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Webinar

Measuring and managing customer profitability

Do you really know which of your customers are profitable? And are you making decisions based on revenue, or on true value? In this session, Gary Cokins explores how organisations can move beyond traditional financial reporting to understand the real profitability of customers, channels and products. Drawing on activity-based costing (ABC) and performance management principles,…

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Member Resources

The Pit Crew Advantage: The Hero’s Journey for Key Account Management

Every great story has a hero, but the hero never succeeds alone. In Key Account Management, the “hero” is the customer, and the account team plays the critical role of the pit crew—the special resource that helps them win the race. This session with Adrian Davis explores how KAM is truly a team sport and why…

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Amplifying SAM with Customer-Led Account Based Marketing

In this AKAM webinar, Dominique Côté, Founder of COSAWI, and Kate Burda, Founder of Kate Burda & Co, explore how a customer-led approach to account-based marketing can strengthen and amplify Strategic Account Management. The session focuses on integrating SAM and marketing around the customer journey, moving beyond inside-out campaigns toward team-enabled, value-led engagement. Through practical…

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Webinar

KAM behind the scenes

What really needs to be in place before you launch a Key Account Management programme? And what happens if you move too quickly? In this practical session, Armelle Dupont shares hard-earned lessons from building and reshaping KAM programmes across multiple organisations. Rather than focusing only on methodology, this webinar explores the foundations that must be…

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Webinar

KAM success demands internal alignment – Continued

In this follow-up to the popular first session (watch the first webinar here), Denise Freier and Bob Sacco reveal how internal alignment enables true account leadership and sustainable growth. Drawing on decades of experience at IBM and beyond, they share practical frameworks for aligning leadership, teams, and clients around shared goals to strengthen execution and…

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Webinar

Plan to win: Boost your value with an effective strategic planning process

What does it take to move from protecting revenue to actively creating value in your key accounts? And how can account strategy become a true driver of growth rather than just a planning exercise? This session with Tim Mueller explores how Strategic Account Management can shift from a defensive mindset to a proactive, value-based approach.…

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Webinar

What don’t you know about Procurement?

Procurement can often seem like a black box, but understanding how it really works can be a major advantage in Key Account Management. In this session, procurement expert Jonas Olsson flips the perspective, helping KAM professionals see the world through the buyer’s eyes. With over 20 years of procurement experience and a sharp understanding of…

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Webinar

Rethinking Key Account Management

Why should your organisation rethink KAM? Expert Mark Davies explains why many traditional KAM practices fall short in today’s volatile, uncertain, complex, and ambiguous (VUCA) market environment. He advocates a shift towards Value-Based KAM built on four critical building blocks — Offer Development & Innovation, Key Account Leadership, KAM talent, and Value-Based Strategy. Focus there…

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Webinar

Have you got the right ingredients for KAM?

What separates a good KAM programme from a great one? In this practical and insightful session, KAM expert Olivier Rivière unpacks the six essential ingredients for implementing Key Account Management that works at scale, across functions, and with measurable impact. Drawing from extensive experience in complex sales ecosystems, Olivier explores strategy, culture, skills, governance and…

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Webinar

Customer-centric digital transformation in KAM

Prof Nima Heirati explores what it takes to lead a truly customer-centric digital transformation in KAM. With insights from Gartner and years of research into innovation, digitalisation and customer experience, he outlines the critical challenges facing B2B organisations today and how technology can help. Particularly useful is the distinction between technologies supporting the external customer…

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