• Sales is a strategic issue
• 33 min
  1. The changing role of salespeople

  • Prof. Bill Donaldson
• 41 min
  2. Strategic customer management: sales is a strategic issue

  • Prof. Nigel Piercy
• 53 min
  3. Understanding the sales process: selling in the 21st century

  • Mr. Harry Macdivitt
• Sales and marketing drive customer value
• 28 min
  4. Ending the war between sales and marketing

  • Mr. Andrew Turnbull
• 36 min
  5. Clarifying the roles of marketing and sales

  • Dr. Kenneth Le Meunier-FitzHugh
• 51 min
  6. World class key account management

  • Prof. Lynette Ryals
• Sales performance improvement is the priority
• 41 min
  7. Understanding the link with Customer Relationship Management (CRM)

  • Dr. Pravin Balaraman
• 51 min
  8. Sales force performance management

  • Dr. Régis Lemmens
• 36 min
  9. How sales and sales management are changing

  • Ms. Beth Rogers

Printable Handouts

PDF

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