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AKAM Workshops & Conferences

What’s wrong with key account manager remuneration?

Dr Diana Woodburn highlighted the principal issue, i.e. that the role of the key account manager is broad, cross functional, complex and long term, whereas they are predominantly rewarded for sales – which is sharply focused, functionally narrow, relatively simple and short term. Hence often poorly matched to the customer’s needs and timelines. Dr Diana…

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Podcasts

KAM of the Year Podcast

Mike Green leads this discussion about KAM’s Key Account Manager of the Year award for 2023. In conversation with Mike are Thierry Josselin (Winner 2021) and Bob Delwig (Highly commended 2022). The discussion covers the process for applying for the award and the benefits of doing so for the individual concerned. Apply Today! Entries are…

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Podcasts

Relationships with key accounts: Implementation

You’ll need a well-developed relationship to implement your plan, but what does ‘relationship’ mean in a KAM context? Key account mangers often fail to understand it and are deluded about the quality of their customer relationships. Richard Ilsley and Olivier Rivière talk about what a real KAM relationship looks like, what it can achieve, and…

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Member Resources

Key Account Plans: What are they and why do we have them?

You can’t just write a plan, you need first to devise a strategy based on great customer understanding (why and how) before nailing down the activity (what?) and the people to address (who?). Key account managers often complain that plans are a waste of time and don’t get used – which is ironic, when it’s…

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Diagnostics and tools

Strategic key account plans: format

There is a fair amount of work to do to produce a strategic key account plan – you don’t want to spend time trying to decide on a format. Use this downloadable tried and tested framework to communicate necessary information and plans in a logical and coherent form that anyone who needs to know in…

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Diagnostics and tools

Transitioning to KAM (1): the different phases of KAM development

Any organisation needs to take much the same actions to develop and establish key account management as any other. A ‘rough and ready’ assessment from internal sources can show far the company has progressed along the KAM transitioning curve, by identifying which essential actions for KAM development have been taken, and to what extent. Valuable…

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Diagnostics and tools

Frameworks for designing and assessing performance & reward schemes

Performance and reward schemes are notoriously tricky. Instead of stimulating the action and behaviour you want, they can just as easily act as a deterrent, especially in KAM, which is more complex and involves more people than Sales. Three frameworks are presented here to use as tools to help you develop the right scheme. The first…

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Diagnostics and tools

Transitioning to KAM (2): detailed audit and action checklist

This audit framework is aligned with the ‘quick and dirty’ checklist in ‘Transitioning to KAM (1), but shows more specific actions to bring all bases into line in your current position in KAM development, and shows you what to do next to move your organisation to where it wants to be. To understand the different phases of KAM development,…

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Webinar

Strategic partnership conversations: from supplier-customer to partnership

It’s hard to develop the business if your conversations with key customers are stuck at the sales/operations level. In this webinar, Dr Régis Lemmens explains how to develop an understanding of customer facts into real meaning that can drive a vision of what might be. You have probably taken all the available shortcuts to results…

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Webinar

The big issue of KAM performance and rewards

In this webinar, Diana Woodburn shares insight into different ways that organisations recognise KAM performance and its consequences. If you’re a KAM programme leader or HR professional, you need to consider whether your performance and reward scheme sends mixed messages and encourages unfortunate behaviour. If you’re a key account manager, you’ll want to coach your…

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