‘Who cares?’ is a great question to kick off the development of a KAM metric system. Because if nobody wants to know and is ready to act on the information, there’s no point in collecting the data. This question and ‘What would they want to know about KAM?’ drove the development of this three-tier model of KAM metrics from Diana Woodburn’s research with a cross sector group of companies. Key account managers contribute to the top tier, are responsible for middle tier of 8 metrics, and monitor (but are not responsible for) the foundation/operational tier. This model is invaluable in helping to sort out ‘necessary and sufficient’ metrics for KAM from all the data that organisations generate.
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