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Changing the reward system is one of the adaptations to KAM that organisations are most reluctant to change, but poorly focused reward schemes – usually sales volume based incentives – are not merely an unfortunate detail that will need to be sorted out at some stage: they can be a major driver in the wrong direction…
For many companies key accounts are or should be the ‘engine of growth’. Realising their potential is patchy, however, so Richard Ilsley and Alistair Taylor show why that is and how a KAM approach achieves such performance, validated through appropriate measurement.
This webinar will explore your role as a relationship manager in the supply chain. You need to be an orchestrator of your company’s functions to meet the range of customer demands that add value to their business! That may involve your supply chain operations, procurement, returns management, accounting – even third parties. Simon Templar…
Emerging from this meeting was a strong focus on how value is created. Dr. Antonella La Rocca, Associate Professor at Rennes School of Business in France, gave an overview of research in the area and then identified, from her own work, two almost diametrically opposed profiles of key account managers, typified as X and Y. X is more…
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…
Failure of the KAM programme is not often considered by suppliers setting out on such an initiative. By exposing his findings on situations where KAM has not been successful, Cedric Roesler caused a great deal of alarm among delegates and challenged them to examine whether their KAM programmes fell into any of his five failure scenarios. He showed…
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…
Mike Green and Kate Owen of Capita held a fascinating webinar on Friday 24th January 2020 for AKAM members, discussing: Is ABM just a cosmetic make-over of B2B marketing? Do Account-Based Marketers understand how one-to-few is different from one-to-many? How does ABM work with KAM? What do key account managers need to know about ABM? How should key account managers…
Some companies are disappointed with the outcomes of their KAM programmes. And yet what should be a major strategic initiative has been downgraded to ‘just another management technique’ – a ‘nice-to-have’ rather than a ‘must-be’. Why is it that? This webinar will identify and address common issues: KAM objectives are sometimes unclear, unrealistic, or non-existent……
In this webinar, Dr Diana Woodburn explains how strategic key accounts should be managed, and how that is so different from the management of other customers. This Webinar Includes: Understanding the crucial differences between Strategic Management of Accounts and Management of Strategic Accounts Delivering the expectations of strategic accounts Calculating key account value/RoI Leading the culture for strategic…
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