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Key account customers

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Papers and articles

When KAM corrupts

This article summarises a longer paper on ‘Boundary spanner corruption: a potential dark side of multi-level trust in marketing relationships’ (also available in Member Resources here). These aren’t familiar terms to practitioners, but perhaps they should be – boundary spanner corruption is becoming an increasing threat in relationships between key account managers and their counterparts!…

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Papers and articles

The QBR Delusion (abridged)

With the dramatic decline in face-to-face meetings post-pandemic, Quarterly (or regular monthly/annual) Business Reviews (QBRs) now represent the biggest opportunity for suppliers to demonstrate value and innovation, share insights and expertise, and create demand for additional services. These are the most visible and widely recognised representations of your organisation within your customers. So what do…

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Member Resources

Boundary spanner corruption: a potential dark side of multi-level trust in marketing relationships

What do you know about the ‘dark side’ of KAM relationships? For many years the authors of this research investigated and advocated the importance of trust in key supplier/customer relationships. But it’s not quite as simple as that. They define corruption as the ‘voluntary collaborative behaviour between individuals representing different organisations that violates their organisations’…

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Member Resources

The QBR Delusion (full report)

With the dramatic decline in face-to-face meetings post pandemic, Quarterly (or regular monthly/annual) Business Reviews (QBRs) now represent the biggest opportunity for suppliers to demonstrate value and innovation, share insights and expertise, and create demand for additional services. These are the most visible and widely recognised representations of your organisation within your customers. So what…

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Podcasts

Strategic key account plans: Why aren’t they better?

This podcast addresses the crucial question of ‘Why are strategic key account plans often so awful?’ Experienced KAM consultants Paul Wilson and Diana Woodburn demonstrate how critical these plans are to KAM success through their discussion of what these plans should contain and how they should be used. They collect together the ideas for development…

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Webinar

How to build better remote relationships with clients.

It’s not easy to build a relationship online, and most of us aren’t going about it the right way. as Kim Arnold tells you in this incredibly useful presentation, more is just more! We send too many standardised emails. You need to take time to acknowledge your customer as a person and inject some of…

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Webinar

How to build winning relationships with Procurement.

Jens Hentschel represents the Procurement side of the KAM relationship. Having worked in the role for over 15 years, he is clear about what key customers expect – and it’s different from what most suppliers think. Did you know that Procurement assesses you constantly on your level of customer-centricity? In fact, they actually evaluate you…

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Webinar

Developing value from strategic relationships.

Michael Winslow has a huge experience in Procurement, including several mega global players. In this webinar he offers a number of models that are tremendously useful to both customers and suppliers: for example, on different levels of trust; selection of key suppliers and their potential contribution to the customer’s business; partner relationships and how they…

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Webinar

Account Based Marketing (ABM)

Did you know that 57% of the buying journey is complete before Sales even enters the picture? With ABM/DBM by your side, you can quadruple win rates, an opportunity too compelling to overlook. In this webinar, Andrea Clatworthy of Fujitsu distils the range of ABM definitions into a simple, yet powerful concept: “Getting the right…

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Papers and articles

What do strategic customers want?

Former Travis Perkins Fleet Director (‘everything and anything with wheels!’) Graham Bellman, shares his views on supplier management, good KAM and strategic partnerships. Relationships are important but it’s what comes out of them that really matters: trust, performance, support when needed and practical innovations. Contrary to what a lot of key account managers think, price…

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