21st June (half day) & 22nd June 2023
AKAM Technical workshop & full AKAM meeting
Hosted by the Lisbon School of Economics and Management (Universidade de Lisboa)
Days
Hours
Minutes
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Lisbon 2023
We have a terrific program for you at ISEG in Lisbon. You’ll learn how researchers see the future of KAM/SAM/GAM, how Lufthansa is developing KAM leadership, and how you can secure the account-based growth you dearly wish for. Do you have a great strategic key account plan?
Join the AKAM Technical workshop to find out exactly how to produce one – and why it’s so important.
Location
Hosted by the Lisbon School of Economics and Management (Universidade de Lisboa)
Just 15 minutes from Lisbon Portela airport!
Rua do Quelhas, nº 6, 1200-781 Lisbon, Portugal
+351 213 925 800
Diana Woodburn
AKAM Chairman with 25 years of engagement with KAM as consultant, lecturer, researcher, author and, most particularly, trainer and coach to over 3,000 key account managers.
Strategic account planning workshop
Wednesday, 21st June 14.00 – 17.00 GMT
Strategic account planning is arguably the most important part of a key account manager’s job. And yet in many cases they are non-existent or not at all strategic.
So how do you set about the task of developing and writing your strategic key account plan? It takes time – 10% of your time, according to Dr Sue Holt’s research – though it’s as well not to leave it until the autumn when you don’t have enough time to meet the deadline.
This workshop will show you how important the plan is, how to carry out the necessary business analyses, how to derive genuine strategies for your business with the account and – vitally – how to use it! Participants will get the chance to try out together some of the tools that contribute to the formulation of the plan. If your company can provide the format, there’s a well tried and tested format available to use on the AKAM website.
- Why does it matter?
- Where do you start?
- Analysing the information
- Generating relevant and powerful strategies
- Presenting the plan
Stefan Wengler
Professor of Marketing & Sales and Head of a Research Centre at Hof University, Germany, specializing in Digital Transformation in Sales, Key Account Management and User Experience. His consulting projects with companies focus on strategy and management, especially value creation and sales excellence.
What does the future of Strategic Global Account Management look like?
Thursday, 22nd June 11.00 – 13.00 GMT
- Can there be Strategic Global Accounts with no sales?
- Does your company recognise the importance of end-user priorities?
- How do you manage the Strategic Global Account’s Strategic Global Accounts?
- What does it take to build through-the-line supply chain resilience?
The electronics/IT industry, where Stefan’s research is focused, generally leads the way in developing business practices as well as having an impact on most other companies, one way or another. Learning from the sector helps other industries to get ahead of the game, though many are already finding end-user priorities increasingly influence Strategic GAM. Besides managing their direct accounts, TIER-1/Tier-2 suppliers must work with their Strategic Global Account’s own strategic customers. It’s too dangerous to be left out of their conversation and hence get too little, second-hand information too late. In this session Stefan will identify the issues and suggest how best to approach them. Participants will explore together how their own companies do and could manage indirect, ‘no-sales’ customers.
Bev Burgess
Tim Shercliff
Bev Burgess, Inflexion Group Managing Principal, is an authority on account-based marketing, consultant and author of ‘A Practitioner’s Guide to Account-based Marketing ’, ‘Executive Engagement Strategies’ and, with Tim Shercliff, ‘Account-based growth – unlocking sustainable value through extraordinary customer focus’. Tim Shercliff, Inflexion Group Managing Director, gained his sales, strategy and operational management experience with IBM.
Achieving account-based growth
Thursday, 22nd June 11.00 – 13.00 GMT
- Unlocking sustainable value through extraordinary customer focus
- What do customers expect from strategic suppliers?
- Why is the 80/20 rule so important to successful key account management?
- What are the key ingredients for a successful account-based growth strategy?
Bev and Tim’s session will take you through the principles contained in their book ‘Account-based growth – unlocking sustainable value through extraordinary customer focus’. To find out how your company stacks up they have created an online questionnaire to which they will respond in their session. Just go to xxxxxxxxxxx to find out where you are now, which is invaluable in finding out what to do next.
We will organise an informal dinner at a restaurant on the evening of Wednesday 21st June.
If you will be in Lisbon to consider joining the dinner to meet the presenters and other participants. We will be charging €50 in advance to cover the cost of food and drink.
Please register and pay here by 14th June so we can give numbers to the restaurant.
Details of the restaurant’s location and website will be shown here by the end of April.
Register Now
Full Members
This ticket is for those with Corporate, Programme, Full Individual or Online membership with AKAM. You still need to register to attend.
21st June (half day) & 22nd June 2023
AKAM Technical workshop & full AKAM meeting
Hosted by the Lisbon School of Economics and Management (Universidade de Lisboa)
Days Hours Minutes Seconds
Register Now
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We have a terrific program for you at ISEG in Lisbon. You'll learn how researchers see the future of KAM/SAM/GAM, how Lufthansa is developing KAM leadership, and how you can secure the account-based growth you dearly wish for. Do you have a great strategic key account plan?
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