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KAM communications

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Papers and articles

Why are senior managers (not) involved with their firm’s most important customers?

There are radically different views on whether senior management should or should not be directly concerned with key customers. Sometimes challenging issues require the authority of the CEO, and senior managers in direct customer contact are generally more sympathetic to and accommodating about their needs and expectations. Customers have a view about their position with the supplier…

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KAM communications

Are you ready for ABM?

Account Based Marketing (ABM) is, almost without question, the buzzword in B2B marketing at the moment. But what is it, and how should you be thinking about using it as part of your KAM strategy? Fujitsu’s renowned ABM expert Andrea Clatworthy explains what ABM is and is not – for example, it’s not something that marketing do…

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Papers and articles

Why is Account-Based Marketing the hottest topic in KAM?

Research has shown that sophisticated buyers and customers tune out from everything except the most relevant messages and content. Two-thirds of senior executives don’t believe a salesperson knows enough about their business to bring value to a meeting, and only a quarter of them are prepared to take a second meeting! That means that 2 out of…

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Papers and articles

Why are senior managers (not) involved with their firm’s most important customers? (In brief)

This very brief summary of conclusions from Victor Wullink’s Masters thesis gives a flavour of what he discovered from interviewing seven very different companies. He found that a relationship exists between the degree of KAM embeddedness in a firm and top management involvement. Its importance in terms of acquiring and retaining customers depends on customer perceptions, particularly when the product can be…

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Papers and articles

Are you really managing key account risk?

Risk awareness has always been in the long list of skills required of key account managers, but it is rarely high enough on the list, and awareness is not enough anyway. Being in business is about managing risk as well as making profits. Most risk is considered as financial, and while the ultimate impact may…

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Papers and articles

Crafting key account value propositions to win more business

Value propositions have been described as one of the most valuable concept in sales and marketing, and at the same time, one of the least well understood and executed. So Alistair Taylor’s paper from bulletin No 2 performs a useful role in clarifying what the role of value propositions in KAM. The aim is for…

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KAM communications

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…

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Webinar

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…

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Papers and articles

ABM- is it KAM, CRM or something completely different?

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.…

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KAM communications

Digitisation survey results

Nearly everyone agreed that the pandemic had driven up customers’ use of digital applications, particularly communication platforms. It had certainly speeded up digital transformation initiatives. And everyone agreed that hybrid working is here to stay for account managers. But while some people thought that communication had been improved, others thought it had worsened and the…

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