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Key account customers

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AKAM Workshops & Conferences

Understanding and developing relationships with key accounts

‘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…

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Webinar

Supply chain

Since the pandemic supply chain security is front of mind in every customer. But do you know how supply chains work? Can you discuss and understand the risks and opportunities in supply chain developments? Indeed, supply chain issues can derail some of the most exciting initiatives key account managers might propose. So a basic understanding…

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Webinar

Marketing

Marketing and KAM are thoroughly intertwined: KAM itself is, in effect, marketing to a segment of one, while understanding that there are many sub segments inside that ‘one’ who want different things, talk different languages and respond in different ways, so it’s worth understanding marketing basics. You may be using them unconsciously but you can…

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Webinar

Buying and Procurement

Key customers employ professional Procurement people, so key account managers must appreciate and respond to the underlying principles they apply and how they work. Procurement is frequently frustrated by suppliers’ lack of understanding of their environment, role and processes. They are unimpressed by simple offers of high quality and value without translation into profit for…

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Webinar

Essential Key Account Management

You may have plenty of experience as a key account manager, but maybe you haven’t had the relevant training/education that underpins the role. But KAM has a substantial body of research and theory, about what it is (and is not); relationships between complex suppliers and complex customers; how KAM works and a particular focus on…

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Diagnostics and tools

Offer comparator

This simple diagnostic focuses minds on what the key account really values versus what you and your competitors are offering. It helps to cut through undue optimism, unnecessary pessimism to objectively identify what is really important to the customer. And hence, whether your value proposition is relevant and strong, where it is good enough and…

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Papers and articles

Key Account Managers talking KAM

Gwenola Ducamp of Vetropack and Matt Sankary of ShipMoney are key account managers in very different sectors – manufacturing and financial services – yet they share a lot of the same challenges. In this conversation they share their current issues, how they are approaching them and look at the future, especially the role of technology,…

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Papers and articles

Alliance Management and KAM: mirror images

Supplier alliance management and key account management have converged over the last 20 years and are now closely connected. Mike Nevin’s case studies demonstrate the very substantial value that can come from working with the ecosystem – beyond traditional, two-party buyer-seller pairings. His 52 best practices in strategic alliances is a great checklist that applies…

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Webinar

Navigating the Journey of a Complex and always Changing Account

In this webinar Dennis Chapman, a seasoned KAM practitioner based in the US, addresses the issues of complexity and constant change in Key Account Management. KAM implementation depends on wide and deep customer relationships and a real understanding of the customer journey in its dealings with your organisation. Value is delivered through the many touch…

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Webinar

3 drivers of KAM success

Simon Hazeldine explains his three keys to KAM success. You should be mindful that “You will be delegated to people you sound like. Be a business-person not a salesperson.” Which has to be based on having a customer business-focused strategic key account development plan, with core elements identified by Simon. Sound, practical guidance for key…

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