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Key account managers don’t give nearly enough time and attention to internal stakeholders – the people who can make or break your carefully constructed, wizard strategic key account plan. Adrian Davis highlights where and why the barriers exist. Those internal stakeholders are still human, with anxieties and ambitions that may appear to be at odds…
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…
This topic attracted a strong response! Over 40 key account managers, programme directors, academics and consultants hotly debated the issues that arise from the involvement of senior management in KAM. Is it essential? Basically yes: and Dr Lesley Murphy demonstrated research on why. Too often, senior managers seem to think they can simply give their approval…
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…
Too often, senior managers seem to think they can simply give their approval to KAM and leave it at that, which doesn’t work for many reasons. It isn’t what key accounts expect, for a start, and it leaves key account managers battling to get the commitment they need from the rest of the company to…
The role and importance of metrics was highlighted by Professor Patrick Godfrey of the University of Bath, who said “Measurement closes perception gaps and enables us to demonstrate the value we add.” This was the first of a new series of AKAM ‘Technical’ workshops or masterclasses which answer a demand from KAM professionals who want to…
AM has been around for three decades. For 30 years, large global vendors have been keen to develop privileged relationships with global customers, based on the promise to seamlessly deliver a similar offer and experience across the globe. Professor George Yip of Imperial College London, one of the first GAM ‘explorers’, pointed out that although the definition of…
Starting from her discovery that existing academic descriptions of leadership in global positions didn’t match the situation and requirements of global account managers, Dr Sylvie Lacoste set out to find an appropriate alternative. She incorporated different determinants – including the customer, which didn’t apply to other forms of global leadership – to apply to describe…
Have you seen AKAM’s selection of recorded webinars for Key Account Managers? As a member of the Association for Key Account Management, you have exclusive access to the ‘member resources’ section of the website. AKAM’s ‘member resources’ is a Key Account Managers archive of informative and educational resources. In the member portal, you will find…
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