience and commercial outcomes. It shows how KAM teams can automate the transactional,…
In this provocative article, Geoff Quinn examines the rapid shift from traditional B2B commerce toward machine-to-machine (M2M) transactions and the profound implications for Key Account Management. As automation absorbs low-complexity buying, the article argues that KAM must evolve from a transactional role into a strategic, value-led function focused on trust, integration, and long-term partnership. It…
In this article, Gary Cokins challenges one of the most persistent assumptions in business: that revenue growth equals value creation. Focusing on the often-hidden reality of customer profitability, the article explains why traditional accounting masks the true cost to serve individual customers and how this leads organisations to reward unprofitable behaviour. It sets out a…
In this direct and challenging article, Mark Davies argues that many KAM programmes are failing not because of poor execution, but because leadership has underestimated the scale of change required. Written as an open letter to CEOs, the article makes the case for moving beyond traditional relationship-led KAM toward a truly value-based model. Drawing on…
In this forward-looking piece, Christian Lautenschlager and Nektarios Tzempelikos explore how corporate foresight can elevate Key Account Management from reactive problem-solving to strategic partnership. The article introduces foresight-driven KAM as a practical way for account teams to anticipate change, co-create future solutions, and build deeper trust with key customers. With clear examples and simple tools,…
In this practical and insight-rich article, Paul Wilson addresses one of the most persistent challenges in KAM: the dominance of price-based conversations. Drawing on extensive experience and research, the article explores what key accounts truly value beyond cost, introducing a clear framework built around five core value pillars. It provides practical guidance on how KAM…
In this AKAM webinar, Dominique Côté, Founder of COSAWI, and Kate Burda, Founder of Kate Burda & Co, explore how a customer-led approach to account-based marketing can strengthen and amplify Strategic Account Management. The session focuses on integrating SAM and marketing around the customer journey, moving beyond inside-out campaigns toward team-enabled, value-led engagement. Through practical…
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