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Papers and articles

A contingency approach to Key Account Management

Sarah Petrelli’s Masters thesis (USI, Lugano) explores some of the less well-defined areas of KAM, which are, nevertheless, critical to key account managers’ success. This report on 20 interviews with working key account managers finds revealing differences in culture and levels of authority given to key account managers. Not surprisingly, the maturity of the KAM programme is…

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AKAM Workshops & Conferences

Executive sponsors: what and why? | 2023 ANNUAL Conference

Discover how having a strong advocate at the executive level can propel your initiatives forward and open doors to new opportunities. Thiery Josselin’s session, recorded as part of AKAM’s 5th annual conference, unveils the significance of executive sponsorship and explores resource-securing techniques, cross-functional support, and building strong key account relationships. Don’t miss out on this…

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Video Views

Executive sponsorship

The automotive sector is so highly concentrated that excellent KAM is essential, not an option. So perhaps it’s not surprising that Thierry Josselin of Axcelis (AKAM Key Account Manager of the Year 2021) has ample experience of the great executive sponsorship which so many other companies fail to enact. In this short video he itemises…

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Account Plans

Developing KAM structures: removing roadblocks and bottlenecks

Whatever KAM structure you decided to build in your organization, expect to face some bottlenecks and blockages. Don’t worry, you’re not the first! In this webinar, Dominykas Cibulskas will share real-life examples of what can happen when companies are building KAM organizations. His hints and advice might help you avoid similar problems in your KAM…

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AKAM Workshops & Conferences

A general manager in position, a Key Account Manager at heart

Is senior management engagement always a good thing? Not necessarily, though certainly the right kind of involvement is very powerful: senior managers can be coaches, advocates, high-level ambassadors with customers, barrier removers and boundary spanners. But they don’t always want to take on these roles, and sometimes they don’t know how – and sometimes they seem…

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Papers and articles

Relationship lessons for KAM in extraordinary times

Dominykas Cibulskas in Lithuania looks at current events and what they mean for business and KAM. He is clear that ignoring reality or staying neutral is not an option: indeed, some companies have already fallen in the conflict of human v business values. Whatever is done -or not done – it is observed by customers and…

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Papers and articles

Rewarding Key Account Management

Rewards tend to change behaviour and activity, as indeed is the intention. It is not clear, however, that rewards necessarily achieve the desired objective: in some cases, companies may be rewarding what would have happened anyway, or even generating negative and potentially damaging behaviour. Does ‘management by results’ work? Should key account managers be rewarded…

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Papers and articles

Is Key Account Management the same in large and small companies?

Short paper from Bulletin No 1. Following the AKAM workshop in June 2017, Olivier Riviere concludes that size doesn’t matter for the fundamentals of KAM. But KAM, whatever its degree of sophistication, requires more resources than plain Account Management, and if those resources are allocated to KAM, they cannot be used for another purpose. So there…

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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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Case Studies

Senior management involvement with key customers: 7 cases

It is often easier to discuss what you think about what other companies are doing to find a way to express and determine the approach you want in your own company. If you have a concern about top management involvement with key customers in your company, whether you are a director or key account manager,…

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