Technology/ Digitisation Archives - Page 3 of 3

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Co-creation of value is the key to successful KAM – 4th Annual AKAM Conference

Siemens has long been considered a leading exponent of KAM/GAM. In this session, Bjarne Lykke Sørensen, CEO Siemens Denmark, describes the challenges and opportunities in dynamic, fast developing business environments and how they will be addressed by supplier/ customer/ partner ecosystems. Key account managers need to grow into their crucial roles in these networks. Bjarne…

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Webinar

Software Technology in KAM

Technology applicable to key accounts has taken a long time to arrive, with software vendors generally focused on managing large numbers of fairly simple customers rather than in-depth knowledge about a few large and extensive key accounts. Now there is a quite bewildering array of programmes, albeit still from a limited number of vendors, which…

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Papers and articles

ABM- is it KAM, CRM or something completely different?

A short paper from Bulletin No 2 by Dr. Beth Rogers. ABM has been defined as ‘treating individual accounts as markets in their own right’, which sounds a lot like key account management. However, most ABM applications involve digital marketing to better serve mid-tier and small customers, and have proved rather successful in doing that.…

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KAM communications

Digitisation survey results

Nearly everyone agreed that the pandemic had driven up customers’ use of digital applications, particularly communication platforms. It had certainly speeded up digital transformation initiatives. And everyone agreed that hybrid working is here to stay for account managers. But while some people thought that communication had been improved, others thought it had worsened and the…

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Technology/ Digitisation

Co-creation of value is the key to successful KAM – 4th Annual AKAM Conference

Software Technology in KAM

ABM- is it KAM, CRM or something completely different?

Digitisation survey results

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