KAM communications

A

Account Based Marketing (ABM) (9)
Alignment and agility (16)

B

C

P

R

S

Selection and categorisation of key accounts (29)
Senior management involvement (31)
Strategic key account plans (25)
Supplier evaluation (9)
Sustainability (8)

T

V

Papers and articles

The road to implementing a successful KAM roll-out

Article | Creating and introducing a KAM programme can be one of the most challenging yet rewarding strategic projects an organisation can implement. Follow a

Member Resources

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’,

Papers and articles

Crafting key account value propositions to win more business

Value propositions have been described as one of the most valuable concept in sales and marketing, and at the same time, one of the least

Papers and articles

What makes a good key account manager?

In this article from Bulletin No. 3, Mike Green shares his personal experience gained as a key account manager and director in AMEX and RM

Papers and articles

Are you really managing key account risk?

Risk awareness has always been in the long list of skills required of key account managers, but it is rarely high enough on the list,

Papers and articles

Comment accompagner ses KAM sur des projets internationaux?

Les responsables de comptes stratégiques, encore plus que les autres commerciaux, ont souvent une dimension internationale dans leur mission. Face à la complexité des grands

Papers and articles

Why are senior managers (not) involved with their firm’s most important customers? (In brief)

This very brief summary of conclusions from Victor Wullink’s Masters thesis gives a flavour of what he discovered from interviewing seven very different companies. He found

Papers and articles

Why are senior managers (not) involved with their firm’s most important customers?

There are radically different views on whether senior management should or should not be directly concerned with key customers. Sometimes challenging issues require the authority

Papers and articles

Why is Account-Based Marketing the hottest topic in KAM?

Research has shown that sophisticated buyers and customers tune out from everything except the most relevant messages and content. Two-thirds of senior executives don’t believe a salesperson

KAM communications