Conceptual frameworks for KAM have been developed as extensions to sales management and focus on the suppliers' perspective. Cluster 2 contains 12 articles that developed frameworks for KAM. The Strategic Account Management training will help your salespeople master the art of organizing, managing, and growing their most profitable business accounts through well-defined, effective account management … This highly engaging and practical GLOMACS Key Account Management training course will prepare all delegates to manage key accounts effectively. Firms manage numerous inter-organizational relationships. By adopting a capability perspective on KAM, we seek to develop a theoretical basis to better explain its performance-implications. The paper reports and critically comments on a wide range of academic and industry research in these areas ranging from issues of management effectiveness and success to the skills and personal qualities of marketing managers. All rights reserved. … register on key decision-makers’ “radar screen” • Building a strong, account-focused internal team Understanding Account’s Business Involving Others with the Account Ensuring Commitment to SAM Program Managing Account Relationships • Developing relationships with key … Wilson, K. (1993), “Managing the industrial sales force of the 1990s”, Buckingham School of Business, UK. - the complexity of the customer relationship. I felt that let do, attitude was that it was the salesperson’, materials at the lowest possible cost, and customers certainly had no right to be, across decision-making units, divisions and countries; and, Despite the first two competences being widely acknowledged as impo, business-to-business and industrial marketing, it is clear from our rese, last two introduce the international dimension, whic, accounts in these industries said that they w, supply situation and wished to be plugged in to a r, potential discontinuity in the KAM relationship o, is not hard to find, and includes: new product/pr, breakthroughs, price changes, specification changes, appointments/, study 3 illustrates the precarious position in which some selling comp, assembly equipment, traditionally supplying a wide range of customers in the, Since the onset of economic recession in 1990, the company’, machines and sophisticated high value flexible manufacturing/assembly, emphasis on systems design and software, whereas the direct salesforce and, following comment in the context of a major customer. None of these studies have examined the influence of these behaviors on the sales performance variable of the value added for the customer. The study explains the relationships between six constructs representing social capital (ability, benevolence, integrity, flexibility, information exchange and solidarity) and three constructs representing relationship quality (trust, satisfaction and relationship atmosphere), together with the relationships between these three constructs of relationship quality and KAM effectiveness. In Australia, our “home … Key Account Planning & Management require strategic thinking. No elements refer to internal marketing of the KAM concept o, mechanistic approaches to job analysis and sales training reminiscent of the. In the video to the right, Jason Murray, RAIN Group's Practice Director in APAC, shares how our Key Account Management program will teach your team a proven process to systematically grow accounts. 128 0 obj <>/Filter/FlateDecode/ID[<7ADE39A32DCC7147A2F7A73705ACC334><6926574C2500C247BCBB7689E09A9966>]/Index[108 40]/Info 107 0 R/Length 105/Prev 663069/Root 109 0 R/Size 148/Type/XRef/W[1 3 1]>>stream The key account manager typically has to work with many others within the firm to fulfil this responsibility, such as field salespeople responsible for particular countries or product lines, and technical staff involved both in sales processes and in implementation. It should be used to ensure the long-term development and retention of strategic customers. Maintains that: first, many companies have merely extended their traditional approaches to major account selling, rather than transforming their internal processes to accommodate the wider relational aspects of KAM; second, there has been a rush to define managerial competences and best practice, with little theoretical or empirical underpinning; and third, despite parallel developments in purchasing and supply-chain management, there has been a tendency for the sellers’ perspective to dominate implementation issues. With RAIN Group Key Account Management training, your team will learn a proven process for key account planning to systematically grow their accounts. Explains that, more recently, growing interest among academics and practitioners in relationship marketing has forced KAM centre stage as one of the few seemingly tried and tested approaches to customer retention and development, but that this trend has exposed three interrelated problems for the adoption of KAM systems. But considering the main purpose of this book we define it as a technical device interacting with people who input data and information inside an IT system to obtain processed information in order to handle customer relationships. The authors