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AKAM Workshops & Conferences

Growing business by managing the customer experience

Delegates were really interested in what Michael Widing, Hiab’s Customer Experience and Insight Manager, shared about Hiab’s approach to measuring and managing the customer experience. He challenged allegedly customer-centric companies to demonstrate what action they had actually taken to achieve genuine customer centricity. His demonstration of the process to capture net promoter scores, understand the…

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AKAM Workshops & Conferences

Change in procurement: the role of KAM

Kevin Wilson from Kedge Business School addressed the issue of change in public procurement and reviewed the impact of the 2014 EU directive on procurement in Europe in general, and upon the UK in particular. The general conclusion was that the new regulations, adopted by the UK in 2015, are largely positive and offer enlarged…

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Papers and articles

The road to successful KAM roll-out

As anyone who has done it will know, the road to introducing KAM is not smooth or easy but implementing KAM can deliver major growth and the highest levels of customer loyalty to those that get it right. Dominykas Cibulskas offers some wise words on how to make sure that you do get it right,…

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Papers and articles

Breeding the key account manager of tomorrow

Employability of sales students and salespeople is one of sales education’s major challenges. Dr Stefan Wengler shows how different skills should be delivered by different means of instruction, depending on the sales person’s ‘development stage’ as well as the ‘Key Account Management Cycle’.

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Webinar

Selecting and categorising key customers

Have you chosen the right key accounts? Key account selection is a critical process: a simple list doesn’t do it. A good process will demonstrate that key accounts are not all the same and how they should be managed differently. Dr Diana Woodburn shows how to select your key accounts, build a matrix to categorise…

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Case Studies

Supplier relationship management (SRM)

Mini cases | Supplier Relationship Management and KAM should be the mirror image of each other, though they are not entirely symmetrical. So there’s a lot that KAM can learn from putting itself in the customer’s shoes. Use these four case studies from Dr Beth Rogers to help your team understand, practice and agree a…

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Member Resources

Key Account Plans: What are they and why do we have them?

You can’t just write a plan, you need first to devise a strategy based on great customer understanding (why and how) before nailing down the activity (what?) and the people to address (who?). Key account managers often complain that plans are a waste of time and don’t get used – which is ironic, when it’s…

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AKAM Workshops & Conferences

Strategic Key Account plans and planning – AKAM Technical workshop, Lisbon, 2023

This AKAM Technical workshop (Lisbon, 2023) kicked off with the importance of strategic key account plans, arguably the most important thing a key account manager has to do. Which is at odds with the fact that they are commonly poor or even non-existent. So Dr Diana Woodburn explains how to construct the strategic key account…

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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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