Upcoming Events

Our popular workshop format offers KAM topic-focused presentations by experienced practitioners and KAM experts, followed by group discussions on interesting questions and challenges. Everyone present can share their experiences and benefit from those of others.

'AKAM Technical' workshops are half-day intensive, smaller-group learning sessions at which an expert workshop leader shares specific techniques with practitioners.

Our annual conferences have a more traditional conference presentation format, and therefore more speakers.

Meetings are held in a different location each time as far as possible, so that AKAM can reach as many people around Europe as we can. Presentations and, where possible, discussion outputs are uploaded afterwards to the Member Resources area of the website.

Member Webinar: Key customer selection and management approaches

Wednesday 10th April, 12:00 GMT

Where do you focus your limited resources? On which customers? Research shows companies frequently choose the wrong key customers based on past sales or even 'liking' - both poor indicators of future yields. So how should you choose key accounts? Do it right, and you will identify the best way to manage each of your  key customers - they are not equally deserving of your time, attention and money.

Whether you are a KAM programme manager looking at your company's KA portfolio or a key account manager looking at your own customers, you need to understand what kind of KA they are and the best way to treat each, given limited resources (and that's everywhere!).

Dr Diana Woodburn, AKAM Chairman, will take you through an objective process of key customer selection and differentiated management.


AKAM Members can register for this event by logging in to Member Resources.

Not yet a member? Join here.

AKAM Technical: Customer Experience Mapping Workshop

Wednesday 26th June, SDA Bocconi School of Management, Milan

Key customer business strategies often (and definitely should) exist, but do you have a key customer experience strategy? This workshop will give you a customer experience strategy template and the chance to go away with a draft. You will identify key people and their concerns and plot a way through the maze. Key account management is complicated and carried out in complex organisations, so finding out how to navigate through these relationships is an invaluable technique to learn. Click through on Customer Experience Mapping for more details.

Jerry Angrave, Customer Experience Association & Managing Director of Empathyce

Key Customer Relationships

Thursday 27th June, SDA Bocconi School of Management, Milan

Procurement thinks that supplier relationships should generally be limited to 7/8 years, suppliers want to keep going as long as possible.  So how can these crucial relationships be kept positive and productive for both sides? To cover a wide range of experience for you to share and discuss, this workshop’s session leaders represent FMCG, manufacturing and IT:  Andrea Dori, Director of Global Account Management, Illycaffe; Michael Widing, Customer Experience and Insight Manager, Hiab AB; and Andrea Busnelli, IBM and Professor Marco Sisti, SDA Bocconi School of Management. Click through on Key Customer Relationships for more details.

Autumn workshops

Value creation

Early November, 2019, Madrid, LafargeHolcim Offices
AKAM Technical: Value creation and co-creation with Richard Ilsley


3rd Annual Conference on all KAM topics

Wednesday 4th March, 2020, Berlin, @ Pfizer Head Office Germany 

The conference will cover a fascinating range of topics in KAM, from both practitioner and academic speakers. Details later.