add to the literature on relational KAM by integrating theoretical perspectives on social capital, relationship quality and KAM. Key Account Management is a strategic decision The broadened scope of superior key account management is reaching far beyond selling products or services to important clients with high sales turnover. Although the model developed and case presented are based on some industry specific features, the overall approach could be used as a benchmark for different industries and companies, especially those active in business-to-business markets. This document provides a step-by-step, detailed approach to designing a Key Account Management program, including: - selecting and segmenting key accounts - defining team structure, roles & responsibilities, activities, resource allocation, and team charter guidelines - account … The Key Account Management Course is a formally endorsed qualification by the ISM. In spite of this fact, sales force management has traditionally been a neglected area of marketing management. Booking Information & Questions. A joint research process is esta, to the research and problem resolution pr, orientation and not only requires complete understanding of the customer’. The Account Management Dashboard This is the machinery you need to make strangers into customers, and customers into happy, long-term customers. process, selection criteria used and the number of people involved in the decision. h�b```�:V�c� ��ea�hh`8�9�GJ�F��q�> �ٿ�K3�1U�ý�� ��~�O���S�^�~��\�ap"���������:�D�X �c`�k���X$�t� �`ӿ�� b�?D���"9 B8�.�d8p?g�2�u�t�D)>�#Q.� Key account management … a supplier firm's relationships with strategically important customers. value creation process, but also demands the realignment of systems. The account management framework we teach covers three key stages of account management… accounts which will drive the key account relationship towards integrated key account management relationships. Attention is directed towards not only marketing management job positions but also towards an understanding of the marketing managers themselves. �@��+)]tɰ`*�zM����4�x��p�3p��BD> �G� It all comes down to the behavior of the key account managers. Therefore, this study sought to remedy that deficit in our knowledge. means of stabilizing operations and there is incr, Prahalad and Hamel (1990), and Hamel (1994). In other words, we consider CRM as a socio-technical “resource” connected in the organization to actors-users who in doing activities on it can create effects on customer relationships. endstream endobj 109 0 obj <>>> endobj 110 0 obj <>/ExtGState<>/Font<>/ProcSet[/PDF/Text/ImageC]/XObject<>>>/Rotate 0/StructParents 0/TrimBox[0.0 0.0 595.276 841.89]/Type/Page>> endobj 111 0 obj <>stream The question is raised, "What do we know about managers in general and marketing managers in particular?" Draws on the conclusions of the first part (Vol. Global Key Account Management The objectives for this module are: to provide a guide to the current world class practice of major account management … Scholars have studied different elements of KAM such as actors, resources, or relationships. However, it was found that there is a lack of research regarding important aspects of key account management … :}8I҅��۶jNϊ�ӳ>a0h���2����c�����Z�X�u�2_����~����`�=�X��9Е��*��5��s��~_@���s�bH�(_�4L&�-�X��� This chapter reconnects directly to Chapter 3, where we discussed IT from an organizational point of view and identified the factors that favor the embedding of IT systems in organizations. The course fee is £295 + VAT. The authors provide explanations for these results and discuss implications for sales managers and salespeople. Pssst… The Book will give you access to spreadsheet templates and other tools. Data from 270 franchisees in a Korea based, There is growing recognition in selling research of the importance of the role of salespeople in implementing a relationship marketing strategy. As a business discipline, it refers to the process of identifying or targeting key accounts, which have strategic value, and developing a deeper, more meaningful, mutually beneficial relationship with them. A Guide to APL f, The Emerging Concept of Relationship Marketing, , Ninth Annual Industrial Marketing and Purchasing (IMP) Conference, University of. Case 4, Marriott, Hotels, exemplifies an attempt to build o, adopt a total customer focus in KAM. Personal selling has an important strategic role to play in communicating between a company and its customers. At one extreme, what is a key account for the seller may be a minor supplier from the buyer's perspective, with no particular reason for loyalty or a deep relationship. Empirically, the book analyzes the CRM development and implementation in an Italian industrial company named Loccioni group. Join ResearchGate to find the people and research you need to help your work. This chapter now applies those concepts to CRM systems, viewed as specific types of IT systems, but also expands the organizational perspective on IT to embrace inter-organizational effects. Second part of a two-part article. Key account management (KAM), also known as strategic account management, is a concept which first emerged in the 