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Papers and articles

The role of senior executives in managing key customers in Arab context

Fawaz and Fatan Baddar and Lulu Alhesan conducted 68 interviews to gain this insight in a rare piece of research into KAM in the Middle East. They found that Arab senior managers’ participation is imperative in relationships with key customers in the Arab world. Due to cultural and institutional factors that are unique to the Arab context senior…

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Papers and articles

Strategic customer/supplier partnerships

Too many suppliers have overused and abused the ‘partnership’ word, ultimately only offering a high-level sales relationship – not what customers expected and wanted. So many customers have become cynical about partnerships, and suppliers should only propose the approach if they genuinely mean it and know how to deliver it. This article by Richard Ilsley discusses what…

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Papers and articles

Managerial implications of KAM research

Review of what academics say about KAM from Professors Björn Ivens and Catherine Pardo. They give clear indications of best practice in a number of critical management approaches, some still commonly overlooked. Are your management practices aligned with researched knowledge of KAM?

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Papers and articles

Recent KAM papers

Professor Björn Ivens has extracted the reference details of articles about KAM from 2010 to 2015 in two popular journals, IMM and JIBM, and summarised the subject and findings of each to make it easier for you to find what you want to know about KAM.

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Papers and articles

Rewarding Key Account Management performance

Rewards are mostly intended to act as incentives to encourage good performance, in this case, in KAM. But that begs the question of what is meant by ‘good KAM performance’ and how it is measured and assessed. This piece discusses the results of AKAM’s survey on how companies are evaluating KAM performance and what kind…

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Papers and articles

Enablers and inhibitors of KAM in emerging markets

Research thesis | Darren Bayley’s MA dissertation is a case study of the implementation of KAM across the Middle East, Africa, Central and Eastern Europe, India and the Commonwealth. It highlights the importance of alignment, relationships and trust which are also fundamentals of more sophisticated KAM. And also limitations arising from basic IT systems and…

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Papers and articles

Rewarding KAM performance

Article | Survey findings. Rewarding key account managers is far from simple: rewards are generally linked to performance, and there are different views of what constitutes performance in KAM. Furthermore, while most organisations hope that rewards act as incentives, there are some approaches which actively disincentivize desirable outcomes. A good proportion of key account managers…

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Papers and articles

How to win with Procurement

Article | Trying to avoid Procurement is a really bad idea – much better to understand and build trust with the function. Key account managers often fail to understand the customer’s buying journey and Procurement’s role in it. Jens Hentschel of Fivis shows a 5-step model to guide key account managers in dealing with Procurement’s…

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Papers and articles

Account-based growth

Article | The 80/20 rule is dead it’s more like 3/97now! So that 3% of customers deserve, demand and expect genuine customer centricity – not a slogan, real action. Bev Burgess and Tim Shercliff quote Accenture and Vodafone (with a list of do’s and don’ts for suppliers) to illustrate the need and means to improve…

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Diagnostics and tools

Negotiating with key accounts: The Power Grid

The Power Grid is a simple and effective way of maintaining focus on ensuring the right strategy and overall approach is used when developing or negotiating with key accounts. Recommended by Alistair Taylor.

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