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Printable Handouts
Navigable Slide Index
- Introduction
- What is key account management (KAM)
- Drivers of KAM in business-to-business markets
- Best practice KAM: diagnostic
- Key account portfolio management
- One global company's experience
- How do you identify a key account?
- Use gateway criteria to define a key account
- Five types of key account relationship
- Purpose statements
- Managing a key customer portfolio
- Customer lifetime value
- Three ways to value customers financially
- Focus on differential costs
- An experience of a key account director
- How CRM systems can help
- An example of customer lifetime value
- Creating a culture for KAM
- Sales person vs. key account manager
- Key account manager role: time on key activities
- High-performance KAM teams
- What makes a good key account manager?
- 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
Talk Citation
Ryals, L. (2010, March 31). World class key account management [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/LDPX9426.Export Citation (RIS)