Drawing a line between AM and KAM

There is a lot of unhelpful confusion around Account Management and Key Account Management and a lack of clarity about the difference in nature and goals. AM is a plain necessity for B2B suppliers, while KAM is a strategic choice that should be a core element of the operating model and strategic capabilities of the organisation. Companies with solid KAM practice tend to grow faster than their sector’s average and be more resilient to crisis. Olivier Rivière describes the differences and concludes that drawing a line between AM and KAM can only be beneficial. In both cases improving capabilities and execution will bring results but the effort to be made is not the same.