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Digitisation of KAM

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Papers and articles

Looking in the mirror: Supplier Relationship Management

What do you know about your customer’s SRM approach? This article summarises the 2021 annual survey of Supplier Relationship Management from supplier management consultancy State of Flux. For example, 99% of Leaders and 87% of Fast Followers have a supplier segmentation process and use the outputs to define treatment strategies for suppliers. So do you know…

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KAM communications

Are you ready for ABM?

Account Based Marketing (ABM) is, almost without question, the buzzword in B2B marketing at the moment. But what is it, and how should you be thinking about using it as part of your KAM strategy? Fujitsu’s renowned ABM expert Andrea Clatworthy explains what ABM is and is not – for example, it’s not something that marketing do…

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Papers and articles

Why is Account-Based Marketing the hottest topic in KAM?

Research has shown that sophisticated buyers and customers tune out from everything except the most relevant messages and content. Two-thirds of senior executives don’t believe a salesperson knows enough about their business to bring value to a meeting, and only a quarter of them are prepared to take a second meeting! That means that 2 out of…

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Papers and articles

The future of Key Account Management

Is key account management still the right thing to do with major customers? The business environment has suffered several shocks in the past few years, and ways of doing business need to respond: sometimes business models have to be reconfigured. How should/will KAM change in the next few years? Dr Beth Rogers considers the future…

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KAM communications

Why Marketing is essential to KAM

There has been a long-running war between Sales and Marketing that is not only counter-productive in KAM but also hugely wasteful of an invaluable resource. Technology is/should be increasingly deployed in KAM, and Marketing has mastered digital communications that have a reach and currency that key account managers can’t achieve alone. Furthermore, marketing analytics can…

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Webinar

Software Technology in KAM

Technology applicable to key accounts has taken a long time to arrive, with software vendors generally focused on managing large numbers of fairly simple customers rather than in-depth knowledge about a few large and extensive key accounts. Now there is a quite bewildering array of programmes, albeit still from a limited number of vendors, which…

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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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KAM communications

Digitisation survey results

Nearly everyone agreed that the pandemic had driven up customers’ use of digital applications, particularly communication platforms. It had certainly speeded up digital transformation initiatives. And everyone agreed that hybrid working is here to stay for account managers. But while some people thought that communication had been improved, others thought it had worsened and the…

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