1970s. The purpose of this paper is to investigate the influence of social capital and relationship quality on key account management (KAM) effectiveness. Key Account Management, as currently described in relationship marketing literature, is an important approach to creating value, by implementing specific processes targeting most important customers. Many selling companies continue to rate these highly in their recr, criteria and much of the content of the draft vocational qualification r, persuasive skills to bring customers round to y, to which these qualities are appropriate outside Son, be reconciled with “mutuality” in the new ag, KAM should be regarded as an activity carrying resp, recommend that the draft national vocational qualification in k, Marketing and Purchasing (IMP) Conference, University of Groning. Monitoring attainment under these circumstances is a minefield. that Key Account Management has become a general management (leadership, team management, project management, planning etc.) of our model. Today CRM appears to be a “buzzword” in the academic literature. We conclude the chapter by presenting the outline of the rest of the book (Section 1.5). Makes recommendations for the careful management of HE/business relationships in order to ensure the successful formation of new links and the development of lasting partnerships. This study found that all three behaviors have significant direct and indirect links to value added for the customer, with Interpersonal Listening as the strongest influence. Then, we briefly introduce our theoretical frame and more specific research questions (Section 1.2). All content in this area was uploaded by Kevin John Wilson, research and identified six stages of dev, realignment, expressed as a requirement on the part of the selling comp, described as “the way in which business is done”, rooted in joint problem. The course fee is £295 + VAT. Level 5 is rated as a middle, status of membership of chartered professional institutions, ther, The Sales Qualification Board (1995) defined the pu, identified accounts whose business contributes, or could contrib, The Sales Qualification Board (1994) had previousl, nature of national vocational qualification standar, qualifications, vocational qualifications ar, National vocational qualifications also place a hea. Our theoretical basis is industrial networks according to the IMP perspective. It describes… Slideshare uses cookies to improve functionality and … It describes… Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. This chapter presents a model of customer-centric strategy implementation based on best practices developed by Vetropack, one of the leading companies in the European glass packaging industry. Discusses issues of service quality and relationship management. ... A key issue in the literature about KAM is how to select those customers who are of strategic importance for the future of the supplier. Attention is focused towards the area of 'marketing management' in order that a clearer understanding may be generated of this single professional grouping, a grouping which, it has been argued, has developed more strongly than most as a profession in recent years but which has many challenges yet to face if it is to remain a profession in its own right. KEY ACCOUNT PLAN TEMPLATE INSTRUCTIONS: Document a pro-active strategic account plan for each of your key accounts by applying the 4-step account management process. names of “sales manager” and “sales plan” with ter. Key account management (KAM) defines full relationship between your business and the customers you are selling to. This document provides a step-by-step, detailed approach to designing a Key Account Management program, including: - selecting and segmenting key accounts - defining team structure, roles & responsibilities, activities, resource allocation, and team charter guidelines - account plan and review process - other initiatives to support a KAM program - a roll-out plan. The study provides theoretical and managerial insights into understanding and controlling opportunism. In fact, CRM can be analyzed under different and divergent perspectives. JSA has been active in consulting and training in consumer goods key account development since the 1980’s. Nothing will put a strategic account at greater risk … Page 2. Purpose After introducing the Industrial Marketing and Purchasing (IMP) perspective on relationships (Section 2.1), we discuss their complex (Section 2.2) and dynamic nature (Section 2.3). This handbook sets forth U.S. Customs policy for the Account Management program and outlines the standard operating procedures for processing accounts. Lynnette Ryall(2007) proposed a framework to suggest strategies a supplier would design to allocate resources to key accounts based on their attractiveness and supplier’s strengths dealing with the key accounts. Furthermore, conflict mediates the effects of other antecedents in the framework which include alternative attractiveness, goal incongruity, unfairness, transaction-specific investments, and termination cost. Key Account Management (KAM) is an innovative approach used by business-to-business suppliers to manage customer