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Navigable Slide Index

1. Introduction
2. What is key account management (KAM)
3. Drivers of KAM in business-to-business markets
4. Best practice KAM: diagnostic
5. Key account portfolio management
6. One global company's experience
7. How do you identify a key account?
8. Use gateway criteria to define a key account
9. Five types of key account relationship
10. Purpose statements
11. Managing a key customer portfolio
12. Customer lifetime value
13. Three ways to value customers financially
14. Focus on differential costs
15. An experience of a key account director
16. How CRM systems can help
17. An example of customer lifetime value
18. Creating a culture for KAM
19. Sales person vs. key account manager
20. Key account manager role: time on key activities
21. High-performance KAM teams
22. What makes a good key account manager?
23. Summary

Topics Covered

• Why KAM is the most important development in business-to-business marketing and selling for the past decade
• How to identify and prioritise key accounts
• Managing a profitable portfolio of key accounts
• The skills of a key account manager
• Why being good at selling is no guarantee of success in KAM

Links

Series:

• The Role of Salespeople

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on March 31, 2010