Papers and articles

KAM: Selling? Providing services? Or both?

In this paper the well-known Professors Bjoern Ivens, Barbara Niersbach and Catharine Pardo explain the fundamental role of service in KAM. Their research developed a model of four types of service in which key account managers should be engaged in delivering to their internal and external networks: interaction, individualization, information and integration. This important finding…

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Webinar

Strategic Management of Accounts or Management Of Strategic Accounts?

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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Papers and articles

Selling v KAM: what’s the difference?

Key Account Management and selling are not the same thing. Key Account Management does not mean selling to big customers – it is not just a higher form of selling or a synonym for selling to the C-Suite. KAM is very likely to engage with the customer’s C-Suite, but the process will involve much more than the…

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Papers and articles

Rewarding Key Account Management performance

Rewards are mostly intended to act as incentives to encourage good performance, in this case, in KAM. But that begs the question of what is meant by ‘good KAM performance’ and how it is measured and assessed. This piece discusses the results of AKAM’s survey on how companies are evaluating KAM performance and what kind…

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Sales vs KAM

KAM: Selling? Providing services? Or both?

Strategic Management of Accounts or Management Of Strategic Accounts?

Selling v KAM: what’s the difference?

Rewarding Key Account Management performance