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Podcasts

Why KAM fails Pt. 1

In this episode of Talking KAM, Board Members and global KAM consultants Richard Ilsley and Olivier Rivière discuss failure in KAM. Which may initially sound negative but actually addresses fundamental points for success. Sometimes more is learned from what has gone wrong than reiterating the ‘right’ intentions and actions, which may gloss over some of the real issues. May 1, 2023In this…

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Member Resources

Defining key and strategic account management

Join Richard Ilsley and Dominykas Cibulskas as they discuss what key and strategic account management really means. Account management comes in many forms these days. We hear terms like key account management, strategic account management, national account management, and more. To add to this growing list of labels, the emergence of disciplines such as customer…

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Member Resources

Creating KAM value

The value key account managers bring to their employer may be obvious, but is the value they bring to their customer equally clear? The relationship will die if there isn’t enough value for the account, and yet this key element is often overlooked. Dominykas Cibulskas and Richard Illsley talk about what value in KAM means…

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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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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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Video Views

Executive sponsorship

The automotive sector is so highly concentrated that excellent KAM is essential, not an option. So perhaps it’s not surprising that Thierry Josselin of Axcelis (AKAM Key Account Manager of the Year 2021) has ample experience of the great executive sponsorship which so many other companies fail to enact. In this short video he itemises…

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Buyers/ buying

How to avoid procurement and why it might be a bad idea to do so

Suppliers are often keen to avoid Procurement and work directly with the ‘real customer’. Maybe you find dealing with Procurement bruising and unpleasant? Do you feel forced to give away more than you planned? If so, you may conclude that avoiding Procurement is going to work out better for you. But Jens Hentschel of Fivis…

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Webinar

Operational KAM is easy, alignment is not!

In this webinar, Cedric Roesler shares what he found about the current issues with KAM implementation. Through identifying the problems he’ll show a path through the ‘undergrowth’ that leads to success. KAM partnership operational roll-out is not a major difficulty any more, however… Internal alignment needs to be regularly assessed and monitored External alignment between partners…

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Papers and articles

Terminology Matters

What is a KAM team? You may be perfectly clear, but do your colleagues and your customers agree? AKAM’s Forum of KAM programme leaders identified four different group of people, all called ‘the KAM team’. Which means that you can have been talking about the team completely at cross purposes with someone who sees it very differently.…

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AKAM Workshops & Conferences

The Catch 22 of KAM – influencing without authority

Dr Brit van Ooijen explores key account managers’ leadership position and suggests that leadership is more important in any modern management position, regardless of given authority. Boundaries abound and authority is always limited by them, whereas KAM needs to span boundaries: skilled leadership is the way to do it. Trust plays an important part and…

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