--- title: Cranfield Executive Development Blog | key account management description: key account management | --- [![Marques-SoM](https://blog.som.cranfield.ac.uk/hs-fs/hubfs/Marques-SoM.png?width=85&name=Marques-SoM.png)](https://www.cranfield.ac.uk/som)   - [Home](http://blog.som.cranfield.ac.uk/knowledge) - Featured - [CEO Summit](https://blog.som.cranfield.ac.uk/knowledge/tag/ceo-summit-2021) - Categories - [Changing World of Work](https://blog.som.cranfield.ac.uk/knowledge/tag/changing-world-of-work) - [Digital Transformation](https://blog.som.cranfield.ac.uk/knowledge/tag/digital-transformation) - [Economics](https://blog.som.cranfield.ac.uk/knowledge/tag/economics) - [Entrepreneurship](https://blog.som.cranfield.ac.uk/knowledge/tag/entrepreneurship) - [Finance and Accounting](https://blog.som.cranfield.ac.uk/knowledge/tag/finance-and-accounting) - [Implementation](https://blog.som.cranfield.ac.uk/knowledge/tag/implementation) - [Leadership](https://blog.som.cranfield.ac.uk/knowledge/tag/leadership) - 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[Skills](https://blog.som.cranfield.ac.uk/execdev/topic/skills#topic) - [Reflections](https://blog.som.cranfield.ac.uk/execdev/topic/reflections#topic) - [Mentoring](https://blog.som.cranfield.ac.uk/execdev/topic/mentoring#topic) - [Coaching](https://blog.som.cranfield.ac.uk/execdev/topic/coaching#topic) - [Impact](https://blog.som.cranfield.ac.uk/execdev/topic/impact#topic) - [Influence](https://blog.som.cranfield.ac.uk/execdev/topic/influence#topic) - [Management](https://blog.som.cranfield.ac.uk/execdev/topic/management#topic) - [Conversations](https://blog.som.cranfield.ac.uk/execdev/topic/conversations#topic) - [Talent](https://blog.som.cranfield.ac.uk/execdev/topic/talent#topic) - [Career](https://blog.som.cranfield.ac.uk/execdev/topic/career#topic) - [Back to Knowledge hub](https://blog.som.cranfield.ac.uk/knowledge#topic) ![From Salesperson to Strategic Partner: Reflections on the evolution of key account management](https://blog.som.cranfield.ac.uk/hubfs/AdobeStock_1416335784.jpeg) ![](https://blog.som.cranfield.ac.uk/hubfs/SueHolt.png) By [Dr. Sue Holt](http://blog.som.cranfield.ac.uk/execdev/author/dr-sue-holt) ## [From Salesperson to Strategic Partner: Reflections on the evolution of key account management](http://blog.som.cranfield.ac.uk/execdev/from-salesperson-to-strategic-partner) ##### Dr Sue Holt explores how key account management is aligning and adapting to the needs of today's organisations. *( read )* Tags: [key account management](http://blog.som.cranfield.ac.uk/execdev/topic/key-account-management), [KAM](http://blog.som.cranfield.ac.uk/execdev/topic/kam), [article](http://blog.som.cranfield.ac.uk/execdev/topic/article) ![An Open Letter to CEOs: Do you want a huge competitive advantage?](https://blog.som.cranfield.ac.uk/hubfs/AdobeStock_780778789.jpeg) By [Mark Davies](http://blog.som.cranfield.ac.uk/execdev/author/mark-davies) ## [An Open Letter to CEOs: Do you want a huge competitive advantage?](http://blog.som.cranfield.ac.uk/execdev/open-letter-to-ceos) ##### Rethink your selling strategy and shift it to a value-based KAM business model  *( read )* Tags: [key account management](http://blog.som.cranfield.ac.uk/execdev/topic/key-account-management), [KAM](http://blog.som.cranfield.ac.uk/execdev/topic/kam), [article](http://blog.som.cranfield.ac.uk/execdev/topic/article) ![10 Tips for Negotiating with Key Customers](https://blog.som.cranfield.ac.uk/hubfs/Negotiation%20image%20small.png) By [Professor Javier Marcos and Richard Vincent](http://blog.som.cranfield.ac.uk/execdev/author/professor-javier-marcos-and-richard-vincent) ## [10 Tips for Negotiating with Key