Creating customer value is the core mission of marketing and sales organisations. To ensure your sales strategy creates sustainable customer value, ensure your strategy is underpinned by the following value co-creation principles.
How do you incentivise and support the roll out of key account management programmes? When implementing key account management (KAM), thought needs to be given to the question of how to incentivize and support the roll out of all key account management programs.
Key account management (KAM) has evolved radically over the last five years or so. The traditional focus of managing a large customer relationship is still tacit, but today a more sophisticated business model is required. Customers and suppliers seek to co-create value – and KAM is the perfect way to achieve this.
Ask organisations to list the essential ingredients of a Key Account implementation and Key Account Plans will always feature on the list as an imperative part of Key Account Management (KAM).
Planning for success can be daunting for organisations that recognise they need to focus on managing a portfolio of fewer (but larger and more powerful) strategic customers. Today, having a strong KAM capability is essential – and yet many organisations get the basics wrong, failing to achieve the results they planned for.