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Organisational KAM

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Papers and articles

An introduction to the key elements of a KAM initiative

Companies frequently launch their Key Account Management programme without having considered all the pieces essential to its success. KAM is a strategy that goes way beyond sales management, not least because the whole company is involved in delivering its promises to key customers. In this substantial paper Dr Olivier Rivière explains how and where to get started on defining and scoping your organisation’s approach. The Sales…

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Diagnostics and tools

Strategic key account plans: format

There is a fair amount of work to do to produce a strategic key account plan – you don’t want to spend time trying to decide on a format. Use this downloadable tried and tested framework to communicate necessary information and plans in a logical and coherent form that anyone who needs to know in…

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Diagnostics and tools

Strategic key account plans: worksheets

Where/how do you start to write a strategic key account plan? First comes the collection and analysis of information, then interpretation and thinking, before creating strategies that will be powerful for your company and the customer’s business as well. These downloadable worksheets help you to digest and use what you know about the customer and come…

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Webinar

Strategic key account plans in practice

The quality – even the existence – of strategic key account plans is patchy even in some of the most forward-looking organisations. Why is that? After all, these are the principal instruments through which key account managers secure the resources they need from their own organisation and the commitment to future business from the customer.…

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Diagnostics and tools

Transitioning to KAM (1): the different phases of KAM development

Any organisation needs to take much the same actions to develop and establish key account management as any other. A ‘rough and ready’ assessment from internal sources can show far the company has progressed along the KAM transitioning curve, by identifying which essential actions for KAM development have been taken, and to what extent. Valuable…

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AKAM Workshops & Conferences

Alignment between KAM teams and Sales – 4th Annual AKAM Conference

Darren Bayley describes the role of the key account manager from the point of view of Straumann, in the global medical device sector. He demonstrates the importance of communication and coordination in the complex network of internal and external relationships, based on the key account plan. Digitalisation technology – IT collaboration platforms in particular –…

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Papers and articles

What is Key Account Management?

Ask six people what KAM is and you’ll probably get six different answers, albeit with some common threads and themes. In contrast, AKAM is clear about what Key Account Management is, what a key account is, and what a key account manager is. This statement also identifies critical elements of KAM which means you can see when and where it is really happening,…

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Webinar

How to avoid contract disputes

Once you’ve reached an agreement with your key account, probably the last thing you want is to get bogged down in the legal ‘details’ of the contract. But that approach could rebound disastrously! Jeremy Newton amply highlights the importance of clarity and anticipation in contracts. It may seem like legal negativity at the time, but…

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Key account strategies

Why KAM fails Pt. 2

Richard Ilsley and Olivier Rivière agree that focusing solely on revenue is a pitfall, and discuss the power of setting clear alternative goals that involve every corner of the company. They explore the essential need for clarity in organizational goals, effective measures, and a shift from short-term pressures to long-term success. Uncover the strategies to…

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Webinar

Team engagement and effectiveness

Key customers, when asked why they select one supplier over other options, frequently refer first to the quality of the chosen suppliers team, the alignment, efficiency of working and ease of jointly building business. Yet in many key account programmes, the focus is on the rigors of account selection, strategies, value propositions and customer insight…

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