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Value quantification

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Papers and articles

Measuring and Managing Customer Profitability

In this article, Gary Cokins challenges one of the most persistent assumptions in business: that revenue growth equals value creation. Focusing on the often-hidden reality of customer profitability, the article explains why traditional accounting masks the true cost to serve individual customers and how this leads organisations to reward unprofitable behaviour. It sets out a…

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Papers and articles

An Open Letter to Supplier CEOs- Your KAM Strategy is Broken (And Only You Can Fix It)

In this direct and challenging article, Mark Davies argues that many KAM programmes are failing not because of poor execution, but because leadership has underestimated the scale of change required. Written as an open letter to CEOs, the article makes the case for moving beyond traditional relationship-led KAM toward a truly value-based model. Drawing on…

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Papers and articles

What do Key Accounts really value?

In this practical and insight-rich article, Paul Wilson addresses one of the most persistent challenges in KAM: the dominance of price-based conversations. Drawing on extensive experience and research, the article explores what key accounts truly value beyond cost, introducing a clear framework built around five core value pillars. It provides practical guidance on how KAM…

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Competencies

Account management task roles & skills: does it differ between large and small businesses?

In Lugano presenters and breakout discussion groups agreed that size wasn’t necessarily a crucial factor – SMEs often have an appropriate instinctive approach to key customers, but they may miss formalising some elements that would help KAM work better if they were clearer. Big companies are under more pressure to standardise initiatives because there are so many…

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Webinar

Member Webinar Clinic

In this first of AKAM’s webinar ‘clinics’, Vice Chairmen Richard Ilsley of SMCG and Mike Green of Capita share their experience to answer questions sent in by members. Topics included more personal queries from individual Key Account Managers and big, thought-provoking questions from KAM programme directors. They covered: What are the best measures of success…

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Webinar

Key account journey mapping

This workshop will tackle what has been one of the most difficult tasks within the strategic account management profession, engaging a complex and always changing Key Account. A key learning point during this workshop will include how to navigate and engage your complex customer and effectively engage your cross-functional team to address all critical relationship touchpoints. This…

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Video Views

Creating value through partnership

Tyrone Morris (Client Managing Director, Xerox Corporation) explains the importance of partnering with clients and gaining an awareness of the whole company before entering the Procurement process. Having a best-in-class bid team only works if it wins, and the chances of winning are hugely reduced if there’s no closeness with the customer by the time the bid is out.

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AKAM Workshops & Conferences

AKAM technical workshop – Negotiation

Have you ever emerged from a negotiation wondering how and why did it all go wrong? It’s not just selling negotiations that can be brutal – securing enough resources internally or the right decisions for the customer can be just as difficult. Even in close KAM relationships and great KAM programmes, negotiation plays a critical part. At…

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Webinar

Integrating Functions Through KAM

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…

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Webinar

Aligning your objectives with Procurement

You will create more joint value and build longer-term relationships if you can align your objectives with Procurement’s. Going head-to-head is NOT inevitable, nor is it a winning strategy! Who are Procurement clients and what is our relationship with them? What are Procurement clients’ undisclosed objectives? Pushing beyond the perception that all Procurement want…

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