Customers](http://blog.som.cranfield.ac.uk/execdev/10-tips-for-negotiating-with-key-customers) ##### How can suppliers design negotiation processes for better creating and capturing value? *( read )* Tags: [key account management](http://blog.som.cranfield.ac.uk/execdev/topic/key-account-management), [KAM](http://blog.som.cranfield.ac.uk/execdev/topic/kam), [article](http://blog.som.cranfield.ac.uk/execdev/topic/article) ![Malcolm McDonald's Ten Guidelines for Profitable Key Account Management](https://blog.som.cranfield.ac.uk/hubfs/ED%20Blog/ED%20Images/OEP/S%20and%20M%20%28Sales%20and%20Marketing%29/KAMBP/Ten%20Top%20Guidelines%20for%20Profitable%20KAM.png) ![](https://blog.som.cranfield.ac.uk/hubfs/malcolm.png) By [Professor Malcolm McDonald](http://blog.som.cranfield.ac.uk/execdev/author/professor-malcolm-mcdonald) ## [Malcolm McDonald's Ten Guidelines for Profitable Key Account Management](http://blog.som.cranfield.ac.uk/execdev/malcolm-mcdonalds-ten-guidelines-for-profitable-key-account-management) **Key accounts are customers who help their suppliers grow, and consequently, they wield significant power. Although they are the...** *( read )* Tags: [Cranfield School of Management](http://blog.som.cranfield.ac.uk/execdev/topic/cranfield-school-of-management), [featured learning](http://blog.som.cranfield.ac.uk/execdev/topic/featured-learning), [featured leadership](http://blog.som.cranfield.ac.uk/execdev/topic/featured-leadership), ![Key Account Management - Negotiating with Key Customers](https://blog.som.cranfield.ac.uk/hubfs/Negotiations_Blog_Image_Sept19.jpg) ![](https://blog.som.cranfield.ac.uk/hubfs/SueHolt.png) By [Dr. Sue Holt](http://blog.som.cranfield.ac.uk/execdev/author/dr-sue-holt) ## [Key Account Management - Negotiating with Key Customers](http://blog.som.cranfield.ac.uk/execdev/negotiating-with-key-customers) **Strategic negotiation is a fundamental competence for [key account managers.](http://blog.som.cranfield.ac.uk/execdev/what-does-a-great-key-account-manager-look-like) Many key account managers still struggle to move away...** *( read )* Tags: [Cranfield School of Management](http://blog.som.cranfield.ac.uk/execdev/topic/cranfield-school-of-management), [featured learning](http://blog.som.cranfield.ac.uk/execdev/topic/featured-learning), [featured leadership](http://blog.som.cranfield.ac.uk/execdev/topic/featured-leadership), ![Key Account Management: What have you done for me lately?](https://blog.som.cranfield.ac.uk/hubfs/What_have_you_done_for_me_lately_blog_Image_2019.jpg) By [Professor Rodrigo Guesalaga](http://blog.som.cranfield.ac.uk/execdev/author/professor-rodrigo-guesalaga) ## [Key Account Management: What have you done for me lately?](http://blog.som.cranfield.ac.uk/execdev/key-account-management-what-have-you-done-for-me-lately) **We can be very proud of having a key account management (KAM) programme in place, but:** *( read )* Tags: [Cranfield School of Management](http://blog.som.cranfield.ac.uk/execdev/topic/cranfield-school-of-management), [featured learning](http://blog.som.cranfield.ac.uk/execdev/topic/featured-learning), [featured leadership](http://blog.som.cranfield.ac.uk/execdev/topic/featured-leadership), ![What does a great key account manager look like?](https://blog.som.cranfield.ac.uk/hubfs/What_does_a_great_key_account_manager_look_like_Blog_image_Aug19.jpg) ![](https://blog.som.cranfield.ac.uk/hubfs/SueHolt.png) By [Dr. Sue Holt](http://blog.som.cranfield.ac.uk/execdev/author/dr-sue-holt) ## [What does a great key account manager look like?](http://blog.som.cranfield.ac.uk/execdev/what-does-a-great-key-account-manager-look-like) **The key account manager role is very different from that of a traditional salesperson, and increasingly many key account managers...