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Key Account Management


Key account management (KAM) is one of the most important changes in selling that has emerged during the past two decades. KAM is a radically different organizational process used by business-to- business organizations to manage their relationships with strategically-important customers, and it produces measurable business benefits.

Not surprisingly, smart business organizations are keen to implement KAM. But, sadly, many KAM implementations fail and are abandoned. In other cases, organizations find that they have to make big changes to the KAM programs to get them to function.

The good news is that many of these failures are unnecessary. KAM is a major change, but the chances of success can be dramatically increased by following specific steps:

Key take-aways from the program is:

  • Build strategies for Key account management, including penetrating, expanding, and protecting KEY accounts
  • Analyze the current status of relationships to identify discrepancies and develop a shared vision with customers.
  • Align members of the selling team with their counterparts in customer organizations to improve communication and collaboration.
  • Learn to set clearly defined sales and relationship goals with measurable results.
  • Lead value discovery sessions with internal teams and accounts for the purpose of value connection and co-creation
  • View needs from the buyer’s perspective to strengthen and deepen value for accounts
  • Assess strategic account management success, and determine whether they need to stay the course, pivot, or otherwise adjust the strategy
  • Build account plans that actually work and result in revenue growth, deeper relationships, and overall account success