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Procurement can often seem like a black box, but understanding how it really works can be a major advantage in Key Account Management. In this session, procurement expert Jonas Olsson flips the perspective, helping KAM professionals see the world through the buyer’s eyes. With over 20 years of procurement experience and a sharp understanding of…
Are you just managing accounts, or are you changing your organisation? Daniel Santos, former Sales Director at GSK and current LBS Sloan Fellow, argues that
‘People buy from people?’ But do they? How do relationships work in KAM? What exactly is the purpose of these resource-hungry relationships? What do customers and suppliers expect of them? They won’t be the same things, and you may well have ‘supplier delusion’ anyway. Understanding the different stages of KAM relationships – from Basic through…
What does KAM look like when it becomes the core of a company’s strategy? In this case study, EMCOR UK’s Chief Operating Officer Ian Meaden shares how one of the country’s top FM suppliers turned an intuitive understanding of customer needs into a formalised, long-term KAM programme. From training every cohort of key account managers…
What can the pharmaceutical industry teach us about complex KAM? Consultant Frans van Schelven draws on his experience helping global pharma firms implement KAM in diverse healthcare systems. With customers ranging from prescribing doctors to integrated care systems and policymakers, pharma offers a model for tailoring your KAM strategy to varied decision-makers. This article explores…
Can government be treated like a key account? Anthony Arkle, Head of Public Affairs at Skanska UK, believes it can—and should. This article explains how Skanska built structured account plans to engage strategically with the UK Department for Transport and other public bodies. Drawing on his experience from both sides of the public-private divide, Anthony…
Why should your organisation rethink KAM? Expert Mark Davies explains why many traditional KAM practices fall short in today’s volatile, uncertain, complex, and ambiguous (VUCA) market environment. He advocates a shift towards Value-Based KAM built on four critical building blocks — Offer Development & Innovation, Key Account Leadership, KAM talent, and Value-Based Strategy. Focus there…
Prof Nima Heirati explores what it takes to lead a truly customer-centric digital transformation in KAM. With insights from Gartner and years of research into innovation, digitalisation and customer experience, he outlines the critical challenges facing B2B organisations today and how technology can help. Particularly useful is the distinction between technologies supporting the external customer…
Is your Key Account Management ready for the digital era, or getting left behind? Christian Calcagni, Strategic Advisor at Rocket.Chat, explains why embracing new technology
Dr Hajo Rapp, Head of Strategic Account Management and Sales Excellence at TÜV SÜD AG, presents an unconventional view of organisational silos, traditionally seen as detrimental to effective KAM. While acknowledging their drawbacks, Dr Rapp identifies hidden strengths of silo structures, including specialisation, accountability, and operational agility. Instead of dismantling silos, he advocates for strategically…
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