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Key account customers

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Member Resources

Co-creation of value is the key to successful KAM – 4th Annual AKAM Conference

Siemens has long been considered a leading exponent of KAM/GAM. In this session, Bjarne Lykke Sørensen, CEO Siemens Denmark, describes the challenges and opportunities in dynamic, fast developing business environments and how they will be addressed by supplier/ customer/ partner ecosystems. Key account managers need to grow into their crucial roles in these networks. Bjarne…

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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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Member Resources

Think big, act small

Armelle Dupont demonstrated the importance of objective, criteria-based account selection over the intuitive and often backward-looking selection applied by SMEs (and bigger companies too). The Loccioni story was told from the point of view of a key account manager, Mattias Bernhard, which highlighted a different selection and operating approach for only partly dedicated key account managers in a common SME…

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Finance

Which KAM relationships matter most? – 4th Annual AKAM Conference

Business is not democratic and there’s no doubt that some relationships are more important than others. Jerid Lydic of Pfizer KAM Center of Excellence in the US amply demonstrates why and what they should imply. “Relationships incur costs to develop and manage…so they should be treated as an investment and … productive.” But the key…

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Finance in KAM

Know the numbers – 4th Annual AKAM Conference

Dennis Chapman firmly believes ‘What gets measured, gets improved’. So in this session he explains and positions the metrics that can be deployed to drive KAM forward. Given the amount of data available, though, it’s important to understand which metrics to follow and what they imply. Triangulating internal insights with external insights and industry data…

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