** *( read )* Tags: [Cranfield School of Management](http://blog.som.cranfield.ac.uk/execdev/topic/cranfield-school-of-management), [featured learning](http://blog.som.cranfield.ac.uk/execdev/topic/featured-learning), [featured leadership](http://blog.som.cranfield.ac.uk/execdev/topic/featured-leadership), ![Develop customer relationships - I want you to be my partner for life!](https://blog.som.cranfield.ac.uk/hubfs/I_want_you_to_be_my_partner_for_life_Image_2019.jpg) By [Professor Rodrigo Guesalaga](http://blog.som.cranfield.ac.uk/execdev/author/professor-rodrigo-guesalaga) ## [Develop customer relationships - I want you to be my partner for life!](http://blog.som.cranfield.ac.uk/execdev/develop-customer-relationships-i-want-you-to-be-my-partner-for-life) **The greatest potential of using [key account management (KAM)](http://blog.som.cranfield.ac.uk/execdev/the-key-account-management-framework) as a strategic approach for growing a supplier’s business, rests on...** *( read )* Tags: [Cranfield School of Management](http://blog.som.cranfield.ac.uk/execdev/topic/cranfield-school-of-management), [featured learning](http://blog.som.cranfield.ac.uk/execdev/topic/featured-learning), [featured leadership](http://blog.som.cranfield.ac.uk/execdev/topic/featured-leadership), ![Developing Customer-led and Customer-focused Strategies](https://blog.som.cranfield.ac.uk/hubfs/Developing_customer-led_and_customer-focused_strategies.jpg) ![](https://blog.som.cranfield.ac.uk/hubfs/SueHolt.png) By [Dr. Sue Holt](http://blog.som.cranfield.ac.uk/execdev/author/dr-sue-holt) ## [Developing Customer-led and Customer-focused Strategies](http://blog.som.cranfield.ac.uk/execdev/developing-customer-led-and-customer-focused-strategies) **As [key account management](http://blog.som.cranfield.ac.uk/execdev/the-key-account-management-framework) has evolved over the last twenty years it has moved from a focus on what the supplier wanted to achieve...** *( read )* Tags: [Cranfield School of Management](http://blog.som.cranfield.ac.uk/execdev/topic/cranfield-school-of-management), [featured learning](http://blog.som.cranfield.ac.uk/execdev/topic/featured-learning), [featured leadership](http://blog.som.cranfield.ac.uk/execdev/topic/featured-leadership), ![Adopting Key Account Management - Choose me and I will choose you](https://blog.som.cranfield.ac.uk/hubfs/Choose_Me_or_I_Will_Choose_You_Blog_Image_2019.jpg) By [Professor Rodrigo Guesalaga](http://blog.som.cranfield.ac.uk/execdev/author/professor-rodrigo-guesalaga) ## [Adopting Key Account Management - Choose me and I will choose you](http://blog.som.cranfield.ac.uk/execdev/adopting-key-account-management-choose-me-and-i-will-choose-you) **[Adopting Key Account Management (KAM)](http://blog.som.cranfield.ac.uk/execdev/adopting-key-account-management-12-mistakes-to-avoid)requires the commitment of specific resources, changes in the organisational structure and,...** *( read )* Tags: [Cranfield School of Management](http://blog.som.cranfield.ac.uk/execdev/topic/cranfield-school-of-management), [featured learning](http://blog.som.cranfield.ac.uk/execdev/topic/featured-learning), [featured leadership](http://blog.som.cranfield.ac.uk/execdev/topic/featured-leadership), [VIEW MORE](http://blog.som.cranfield.ac.uk/execdev/topic/key-account-management/page/2) ## Talk to us about your world Call us on [+44 (0)1234 754500](tel:+441234754500) [Talk to us ↗](https://www.cranfield.ac.uk/som/executive-development/contact-us) [![cranfieldexecutivedevelopmentlogo](https://blog.som.cranfield.ac.uk/hs-fs/hubfs/cranfieldexecutivedevelopmentlogo.png?width=300&name=cranfieldexecutivedevelopmentlogo.png)](https://www.cranfield.ac.uk/som/executive-development)   - 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