Key account management case studies

KAM is a commitment to work differently with certain priority customers and, to fulfill this promise, other supplier divisions have to understand and support KAM.

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What examples are there of negative top management involvement? Best-practice companies choose to train their operations and supply chain people in KAM as well as their sales people.

Key account management case studies

Once the organization has accepted that it is embarking on a major change, and senior managers understand what KAM is and have bought in to it, the next step is to find someone who is going to champion the KAM program and drive the implementation. What has it achieved? Improve Negotiation Capabilities 9. Some of these deals can be big enough that there would be real damage to the supplier company if they went sour. But to get there requires a different way of working. The case provokes valuable discussion on the role and execution of a key account manager's job, which can help an organisation clarify what it expects for itself and for its key account managers. Print Loading This includes functions not typically associated with key account coverage. Which is the best example of that top management involvement? If a key account is promised priority access to urgent products or services, it is Operations who can provide that, not Sales. Reallocate Sales Coverage 7. Do key account managers want top managers involved with key accounts? The right metric for a key account manager is the lifetime value of their customer the customer bottom line , not top-line revenues. KAM implementations take years, not months. Your key account program should not be static over time.

Step Seven: Benchmark and build. In what way are they negative? But to get there requires a different way of working.

Conflict scenarios at Premium Insurance Premium Insurance is an entirely fictitious company, but the situations described will be recognisable to Key Account Managers in many other sectors.

Are you all agreed? Who would be involved in your company, what would their views be, what influence would they have? In what way?

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How to Succeed at Key Account Management