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This simple diagnostic focuses minds on what the key account really values versus what you and your competitors are offering. It helps to cut through undue optimism, unnecessary pessimism to objectively identify what is really important to the customer. And hence, whether your value proposition is relevant and strong, where it is good enough and…
Kate Burda shared a collection of compelling research data on major changes in purchasing and how ABM (Account Based Marketing) is leading the way in new approaches to customers, current and potential. While there will always be a personal element in working relationships with key accounts, much of the activity around them is already and…
Richard Ilsley and Olivier Riviere, highly experienced trainers themselves, discuss how and why training often doesn’t work. In part it may be because what it is supposed to deliver hasn’t been defined, no objectives have been set. But should those objectives be hardwired to the commercial targets of the organisation, or should they represent intermediate…
Armelle Dupont (Group Customer Experience Manager, Vetropack) explains very clearly the considerable depth and range of responsibilities expected of her company’s key account managers – and selling doesn’t get a mention! John Bailey (Director Of International Key Accounts & OEMs, Hiab) agrees. Both companies specifically match each key account manager with the customer they will…
AKAM would be the first to say that KAM is not a cure-all, and Olivier Rivière picks out two organisational capabilities that must underpin any KAM initiative: Complex Sales and Account Management. Companies often don’t recognise that deficiencies in these areas are contributing to their underperforming KAM programme. Complex Sales focuses on generating and closing…
Dominique Côté underscores the importance of KSAM in responding to the disruptive, fast-changing landscape She identifies three essential elements for success: Creating a Center of Excellence (COE) Securing Executive Sponsorship Integrating Account-Based Marketing (ABM) She explains what they mean and why they matter so much. Each of them plays a vital role in enhancing KSAM…
Gwenola Ducamp of Vetropack and Matt Sankary of ShipMoney are key account managers in very different sectors – manufacturing and financial services – yet they share a lot of the same challenges. In this conversation they share their current issues, how they are approaching them and look at the future, especially the role of technology,…
KAM success is probably hampered more a lack of Internal alignment than anything else! Certainly, it’s not the customers who get in the way. In this webinar Denise Freier, ex CEO of SAMA in the US, and Bob Sacco shared their experience, from IBM among others, to chart best practice. It’s clear that key account…
Janti Masani looks at the personal characteristics of successful key account managers in this Bulletin article. Yes, you need structure to cope with the dynamic situations and relationships in KAM, but there’s new emphasis on authenticity and collaboration. It’s no longer sufficient to have a strong tendency to one or the other – it’s got…
Supplier alliance management and key account management have converged over the last 20 years and are now closely connected. Mike Nevin’s case studies demonstrate the very substantial value that can come from working with the ecosystem – beyond traditional, two-party buyer-seller pairings. His 52 best practices in strategic alliances is a great checklist that applies…
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Stay focused and current with the expert knowledge and practitioner experience you’ll find in the AKAM Bulletin. Every two months you’ll get an injection of KAM news, thought-provoking articles and tools/ideas you can utilise.