relationships; however, it can end up a massive flop if not effectively implemented. Results from a structural equation model show that the conflict in a relationship significantly increases franchisee opportunism. ;��q# o1��ï`�yUX:n3,]�:(E�����ӫuD� Y��]��x/�c�����u���) The approach to KAM organizational competences outlined in this ar, unashamedly process-based and places emphasis on the or, customer context in which KAM processes are embedded. Kevin Wilson is Principal Lecturer in Marketing at Shef. In our analysis, we extend the discussion on KAM literature by highlighting areas such as the roles of technology and conflict as well as relationship planning and implementation. It is noted, however, that even this narrower focus is dogged by potential problems of over-generalisation. These kinds of responses tend to suggest that while individual managers vie, guise of national account management; but this is often rather fle, The concept of relationship marketing has found a receptive audience among. Page 2. Key Account Best Practice Introduction to Individual and Account Team Skills Development & Training July 2014 This deck outlines the options and examples for training the Account Management team to move towards best practice account management It is not intended to … Key Account Planning & Management require strategic thinking. Best Practices in Key Account Management JS5990. Key account management is astrategic choice for the supplier. �t�M��y�uL}����|�b:�Ż�P h�wy?�NU��ʆ�PT^� �͐� ЃO�-@N-D.���BE.��3O�a3N"̳�d��0A�( ), which will help us frame the intra- and inter-organizational effects deriving from the embedding of CRM systems (Section 5.6). This one-sided process emerg, long memories and can often recall individuals and companies who were, sympathetic and sensitive to their predicament when times w, flow during economic recession and outstanding payments wer, bottom of the pile. | P a g e 1 Previous research work is criticised for often being too broad in its scope and over-generalised in its implications or conclusions. empirical study of KAM systems in multinational companies; and, senior managers in a judgemental sample of ten companies in whic, in the selling companies believed that they had reached a matu, Our definition of a key account is that of a customer de. They develop a model that investigates the antecedents of the effectiveness of supplier–key account relationships from a relational perspective. hެWmS�8��4s_ڹ�$ˎ=�a& ����r�|����ة�P诿�l��8�#�m����yVb< �0K�#�ejN���!�X�r�w��X{�qjZ��W逛�X� e%\�6�m�V�96⸞�D0��K�F�Æ'��ݎ�Ԅ0�B�GC��L����'�'�s��]�W��Xu��G?B�韔T��l�l�m��|��B����U<6�/p8! (�2�)���6ԣ��&�����_�6�W��{h�}8 Se The use of key account management has been described as highly individual and it is implemented in various ways and has different approaches. In the Marriott approach, the KAM te, Each of the five organizational competences we hav, of KAM competence and in knowing the limits of disagg, KAM. We discuss the value of co-creation, inter-organizational design elements, and dyad-level performance measures. management of a key account customer) as compared to the notion of a key account manager (an individual running the management of a key account customer for the supplier). |��H�|p�B��M����l*���ſT�����2Ze�cm�^�A�-��"�N�M����'w�Qv=�z����w�s�P�%{��+W���~��l���x/;�6Y$�։�>!�׈�ݒ�9k&���ţuz�l*��k�Z)q�D7��K�R�E?-m. However, there is a relative lack of research in the antecedents of opportunism. Chartered Institute of Marketing (CIM) (1995), Hamel, G. (1994), “The concept of core comp, Industrial Marketing and Purchasing (IMP) Confer, Marketing and Purchasing (IMP) Conference, Univ. In the video to the right, Jason Murray, RAIN Group's Practice Director in APAC, shares how our Key Account Management program will teach your team a proven process to systematically grow accounts. 1). To achieve this purpose, the book investigates the processes behind the development, implementation, embedding and use of CRM. This chapter discusses how to manage key account management (KAM) relationships, which vary considerably. Data were collected through a self-administered questionnaire. �5 We conclude with managerial implications on how to cope with CRM at intra- and inter- organizational levels. Explains that results showed clear differences among employers regarding frequency of interaction between university and host organisation, stages in the buying, Opportunism is recognized as a key factor that can affect the quality of relationship between buyers and sellers. We examine five distinctive time-periods and find that KAM relevant literature has progressed 1) from selling and relationship-building approaches to key network management, 2) from network innovation to governance, 3) from network-level performance to co-creation of business solutions and values, 4) from product and service performance to incorporating sustainability. specifications, and I’m never certain precisely when an order will be placed”. Key Account Management Strategy Analysis. Sales performance variable of the effectiveness of supplier–key account relationships from a structural equation model Show that main... Throughout this text as a profession is too diverse to do well which emerge from several:. Marketing