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Technology/ Digitisation

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Papers and articles

The KAM Blueprint- Customer-Centric, Data-Led, AI-Enabled

In this forward-looking blueprint, Nima Heirati and Matt Wilkinson outline how Key Account Management must adapt to digitally driven buying journeys and AI-enabled engagement. The article presents a practical framework for combining digital tools, data, and targeted human interaction to improve customer experience and commercial outcomes. It shows how KAM teams can automate the transactional,…

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Papers and articles

Forget B2B, Soon It Will Be M2M- Why KAM Must Evolve or Die

In this provocative article, Geoff Quinn examines the rapid shift from traditional B2B commerce toward machine-to-machine (M2M) transactions and the profound implications for Key Account Management. As automation absorbs low-complexity buying, the article argues that KAM must evolve from a transactional role into a strategic, value-led function focused on trust, integration, and long-term partnership. It…

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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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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

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

Hybrid Working

People talk a lot about hybrid working, but what is it exactly and how does it relate to KAM? It refers to off-site working (not necessarily working from home) and exists in a continuum from one desk/one person with oversight from the supervisor to ‘smart maturity’ – working wherever, whenever – just deliver! Key account…

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Papers and articles

KAM in the coronacrisis

Key Account Managers play pivotal roles in securing smooth business operation in a crisis period. You control a major part of your company’s business and much depends on you to help your company and your customer cope with the difficulties. Communication with your accounts is crucial: one customer said ‘You can always tell a good key account manager from a…

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AKAM Workshops & Conferences

AKAM Technical: Technology in KAM

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…

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AKAM Workshops & Conferences

Impact of digital transformation and pandemic on KAM – 4th Annual AKAM Conference

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…

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AKAM Workshops & Conferences

Insights on tools and methods for selecting the right key customers – 2nd Annual AKAM Conference

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.…

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