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Papers and articles

Key Account Management- Measuring Success Strategically and Operationally

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…

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Papers and articles

The Alignment Imperative- Solving the #1 Challenge in Key Account Management (Part One)

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…

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Papers and articles

The KAM Blueprint- Customer-Centric, Data-Led, AI-Enabled

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,…

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Papers and articles

Forget B2B, Soon It Will Be M2M- Why KAM Must Evolve or Die

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…

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Papers and articles

Measuring and Managing Customer Profitability

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…

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Papers and articles

An Open Letter to Supplier CEOs- Your KAM Strategy is Broken (And Only You Can Fix It)

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…

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Papers and articles

Looking Ahead- How Corporate Foresight Can Strengthen KAM

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,…

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Papers and articles

What do Key Accounts really value?

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…

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Member Resources

Amplifying SAM with Customer-Led Account Based Marketing

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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Bulletin

Bulletin Q1 2026

The Q1 2026 edition of the AKAM Bulletin brings together four timely and practice-led perspectives on how Key Account Management must evolve to remain credible,