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  • Olivier Rivière


Updated: Feb 19, 2023

Many companies ask themselves questions in relation to key account management such as:

  • Which key account method is the right one?

  • What support from the board level is necessary?

  • How do you define key accounts correctly?

  • What is the best way to select and develop key account managers?

  • How do you define strong key account plans based on customer insights?

  • How can digital technologies support KAM?

Our free e-book presents a modern, systemic approach to key account management (KAM). In addition to the basic concept and components of a KAM programme (strategy, customer segmentation, account teams, plans, digital technology), we address success factors such as management support, the crucial role of a key account programme director and the targeted development of KAM-specific competencies.

This e-book is intended for managing directors, board members and sales directors who want to set up a powerful key account management or who want to give new impetus to an existing KAM programme.

It is equally valuable for key account managers who want to broaden their horizons on the subject of key account management.

Click here to download:

Download PDF • 3.08MB

Key account management as a growth engine

Many studies prove that systematic key account management can significantly increase a company's growth. It is not only the quantity of growth that is relevant, but also its quality.

A KAM initiative focuses on relationships with key accounts that contribute to healthy business growth and have real strategic importance. A corresponding key account management initiative therefore also leads to greater differentiation from competitors.

The right combination of processes, tools, competence and behaviour

Implementing effective key account management is a challenge for any organisation and many who try fail.

From an organisational point of view, KAM requires the creation and use of a number of specific processes and tools that can be most efficiently defined within the framework of a KAM concept.

In human terms, KAM requires the selection of the right key account managers. These must have a combination of different competences and skills that is hard to find. Therefore, it is worth developing a KAM training programme to support key account managers and key account team members with training and coaching. This e-book therefore also includes an example of a complete key account management training programme.

Key account management also requires effective cooperation between different functions in the organisation. The account teams (employees who look after a specific client) must be carefully selected. Thus, the members of a key account team should show more willingness to cooperate across disciplines than is usually the case in the organisation.

Digitalisation: also relevant for KAM

The preparation, distribution and updating of account plans plays a very important role and is solved by a majority of organisations with the usual office applications. This is very time-consuming and not very efficient.

The use of specific key account management software allows key account teams to simplify all aspects of developing, communicating, implementing and updating a key account plan.

The e-book explains what software is available to support the various aspects of key account management and increase efficiency.

The positive impact of KAM on the whole organisation

Key account management "veterans" prove that consistent implementation of KAM has a positive effect on the culture of cooperation and the organisation's capabilities in the long run. More intensive cooperation is another positive effect.

Download E-Book

Download our e-book "An Introduction to Key Account Management" free of charge here and learn more:

Download PDF • 3.08MB

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