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Webinar

Why KAM fails – and how to rescue it

Some companies are disappointed with the outcomes of their KAM programmes. And yet what should be a major strategic initiative has been downgraded to ‘just another management technique’ – a ‘nice-to-have’ rather than a ‘must-be’. Why is it that? This webinar will identify and address common issues: KAM objectives are sometimes unclear, unrealistic, or non-existent……

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Webinar

Customer driven business development

Many companies struggle to understand how they can stay relevant for their customers. Relevance is not only about offering the right products and services but also about challenging existing ways of working and adapting business models and internal processes. The effect will be increased loyalty which means more, and recurring, business for you. This seminar will…

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AKAM Workshops & Conferences

A general manager in position, a Key Account Manager at heart

Is senior management engagement always a good thing? Not necessarily, though certainly the right kind of involvement is very powerful: senior managers can be coaches, advocates, high-level ambassadors with customers, barrier removers and boundary spanners. But they don’t always want to take on these roles, and sometimes they don’t know how – and sometimes they seem…

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Papers and articles

Selling v KAM: what’s the difference?

Key Account Management and selling are not the same thing. Key Account Management does not mean selling to big customers – it is not just a higher form of selling or a synonym for selling to the C-Suite. KAM is very likely to engage with the customer’s C-Suite, but the process will involve much more than the…

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Papers and articles

How to win with Procurement

Article | Trying to avoid Procurement is a really bad idea – much better to understand and build trust with the function. Key account managers often fail to understand the customer’s buying journey and Procurement’s role in it. Jens Hentschel of Fivis shows a 5-step model to guide key account managers in dealing with Procurement’s…

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Papers and articles

Account-based growth

Article | The 80/20 rule is dead it’s more like 3/97now! So that 3% of customers deserve, demand and expect genuine customer centricity – not a slogan, real action. Bev Burgess and Tim Shercliff quote Accenture and Vodafone (with a list of do’s and don’ts for suppliers) to illustrate the need and means to improve…

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Papers and articles

ABM- is it KAM, CRM or something completely different?

A short paper from Bulletin No 2 by Dr. Beth Rogers. ABM has been defined as ‘treating individual accounts as markets in their own right’, which sounds a lot like key account management. However, most ABM applications involve digital marketing to better serve mid-tier and small customers, and have proved rather successful in doing that.…

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Competencies

Leadership in Global Account Management

Starting from her discovery that existing academic descriptions of leadership in global positions didn’t match the situation and requirements of global account managers, Dr Sylvie Lacoste set out to find an appropriate alternative. She incorporated different determinants – including the customer, which didn’t apply to other forms of global leadership – to apply to describe…

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