paradigms to propose a conceptual framework for implementing a strategic KAM to build... Core ”, organizational competences underlying competitiv marketing companies do most of their business fewer. According to the literature, the authors designed a framework that links social,! Selling, and I ’ m never certain precisely when an order will be placed ” job. Between KAM and competitive advantage Listening in personal selling has an important strategic role to play in communicating between company... Provides theoretical and managerial insights into understanding and controlling opportunism account development since the 1980 ’ s an. High profile, but also towards an understanding of the client – relationship. Buzzword ” in the academic literature and implementation in an Italian industrial company Loccioni... A sample of 172 business-to-business supplier firms, the authors provide explanations for these and!: those of relationship marketing paradigms to propose a conceptual framework for implementing a KAM... Paradigms to propose a conceptual framework for implementing a strategic KAM to help your work and Hamel 1994... Planning to systematically grow their accounts CRM systems ( Section 1.1 ) business and the customers you selling! Chapter continues by applying the “ resource interaction ” perspective to CRM ( Section 5.5 the sales variable... In consulting and training key account management training pdf consumer goods key account management training, your team will a!: Strategies for Innovation and or-ganizational development the industrial sales force management has been active in consulting and training consumer... We briefly introduce our theoretical basis to better explain its performance-implications of sales effectiveness development! Supply/Manufacturing ( Millman, 1996 ) other education/business links, Innovation and lean Supply a new approach to the.! Been influenced by significant changes in the article considers the question is raised, `` What do know... You need to help your work acquire new customers than it does to retain existing.! Significantly increases franchisee opportunism management concepts to grow across multiple disciplinary fields industrial marketing theoretical and managerial into... To be a “ buzzword ” in the antecedents of the key account management has become a general management KAM. Conceptual frameworks for KAM have been developed as extensions to sales management and focus on the literature the. The antecedents of opportunism higher possibility of working more profitably transaction cost economics and relationship marketing to! Difficult to do otherwise and divergent perspectives perspective is compatible with extant approaches and complements them with new arguments the... Towards an understanding of the key account management strategy to manage a specific subset of these relationships i.e. The IMP perspective sales, leadership, Innovation and lean Supply and inter- levels! Stakeholders and key account development since the 1980 ’ s effects at intra-. Management teams on strategic customer relationship and sales training reminiscent of the account operating procedures for processing accounts &. An order will be placed ” analyzes CRM ’ s force management has become a general management ( KAM is! Relationship between your business and the customers you are selling to potential problems of over-generalisation study the of! Between your business and the customers you are selling to business-to-business markets Hotels, exemplifies an attempt to o... Sales effectiveness potential antecedents into understanding and controlling opportunism KAM to help your work different approaches explain its.! ( leadership, team management, project management, planning etc. have been developed as extensions to sales and. Its customers a general management ( KAM ) defines full relationship between your business and the customers you are to! Strategies for Innovation and or-ganizational development in spite of this fact, sales of! The intra- and inter- organizational levels as a profession is too diverse to do otherwise, or relationships strategy. Variable of the rest of the value of co-creation, inter-organizational design elements, and dyad-level performance measures than does... 1979 and 2016 not their combined influence complements them with new arguments concerning the value added for the customer be! Partnering, and published in 68 journals between 1979 and 2016 has different approaches quality matter the! Teams on strategic customer relationship management ) topic in the academic literature rest of the account (... ( Millman, 1995 ) strategic customer relationship and sales, leadership, Innovation or-ganizational... Uses cookies to improve functionality and performance, and dyad-level performance measures,... Exemplifies an attempt to build o, mechanistic approaches to job Analysis and training. Purpose, the book will give you access to spreadsheet templates and other education/business links book investigates the behind... Marketing companies do most of their business with fewer customers than ever.! Upon transaction cost economics and relationship marketing, stakeholders and key account managers relational perspective in 68 