Executive Insight - What is World Class Key Account Management?

By Dr. Sue Holt
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Executive Insight - Managing the Key Account Portfolio

By Dr. Sue Holt
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Why many companies get key account management hopelessly wrong

By Professor Malcolm McDonald

Professor Malcolm McDonald explores 6 thought-provoking viewpoints on why many organisations are getting Key Account Management hopelessly wrong.

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How can you co-create value with your strategic customers?

By Javier Marcos Cuevas

Dr Javier Marcos explains the importance of supplier and customer organisations working together towards the same goal and introduces those practises which are associated with value co-creation: co-exploration, co-ideation, co-design, co-testing, co-launching and embedding.

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How to succeed at Strategic Account Based Marketing

By Professor Malcolm McDonald

Although the term Account-Based Marketing (ABM) has been around for many years and it has now become the focus for many companies, there is still some confusion about exactly what it is. At the pinnacle of ABM models is Key Account Management (KAM) known as Strategic Account Management (SAM) in the USA, which is one-to-one customer management. Below this are major accounts that are not quite big enough to be incorporated in KAM, this is ABM and involves one-to-few customer management. ABM...

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