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Webinar

Account Based Marketing in KAM: How does it work?

Mike Green and Kate Owen of Capita held a fascinating webinar on Friday 24th January 2020 for AKAM members, discussing: Is ABM just a cosmetic make-over of B2B marketing? Do Account-Based Marketers understand how one-to-few is different from one-to-many? How does ABM work with KAM? What do key account managers need to know about ABM? How should key account managers…

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AKAM Workshops & Conferences

Frameworks for putting KAM into action – 1st AKAM Annual Conference

Feedback from the March meeting requested a session on KAM frameworks and processes, presented here by Diana Woodburn, AKAM Chairman. She offered wide range of devices, most of which act first as diagnostics and then as decision-support tools and management action guides that convert into processes. Frameworks demonstrated included customer selection/categorisation, through risk assessment to key account prioritisation…

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Papers and articles

Can KAM exist in the FMCG war zone?

There is no mechanism for deciding fair shares in any market, especially FMCG. It’s a famously hostile environment where higher profits go to those who have the scale, skill and tenacity to fight hardest for it. That usually means a hostile, confrontational, competitive battle between manufacturer and retailer. How can a collaborative KAM approach survive here? Peter Reynolds…

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Papers and articles

How much is your key account worth?

Customer Lifetime Value and Customer Profitability Companies – and Key Account Managers – must consider the long term profitability of their key accounts. Anything less could be considered a dereliction of duty to their shareholders. Ability to deliver differentiated value to the customer determines how successful you will be. Because if the customer does not…

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Papers and articles

Crafting key account value propositions to win more business

Value propositions have been described as one of the most valuable concept in sales and marketing, and at the same time, one of the least well understood and executed. So Alistair Taylor’s paper from bulletin No 2 performs a useful role in clarifying what the role of value propositions in KAM. The aim is for…

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Papers and articles

Is Key Account Management the same in large and small companies?

Short paper from Bulletin No 1. Following the AKAM workshop in June 2017, Olivier Riviere concludes that size doesn’t matter for the fundamentals of KAM. But KAM, whatever its degree of sophistication, requires more resources than plain Account Management, and if those resources are allocated to KAM, they cannot be used for another purpose. So there…

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Diagnostics and tools

Negotiating with key accounts: The Power Grid

The Power Grid is a simple and effective way of maintaining focus on ensuring the right strategy and overall approach is used when developing or negotiating with key accounts. Recommended by Alistair Taylor.

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Diagnostics and tools

Process mapping for key accounts

How/does your company fulfil KAM promises? Do you even know? It should come as no surprise that key accounts expect key account managers to understand their own company even better than the customer’s business. What is surprising, though, is how poor is key account managers’ knowledge of their company’s capabilities and ways of working, particularly its processes. This…

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Case Studies

How KAM worked for Unipart with Vodafone

Maurice Daw tells how key account management spearheaded Unipart’s strategy to build on its dominant but saturated position in the automotive sector to enter the challenging world of telecoms. Unipart started as a traditional third-party logistics provider with Vodafone and ended up with a unique ten-year contract. The relationship developed from ‘hygiene factor’ to offering…

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Buyers/ buying

Reaching senior decision-makers

It’s difficult to grow business if your client contact is not senior enough or a major decision maker. Perhaps they are not receptive to new ideas and don’t have the authority to open the door to other people in the organisation. This podcast is about how you can reach more senior people within your customer…

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