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This is a Powerpoint presentation from Antony Faughnan of EC Harris, telling key account managers a lot of what they need to know about how professional buyers approach supplier relationships. All too often, key account managers understand little about the customer’s strategy and therefore disregard it – dangerously – as being irrelevant in their dealings…
You will create more joint value and build longer-term relationships if you can align your objectives with Procurement’s. Going head-to-head is NOT inevitable, nor is it a winning strategy!  Who are Procurement clients and what is our relationship with them? What are Procurement clients’ undisclosed objectives? Pushing beyond the perception that all Procurement want…
There is plenty to be excited about in technologies applicable to KAM. But which ones are valuable and which might have you spending time feeding their voracious appetites for information when perhaps you should be using it on your customer? And which are helping you to new insights and which are over-the-top sledgehammers? Dr Olivier…
Alistair Taylor suspects a minority of companies operate executive sponsorship for KAM. Yet Rafi Habibian is clear that it’s essential to show the key account that the organisation is serious about their importance as well as demonstrating the role of KAM internally. But how does it work, what do good executive sponsors do – and…
 Dr Deva Rangarathan, Professor at IESEG Business School explores the pandemic-driven but probably permanent changes in KAM and customer relationships. Developments in digitisation have transferred more influence on the buying decision to marketing, particularly the early stages. Key account managers should recognise that, welcome the change, adapt to it and work proactively with marketing to…
At Dublin Airport KAM is driven not by single Key Account Managers but by a team of Key Account Managers, each of them being an expert of his/her field and coordinating a complex set of interactions with their counterparts on the airline side. Edel Redmond, Head of B2B Marketing, emphasised the importance of clarity in roles and…
Many industrial firms have moved from products to offering bundled products and services, redefining the notion of customer value, which is no longer about fulfilling predefined needs but exploring issues with the customer and defining the best answer. Professor Jakob Rehme (Linköping University, Sweden) explained how this approach requires a major change in terms of Account…
The crucial job of selecting key accounts was addressed by Dr Marco Sisti of SDA Bocconi University in Milan. The idea of choosing key accounts according to size of their past sales with the supplier is regrettably still very common. There are definitely better ways of carrying out this all-important task, as this very practical presentation demonstrated.…
Karim Bennaziz Houmane, Global Head of Commercial Cards Sales, BNPParibas highlighted critical issues that have developed in KAM – deterioration of the relationship mode back to a transactional mode, circular conversations or the ‘continuous crisis’ mode and reduction of the KAM to problem solver. He introduced the idea of ‘double loop learning’ as a route to more…
Andrea Dori’s industry has also changed out of all recognition in the last few years. At one time, Illycaffè simply sold excellent coffee, but now, in addition to having extended its product and brand range, the company sees itself as participating in the hospitality industry. Whereas once it sold on the basis of quality, consistency…
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