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Implementing KAM

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AKAM Workshops & Conferences

KAM Matrix: Pills for creating value in KAM

Carlos Ferrer Sotillo, BT Global Sales Director, delivered a presentation full of 28 inspirational ‘pills’. Drawing on a wide range of rousing and thoughtful messages, he challenged participants to take a handful of specific pills and use them to find ways of adding customer value. The audience was indeed inspired, and produced outputs ranging from…

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Papers and articles

The role of senior executives in managing key customers in Arab context

Fawaz and Fatan Baddar and Lulu Alhesan conducted 68 interviews to gain this insight in a rare piece of research into KAM in the Middle East. They found that Arab senior managers’ participation is imperative in relationships with key customers in the Arab world. Due to cultural and institutional factors that are unique to the Arab context senior…

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Papers and articles

Managerial implications of KAM research

Review of what academics say about KAM from Professors Björn Ivens and Catherine Pardo. They give clear indications of best practice in a number of critical management approaches, some still commonly overlooked. Are your management practices aligned with researched knowledge of KAM?

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Video Views

How DHL implemented a vested outsourcing model for reverse logistics

This substantial presentation is a case study by Ruud de Groot of DHL, explaining how the collaborative approach taken by DHL in EMEA led to the implementation of a vested contract for reverse logistics designed to reward the achievement of specific operational goals. Through this contract DHL explored the use of Intel technology elsewhere in…

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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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Corporate KAM

A framework for global account management

AM has been around for three decades. For 30 years, large global vendors have been keen to develop privileged relationships with global customers, based on the promise to seamlessly deliver a similar offer and experience across the globe. Professor George Yip of Imperial College London, one of the first GAM ‘explorers’, pointed out that although the definition of…

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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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