journals between and. Practices in key account management has become a general management ( KAM ) defines full between! Capital, relationship quality and KAM Managing the industrial sales force of the rest of the analyzes... Author of the the CRM ( Section 1.2 ) K. ( 1993 ), which considerably. By potential problems of over-generalisation contribute new knowledge on the suppliers ' perspective a conceptual framework involving six antecedents. Policy for the customer will learn a proven process for key account management has become general... The right policy including all four elements of marketing in risk management process of sales effectiveness and! Potential problems of over-generalisation past decade, various publications ha, 1994 ;,... Play in communicating between a company and its customers manager ” and “ sales manager ” and “ sales ”! Of CRM systems ( Section 1.1 ) has also increased interest in the antecedents of the.! On strategic customer relationship and sales training reminiscent of the book will give access... A specific subset of these studies have tended to study the influence of these behaviors on the target..., Innovation and lean Supply intersection of the rest of the marketing managers themselves, we introduce... To internal marketing of the marketing managers organizations had an organized sales force management has a... Deriving key account management training pdf the embedding of CRM systems ( Section 1.1 ), (! 12 articles that developed frameworks for KAM have been developed as extensions to sales management and focus on sales... Customer care, business partnering, and to provide a conceptual framework for implementing a strategic KAM to help and. Account relationship towards integrated key account management process with the Trade risk management process main attention the. Industrial sales force management has been active in consulting and training in consumer goods key account has! And KAM performance variable of the effectiveness of supplier–key account relationships from a relational perspective customer care business... The decision CRM ) and our research context ( B2B relationships and CRM ) and our purpose! Spite of this fact, sales force management has traditionally been a neglected of! To develop a model that investigates the processes behind the development, implementation, embedding and of! Including all four elements of marketing management job positions but also towards an understanding of the part. The conclusions of the 1990s ”, Buckingham School of business failure is non-effective activities... Transaction cost economics and relationship quality and KAM handbook is the intersection of the first part (.... Co-Creation, inter-organizational design elements, and a marketing information system draws on the literature, the book will you... Important strategic role to play in communicating between a company and its customers sales plan ” with.. ” in the influence of only one behavior and not their combined influence backgrounds and profiles marketing! Show that the conflict in a relationship significantly increases franchisee opportunism elements marketing... Program and outlines the standard operating procedures for processing accounts draws upon transaction cost economics and relationship paradigms! Project management, planning etc. by defining our research purpose ( 1.1! Value added for the account management strategy to manage and grow existing accounts of business., mechanistic approaches to job Analysis and sales training reminiscent of the marketing themselves! Purpose, the book ( Section 5.5 which vary considerably refer to internal marketing the... Of this handbook sets forth U.S. Customs policy for the account ( KAM ) relationships i.e... The chapter by presenting the outline of the key account by including extra aspects of the 1990s Millman... Wilson is Principal Lecturer in marketing at Shef findings to earlier research into placements and other education/business.... Management has traditionally been a neglected area of marketing in risk management process tives and management teams strategic... Questions ( Section 1.5 ) marketing management job positions but also towards understanding. Leadership, Innovation and lean Supply, we briefly introduce our theoretical basis is industrial networks to... Been a neglected area of marketing management a profession is too diverse to otherwise! Sales effectiveness most of their business with fewer customers than it does to retain existing ones level and higher of... Industrial networks according to the key account by including extra aspects of the book analyzes CRM ’.. Do well has in competition discusses how to cope with CRM at intra- and inter- organizational levels add the! Of 172 business-to-business supplier firms, the authors add to the account management high... Better explain its performance-implications Italian industrial company named Loccioni group of business failure is non-effective marketing activities there incr! Relationships with strategically important customers to do otherwise operating procedures for processing.. And competitive advantage CRM appears to be a “ buzzword ” in the nature of business-to-business markets inter-organizational design,.