Metrics in Key Account Management

CPD certified!

Successful completion of this topic track will earn you 7 CPD points. See more information below.

As you would expect in any serious business discipline, metrics are fundamental to KAM. This track is an introduction to KAM measurement, particularly to the breadth of the application, nature and objectives of the metrics which should be collected and understood – understanding is critical to making the right responses.   Obtaining and analysing the metrics in each area requires a much deeper dive into technical aspects, but first you should appreciate the meaning of different metrics and how/ where they are useful. When organisations are ‘knee-deep’ in operational data, the ability to see what it all means is critical. 

Metrics in KAM are applied in assessing whether KAM is succeeding for the supplier, especially in terms of the key accounts’ value to the business, and also how individual key account managers are performing. Possibly the most established metrics look at the customer’s view, which is developing fast with the application of new technology. But metrics that offer insight in KAM can be quite sparse. This track aims to identify what you need to set up a balanced metric framework. Numbers speak louder than words in most organisations!

The objectives of this track through relevant items in AKAM’s Member Resources are to:

• A) Be aware of the range, requirement, implications and application of metrics in KAM
• B) Understand and be able to apply approaches to measure the financial value of KAM and key accounts for suppliers
• C) Be aware of and able to use the range of techniques applied to key customer understanding.
• D) Understand how key account manager performance is and should be measured. 

If you follow the track you’ll be able to see where you are missing important and informative metrics and have a good start on setting up an appropriate measurement framework. You may want to dig out other items on the subject from Member Resources, there’s more!   

The materials will take about seven hours to view and think about if you try out the diagnostics.  Completing the track is worth 7 CPD points. (To produce a KAM metrics framework for your company will take more time and more people, but you will have a head start on a structure to apply.)

Each element within this learning track is followed by a short, simple quiz, designed to establish that you have covered all the material. They are linked to the system which allocates your CPD points. Upon successful completion, you shall receive a certificate via email that you can use to evidence your continuous professional development.

You can access all the material without completing the quizzes, but you won’t gain CPD points if you don’t complete them. 

You need to score at least 60% on each. If you fall short, but want to gain the CPD points, don’t worry, you can easily go through the material again and retake the quiz.

Structure of KAM metrics materials

(To find each item, paste its title into the Member Resources search box)

1. Metrics in KAM Workshop presentation: introduction and scope of metrics in KAM. Dr Diana Woodburn. Estimated time to complete: 2.5 hours. Links to all objectives 
2. Integrating science – metrics – into the SAM/KAM process Article on a metric-based approach to KAM by Dennis Chapman. Estimated time to complete: 45 mins. Links to all objectives 
3. Measuring the success of Key Account Management. Paper focused on commercial measures by Richard Ilsley. Estimated time to complete: 30 mins. Links to objectives a, b, c & d
4. How much is your key account worth? Article on customer profitability and lifetime value by Richard Ilsley. Estimated time to complete: 30 mins. Links to objectives b & c
5. Valuing key accounts. Framework for evaluating customer profitability and future financial performance. Estimated time to complete: 30 mins. Links to objectives b & c
6. Measuring KAM input. Paper with diagnostic focused on input rather than output. Estimated time to complete: 30 mins. Links to objectives b, c & d
7. Feedback and AI in KAM Action Planning. Webinar with Dennis Chapman. Estimated time to complete: 45 mins. Links to objectives a, b, d & e
8. Growing business by managing the customer experience. Presentation on the Net Promoter Score and customer experience by Michael Widing. Estimated time to complete: 30 mins. Links to objective e
9. What’s wrong with key account manager remuneration? Presentation on key account manager performance assessment and rewarding by Diana Woodburn and Paul Wilson. Estimated time to complete: 30 mins. Links to objective f

Total CPD time: 7 hours