Key Account Management: Everything ABMers need to know (but were afraid to ask)

Introductions

B2B

ABM

<

12:21

2

Mike Green

Director, Account Management, People

Solutions, Capita

Kate Owen

Director, Industry Marketing and

ABM, Capita

SUBMITTING YOUR QUESTIONS:

glsr.live/ABM

The Sales Collaboration Index

3

Raising the Game with ABM:

2018 Benchmark Study |

Research Report

The role of the marketer in key account planning

Commercial in confidence 4

Commercial in confidence 5

6

“A supplier-led process of inter-organisational collaboration

that creates value

for both supplier and strategically important customers

by offering individually tailored propositions

designed to secure long-term profitable business

through the co-ordinated deployment of multi-functional capabilities.

” Woodburn & Wilson

Handbook of Strategic

Account Management, 2013

KAM relationship stages

7 7

Customer Supplier

Integrated

Co - operative

Interdependent

Complex

Simple Basic

Example KAM Proposition Approach

8

Sirius Decisions

External Case Study

The skills of the marketer in supporting KAM

9

10

“I like to listen. I have learned a great deal from listening

carefully. Most people never listen”

Next Generation KAM

11

Q&A

glsr.live/ABM