What do Key Accounts really value?

Understanding what Key Accounts Value and building a compelling Value Proposition

Friday 22nd October 2021
11:15-12:15 p.m. GMT | 12:15-1:15 p.m. CET
Paul Wilson | Independent Consultant in Strategic & Key Account Management

Do you want to move your customer relationship from “Supplier” to “Strategic Partner”?

Do you really know what your accounts and customers “value” and how you can “add value” to them and grow your business at the same time?

Do you struggle to differentiate your offer from the competition?

Do you find your customers switching off because you are selling your products and services to them rather than helping them grow their business?

Research has shown that suppliers who present a value proposition that helps the account grow their business are 48% more likely to grow their own business than if they adopt a traditional sales and marketing approach.

If you want to find out more about how to answer the questions above and grow your business with your largest most important Key Accounts, then join the webinar to find out.

This webinar is aimed at KAMs, KAM Team Leaders, Marketers and any other people who are involved in understanding customer needs, and developing and delivering value propositions for them.


  • Understanding value.
  • Uncovering what the account values
  • The building blocks of a compelling value proposition.
  • How to deliver it to the customer with high impact.
  • How to capture the value created for the Account and for the supplier

Paul will share a range of tools that can be used to:

  • Gather meaningful insights.
  • Create a Key Account Strategy.
  • Innovate to identify new sources of Value.
  • Construct a compelling Value Proposition.
  • Link the Value Proposition to the products, services and solutions on offer.
Sylvie Lacoste

Paul Wilson
Independent Consultant in Key Account Management

Paul has over 20 years experience of commercial leadership roles in the pharmaceutical industry. Initially at Eli Lilly in Sales, Sales Management, Key Account Management and Commercial Portfolio Management. Then 10 Years at Pfizer as Commercial Director for the UK Business and 5 years as a Senior Director setting up and leading an award winning Global Key Account Management Centre of Excellence. Most recently Paul led the Channel Management Organization in Upjohn/Viatris supporting markets to grow capabilities in Key Account Management, Retail Management and Channel Management. Paul is now an Independent Consultant .

Hosted by:

The Association for Key Account Management

For more information:

Email [email protected]

AKAM's next webinar:

Simon Templar
Integrating functions through KAM
Friday 12th November 2021