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Papers and articles

Are you offering a genuine partnership or just rebranding sales?

How much have you really changed your thinking around and approach to your key customers? Is it still fundamentally the same, an intense glare from Sales that goes no further along the value chain and fails to involve other managers in either organisation? Are you actually developing value for your customer as well as your company – because you will get…

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Papers and articles

Stuck on your KAM journey?

KAM means launching a transformation program to change behaviors, capabilities and priorities across most functions. So what perspectives and frameworks would be most helpful for commercial leaders aiming to launch or improve their key customer management? Steve Sienkiewicz of Accelerate Consulting suggests that KAM ought to be viewed as three-stage journey through a series of transformations – Align, Advance and Accelerate – and details…

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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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Papers and articles

Drawing a line between AM and KAM

There is a lot of unhelpful confusion around Account Management and Key Account Management and a lack of clarity about the difference in nature and goals. AM is a plain necessity for B2B suppliers, while KAM is a strategic choice that should be a core element of the operating model and strategic capabilities of the organisation. Companies with…

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Corporate KAM

Finastra: Building operations to create customer value

Finastra’s customers are mostly banks and other financial institutions, but the lessons apply to any organisation in a concentrated market. In this podcast Michael Sperger, Chief Operating Officer Americas Enterprise at Finastra, talks about the pivotal role of long-term enterprise relationships. Driven by an analytical understanding of how your own organisation and the customer create…

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AKAM Workshops & Conferences

AKAM Technical: Technology in KAM

There is plenty to be excited about in technologies applicable to KAM. But which ones are valuable and which might have you spending time feeding their voracious appetites for information when perhaps you should be using it on your customer? And which are helping you to new insights and which are over-the-top sledgehammers? Dr Olivier…

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AKAM Workshops & Conferences

Impact of digital transformation and pandemic on KAM – 4th Annual AKAM Conference

Dr Deva Rangarathan, Professor at IESEG Business School explores the pandemic-driven but probably permanent changes in KAM and customer relationships. Developments in digitisation have transferred more influence on the buying decision to marketing, particularly the early stages. Key account managers should recognise that, welcome the change, adapt to it and work proactively with marketing to…

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AKAM Workshops & Conferences

Dublin airport toolkit – 1st AKAM Annual Conference

At Dublin Airport KAM is driven not by single Key Account Managers but by a team of Key Account Managers, each of them being an expert of his/her field and coordinating a complex set of interactions with their counterparts on the airline side. Edel Redmond, Head of B2B Marketing, emphasised the importance of clarity in roles and…

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AKAM Workshops & Conferences

Account-based marketing – 3rd Annual AKAM Conference

Andrea Clatworthy, Head of Account Based Marketing, Fujitsu, has won numerous awards for ABM and its relative DBM (Deal-Based Marketing). She gave an invigorating presentation on the hot topic of the moment, simplifying the range of different definitions down to “Getting the right message to the right person at the right time”. The data provided gave invaluable insight…

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Webinar

Account Based Marketing in KAM: How does it work?

Mike Green and Kate Owen of Capita held a fascinating webinar on Friday 24th January 2020 for AKAM members, discussing: Is ABM just a cosmetic make-over of B2B marketing? Do Account-Based Marketers understand how one-to-few is different from one-to-many? How does ABM work with KAM? What do key account managers need to know about ABM? How should key account managers…

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