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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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AKAM Workshops & Conferences

AKAM Technical: Customer Experience Mapping

In this workshop, Jerry Angrave of the Customer Experience Association and Empathyce shared his extensive knowledge and experience of mapping customer journeys. The workshop gave participants much-needed clarity in terminology in this area and showed them how to use a series of tools to explore the business and relationship as their customer sees it. Unfortunately,…

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AKAM Workshops & Conferences

How to win with Procurement

Key account managers often fail to understand the customer’s buying journey and Procurement’s role in it. Jens Hentschel of Fivis uncovered Procurement’s perfectly legitimate questions and anxieties, showing that price is far from being the most important of them. Trying to avoid Procurement is a really bad idea – much better to understand and build…

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AKAM Workshops & Conferences

Key Account Managers are from Mars, Purchasers are from Venus

Purchasers/Procurement have grown increasingly important for customers, but supplier key account managers continue to fail to understand how its strategic concerns, requirements and acquisition processes differ from traditional buying. Innovation, risk, dependency, compliance, cost savings and responsiveness are as – or even more – important than price. Dr. Bert Paesbrugghe of IESEG School of Management…

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AKAM Workshops & Conferences

The Key Customer point of view

Graham Bellman was Travis Perkins Fleet Director for 20 years. His slides were just a backdrop to his reflections on customer – supplier relationships. Most of his requirements related to efficiency, durability and longevity, user acceptability and compliance – price took a backseat compared with total lifetime cost of ownership and operation. Key account managers…

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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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Webinar

What do Key Accounts really value?

Do you want to move your customer relationship from “Supplier” to “Strategic Partner”? Do you really know what your accounts and customers “value” and how you can “add value” to them and grow your business at the same time? Do you struggle to differentiate your offer from the competition? Do you find your customers switching…

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AKAM Workshops & Conferences

Value creation, key account teams and KAM in professional services

This workshop was the second of the occasions when AKAM members – and non-members – met and talked together. Practitioner speakers stimulated lively discussion on value creation and the issues that prevent its realisation in some cultures. Our academic presenters uncovered counter-intuitive dynamics in KA teams that affect their performance, and also looked at what…

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AKAM Workshops & Conferences

Key account retention in a service business – 1st AKAM Annual Conference

For Marco Reijntjens from Tenacity Europe in the Netherlands value lies at the centre of retention in service businesses. As services are intangible, their value depends more on the customer’s perception than does the value of products. The perception of value erodes with time unless the supplier is very vigilant in creatively renewing it the eyes of their…

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Papers and articles

Integrating science – metrics – into the SAM/KAM process

Metrics are predictors: they provide key insights and calibrations to a cross-functional team on performance, value, adaptability, and alignment to accounts and markets. They enable organizations to take the right actions now and institutionalize excellence. In this article Denis Chapman proposes 5 key metrics and 7 tips for implementing a metric-generating approach, plus a litmus test on…

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