AKAM Workshops & Conferences

Value creation and value propositions – 3rd Annual AKAM Conference

Everyone talks about Value in KAM but, according to Diana Woodburn, it is a misunderstood, misused and abused term. Value should appear explicitly in strategic key account plans, where the value to supplier and customer should be perfectly clear and differentiated – which, in practice, it rarely is. Suppliers have multiple sources of value available to them through…

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Webinar

What do Key Accounts really value?

Do you want to move your customer relationship from “Supplier” to “Strategic Partner”? Do you really know what your accounts and customers “value” and how you can “add value” to them and grow your business at the same time? Do you struggle to differentiate your offer from the competition? Do you find your customers switching…

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Papers and articles

Crafting key account value propositions to win more business

Value propositions have been described as one of the most valuable concept in sales and marketing, and at the same time, one of the least well understood and executed. So Alistair Taylor’s paper from bulletin No 2 performs a useful role in clarifying what the role of value propositions in KAM. The aim is for…

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Member Resources

Successful service infusion

Dr Nima Hierati of Queen Mary University, London distinguished between product-focused services (like maintenance, guarantees etc) and customer-focused services (e.g. financing, cooperative marketing). Manufacturers seem generally focused on the former and often neglect the opportunities offered by the latter.

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