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AKAM Workshops & Conferences

Account team effectiveness – 3rd Annual AKAM Conference

Alistair Taylor‘s session on account team effectiveness, particularly hit a nerve. There are still companies attempting KAM without supporting their key account managers (and therefore their key accounts) without a multi-function team in place, and thereby seriously compromising their chances of success. Such teams are generally led by key account managers (and arguably should be led…

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Papers and articles

Are you offering a genuine partnership or just rebranding sales?

How much have you really changed your thinking around and approach to your key customers? Is it still fundamentally the same, an intense glare from Sales that goes no further along the value chain and fails to involve other managers in either organisation? Are you actually developing value for your customer as well as your company – because you will get…

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Papers and articles

Stuck on your KAM journey?

KAM means launching a transformation program to change behaviors, capabilities and priorities across most functions. So what perspectives and frameworks would be most helpful for commercial leaders aiming to launch or improve their key customer management? Steve Sienkiewicz of Accelerate Consulting suggests that KAM ought to be viewed as three-stage journey through a series of transformations – Align, Advance and Accelerate – and details…

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Account Plans

KAM & development of a market/customer from an SME key account manager perspective

The Loccioni story was told from the point of view of a key account manager, Mattias Bernhard, which highlighted a different selection and operating approach for only partly dedicated key account managers in a common SME situation, where they may be focused on a narrower range of products/services with a potentially more technical sell, in addition to other roles…

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Video Views

Getting started on Key Account Management

Dr Olivier Rivière (AKAM Board Member) explains that successful KAM introductions rest on three ‘pillars’: KAM infrastructure – which means the specific processes that will enact KAM – Key Account teams, and Key Account plans. Key Account Managers don’t achieve much on their own, so KA teams should be selected and enabled from the beginning, which is sadly often not the…

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AKAM Workshops & Conferences

Creating Customer Loyalty: From Business Development to Key Account Management – 2nd Annual AKAM Conference

Caroline Hondre, Group General Manager, Customer Engagement, International SOS, leading worldwide medical and travel security assistance firm, described her role and experience in setting up her company’s account management programme. Customer facing roles were redefined, the process and criteria for lead handling and development changed, and new principles and ways of learning were introduced with a Key…

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AKAM Workshops & Conferences

Practical KAM implementation – 3rd Annual AKAM Conference

People love case studies and Nigel Jenkins described several, including a telecoms example in which his company had once been 17th in an industry-dominant customer’s list of 17 suppliers and threatened with delisting. Fortunately most companies introducing KAM are not faced with such a dire situation – but it meant that the whole company swung round KAM…

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Diagnostics and tools

Frameworks for designing and assessing performance & reward schemes

Performance and reward schemes are notoriously tricky. Instead of stimulating the action and behaviour you want, they can just as easily act as a deterrent, especially in KAM, which is more complex and involves more people than Sales. Three frameworks are presented here to use as tools to help you develop the right scheme. The first…

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Diagnostics and tools

Transitioning to KAM (2): detailed audit and action checklist

This audit framework is aligned with the ‘quick and dirty’ checklist in ‘Transitioning to KAM (1), but shows more specific actions to bring all bases into line in your current position in KAM development, and shows you what to do next to move your organisation to where it wants to be. To understand the different phases of KAM development,…

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Papers and articles

Changing the culture for KAM

Is KAM a strategy or a culture change? It’s both! But while it may get conscious attention as a corporate strategy, the culture change required is often overlooked. Often really contradictory cultural norms continue to prevail unchecked: e.g. like a constant focus on short-term results, or concerns about being ‘it can do the cleaners’ by…

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