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Organisational KAM

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Webinar

The power of real insight in long lasting customer relationships

Unlocking the Power of Customer Insight for on Delivering Long-Lasting Customer Relationships. Dive into the insightful conversation between Helen Wilson, Chief Experience Officer at IPSOS, and Maggie Chandler, Leader in CX Transformation. Delve into the science of the ‘Forces if Customer Experience and their impact on Key Account Management (KAM) strategies. Discover the essential elements…

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Papers and articles

Joining the dots: from KAM to bidding

Bidding and bid management are an important part of KAM. Some companies try to separate them, contrary to what Jeremy Brim and AKAM believe – that business growth comes from generating sustained, focused momentum, driven by Key Account Managers. Key account managers are a superpower when bidding, bringing a great level of insight and connectivity…

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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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Case Studies

A Practitioners Glance at Organisational Effectiveness in KAM

Gülnur Durak of Daikin Europe (personal environment control via heat pumps and air conditioners) presents a great case study of how an organisation reoriented itself towards its key accounts. She explains how listening to key customers changed the way the company worked with them and intermediaries. Daikin key accounts now benefit from the integrated interface…

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AKAM Workshops & Conferences

C-Level sponsorship and engagement in building strategic partnerships

AKAM Board member Dominykas Cibulskas used these slides to illustrate his presentation to the Marcus Evans Conference on Strategic Account Management, held in Amsterdam in November 2023. He’s clear that key accounts expect their suppliers’ CEOs to be involved in the relationship, but in lots of companies, the CEO stays away and insists KAM is…

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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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