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Digitisation of KAM

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AKAM Workshops & Conferences

AI workshop

AI (artificial intelligence) might not be magic, but it is a game-changer for key account management. In this practical and engaging workshop, Matt Sankary (ShipMoney) and Matt Willkinson (Strivenn) helped participants to explore how AI supports, rather than replaces, key account managers by improving efficiency, insight and personalisation at scale. From crafting the right prompt…

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AKAM Workshops & Conferences

Harnessing new technologies – The impact of emerging technologies on customer centricity

In this workshop, Dr Nima Heirati identified current issues in developing B2B customers from Gartner’s latest survey, foreseeing the roles that AI will play in the next five years. Are you are struggling to visualise where AI and all the other technology belong and what it can do for you and your customer? Nima’s maps…

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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

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

KAM – from value chain interface to ecosystem orchestrator | 2023 Conference

As a key account manager do you think about your customers purely in terms of your contacts with them? That’s no longer enough, particularly in this digitally connected age. Digitization has connected businesses to customers and suppliers and beyond. The network of stakeholders involved in any purchase has expanded into complex business ecosystems which key…

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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

Account-based marketing – 3rd Annual AKAM Conference

Andrea Clatworthy, Head of Account Based Marketing, Fujitsu, has won numerous awards for ABM and its relative DBM (Deal-Based Marketing). She gave an invigorating presentation on the hot topic of the moment, simplifying the range of different definitions down to “Getting the right message to the right person at the right time”. The data provided gave invaluable insight…

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AKAM Workshops & Conferences

Bipolar KAM – 3rd Annual AKAM Conference

Almut Ringlben, Account Director and Florian Heidecke, Chief Client Officer of Namics AG were deliberately controversial in challenging delegates to consider the bipolar nature of KAM in many companies. They identified nine areas where two KAM approaches could be diametrically opposed to each other, and yet exist in the same organisation at the same time. It begs the question of…

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