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- Sales is a strategic issue
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1. The changing role of salespeople
- Prof. Bill Donaldson
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2. Strategic customer management: sales is a strategic issue
- Prof. Nigel Piercy
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3. Understanding the sales process: selling in the 21st century
- Mr. Harry Macdivitt
- Sales and marketing drive customer value
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4. Ending the war between sales and marketing
- Mr. Andrew Turnbull
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5. Clarifying the roles of marketing and sales
- Dr. Kenneth Le Meunier-FitzHugh
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6. World class key account management
- Prof. Lynette Ryals
- Sales performance improvement is the priority
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7. Understanding the link with Customer Relationship Management (CRM)
- Dr. Pravin Balaraman
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8. Sales force performance management
- Dr. Régis Lemmens
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9. How sales and sales management are changing
- Ms. Beth Rogers
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 September 1, 2024, from https://doi.org/10.69645/LDPX9426.Export Citation (RIS)