Papers and articles
KAM in the pharmaceutical industry
KAM is misunderstood and misapplied in big Pharma. An interview with Paul Wilson of Viatris
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Papers and articles
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Papers and articles
Highly successful Key Account Managers
How are they recognised, what do they do? Identifying highly successful key account managers requires measurement of success resulting from their work rather than the luck of the market, i.e. not revenue, which is often a false indicator. Richard Ilsley explores the traits of highly successful account managers, such as willingness not only to embrace change, actively looking…
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Papers and articles
What makes a good key account manager?
In this article from Bulletin No. 3, Mike Green shares his personal experience gained as a key account manager and director in AMEX and RM Results. He identifies the competencies required in terms of communication/influencing skills; relationship management skills; and functional skills. Although the requirements may vary depending on the organisation’s KAM strategy, whether they…
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Papers and articles
Comment positionner ses KAM au sein de son organisation?
Au sein d’une entreprise, la place des commerciaux responsables des comptes stratégiques, ou KAM, est toujours particulière. Ils ne sont pas présents dans toutes les entreprises, mais, quand c’est le cas, ils ont souvent plus d’autonomie que les autres et évoluent sur des projets de plus long terme. Il faut donc savoir définir leurs attributions…
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Papers and articles
Steering the customer experience
Customer Experience Management (CEM) is a pragmatic way to help your organization become more customer centric through understanding and acting upon the customer’s needs. Michael Widing uses his 20 years’ experience to explain the 3-step process to debrief customer insights from the frontline and bring them straight back to all the support functions and top management. It’s very…
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Papers and articles
Championing KAM: The Pfizer Center of Excellence
Pfizer recognized that an enterprise-wide shift would be required to address and evolve the structure of traditional sales, in order to create a more agile and innovative customer-centric approach via KAM, so it created its KAM Center of Excellence (CoE) to provide consistency in language and processes, support the business to build expertise and capabilities in KAM,…
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Papers and articles
Is trust in KAM obsolete?
This article is part of Scott Waugh’s MA research (full text also available on this page), exploring the Challenger Selling approach, which asserts that customers can endorse wholesale business change without the need for a pre-established relationship, or trust. It might be possible, but generally customers were looking for credibility, commitment and consistency and a host of other attributes…
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Papers and articles
Drawing a line between AM and KAM
There is a lot of unhelpful confusion around Account Management and Key Account Management and a lack of clarity about the difference in nature and goals. AM is a plain necessity for B2B suppliers, while KAM is a strategic choice that should be a core element of the operating model and strategic capabilities of the organisation. Companies with…
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Papers and articles
Importance of trust in Challenger selling
When Scott Waugh (Siemens) heard the authors of the ‘Challenger Sale’ assert that traditional relationship selling was redundant in favour of knowledge-based selling, he was curious enough to research whether trust was redundant too. However, participants agreed that the opportunity for repeat purchases was reduced if relationships broke down, which could be caused by untrustworthy behaviours. So which…
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Papers and articles
Measuring the success of Key Account Management
How do you know if you are doing the right things? KAM can deliver exceptional levels of growth for organisations, but to achieve it requires focus, investment and ongoing support. To maintain this backing, KAM needs to demonstrate strong progress in areas that link to the organisation’s goals and to paint a rich picture of opportunities. In…
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