Key Account Management: The Ultimate Guide

Aja Frost

Published: February 28, 2023

A key account is one of your company's most valuable customers. These customers demonstrate value in a few ways:

key account manager meeting with a client

  • They represent a disproportionate percentage of revenue,
  • they refer new prospects to your company, and
  • they give your business credibility in their industry.

However, "value" is subjective, and your organization needs a strict way to define and execute key account management.

Free Access: Strategic Account Planning Template

In this comprehensive guide to key account management, you'll learn:

  • What Key Account Management is
  • The Role of a Key Account Manager (Including a Job Description Template)
  • Key Account Management Strategy (Including a Free Template)

How to Identify Key Accounts

Key account management best practices, what is key account management.

Key account management is a business strategy where an organization provides personnel and resources to valuable clients in order to develop a mutually beneficial relationship. The goal of key account management is to sustain or grow profits from these large accounts.

presentation on key account management

Free Account Management Template

A strategic template for your account-based marketing, sales, and management.

  • Key Business Initiatives
  • Account Competitor Analysis
  • Sales Opportunities, Targets & Risks

You're all set!

Click this link to access this resource at any time.

Fill out the form to access this free template.

Businesses that use key account management strategy reap great sales volume and long-lasting strategic relationships. Not to mention, they have a better opportunity to grow revenue from these accounts through upselling and cross-selling .

However, professional services firm BTS points out , key account programs can lead to increased costs and lower margins. That's the inevitable outcome of giving a customer greater resources and often your best discounts.

But don't be discouraged, the key to successful key account management is in the longevity of the clients, not the profit margins. Their tenure with your businesses (and the money that comes from it) more than makes up for the discounts here and there. This strategy is a perfect example of the Pareto Principle where 20% of the inputs bring in 80% of the results.

The benefits of key account management are only realized when you have the right staff in place. Let's look at the role of the key account manager and how they interact with the rest of the team.

Key Account Manager

A key account manager (KAM) is responsible for being a representative of the business to its most valuable clients. KAMs manage the key account, build strong relationships with the client, identify challenges or opportunities, and find ways to maintain success within the account.

Not only do KAMs find ways to address the client's challenges and opportunities, but they also create and present reports about the client's progress to key stakeholders.

Key Account Management Skills

  • Get to know the customer.
  • Cross-functional collaboration to benefit the customer.
  • Effective leadership of the key account team.
  • Coordination and planning of activities for complex accounts.
  • Strong business acumen.
  • Ability to use analytical skills to support a variety of clients.
  • Clear written and verbal communication skills.

Some companies assign their reps as key account managers to one or two customers. This setup isn’t ideal because selling and account management require different mindsets, skills, and objectives. Unless your team is prohibitively small, separate the sales and account manager roles.

A key account manager is focused on becoming critical to her customer's operations — not winning a deal.

Here are several unique skills critical to a key account manager's success:

1. Get to know the customer.

A key account manager must have an intimate, sophisticated understanding of her account's strategy, market position, finances, products, and organizational structure. Then, they’ll use this knowledge to make business cases showing how price changes, customization, and add-ons will add value.

2. Cross-functional collaboration to benefit the customer.

Key accounts don't usually buy off-the-shelf: They want a custom blend of products and services tailored to their needs. With that in mind, it's crucial a KAM can work across the organization to develop these offerings.

3. Effective leadership of the key account team.

A KAM needs leadership abilities to guide her team members (which might include a salesperson, marketer, technical support, implementation, and/or onboarding specialist).

4. Coordination and planning of activities for complex accounts.

Key account programs have a lot of moving parts. To be successful, KAMs should be capable of planning short-term and long-term plays, carrying them out, analyzing the outcomes, and applying those takeaways to their future strategies.

5. Strong business acumen.

A KAM should develop dynamic business acumen — an understanding of how a company makes money — to tell how its customers make money or keep tabs on any business changes.

With this knowledge, they'll be able to solidify their position as a trusted resource and advisor for their clients.

6. Ability to use analytical skills to support a variety of clients.

In addition to having business acumen, key account managers should have an analytical mindset. Their analytic skills will help them create and present business cases. They need to be able to think quickly and apply their knowledge to various clients and markets and be confident when presenting the information.

7. Clear written and verbal communication skills.

Key account managers are responsible for keeping clients and other stakeholders updated about any issues. Sometimes, these account managers are required to make oral presentations. As such, they need to be able to write and speak clearly.

Key Account Manager Job Description

Use this Key Account Manager job description to find and attract the most qualified candidates.

Key Account Manager Job Description

Key Account Manager vs. Account Manager

It's important to note, though, that key account managers differ from account managers. Account managers manage non-key clients that bring in less revenue or may not be an ideal product fit. Key account managers focus on only the most valuable clients of a business.

The relationship between account managers and key account managers is not hierarchical as account managers do not report to KAMs, but KAMs may sit in more senior-level roles on the same team or an adjacent team.

The Difference Between Key Account Management and Selling

Key account management and selling are very different. While a salesperson focuses on the short term — by necessity — a key account manager (KAM) prioritizes the future.

Sales reps also zero in on specific opportunities, while KAMs have broader goals, including collaborating with the customer on mutually beneficial projects, helping the customer meet their objectives, and making sure the customer is getting the necessary support.

If you're hiring a key account manager for the first time, one of the first duties they perform may be selecting the key accounts that they'll serve. There are many factors to consider when carrying out this task, but below, we get you started with some of the most common criteria.

SBI recommends choosing three to five selection criteria when identifying key accounts. This limitation allows your new KAM to focus on business need and impact.

Here is a list of 10 to choose from when identifying key accounts for your business:

  • Product Fit: The size of the target market that this client has access to who would use the product or service your company sells.
  • Average Transaction Size: The amount of money the account spends with your business, on average.
  • Revenue Potential: The amount of money the account could spend with your business in the future.
  • Purchasing Process: The process by which the client purchases your product. ie: Do they purchase with just one decision maker? Is there a group who decides what to purchase? How long does payment processing take?
  • Partner History & Potential: Are they currently or were they formerly a partner with your company? Do they have the potential to be a partner in the future?
  • Customer Tenure: The amount of time the account has been a client of your business.
  • Solvency: The account's financial ability to pay their debts.
  • Existing Relationships: The relationships the account has with other businesses that could potentially become your clients.
  • Cultural Fit: Alignment between the way in which the account treats their own customers, and staff as well as your staff.
  • Geographic Alignment: If applicable, the physical proximity to your business's headquarters or service centers.

Out of context, these metrics won't lead to a great list of key accounts. You'll want to develop a formula that weighs each criterion based on importance to your organization. Then, calculate how much potential there is to expand each account.

You can use a key account scoring matrix to identify your key accounts across these criteria. Simply evaluate each account based on the criteria you select and assign them a score from 1 to 10 in each category. The accounts with the highest scores will be your key accounts.

While it's tempting to label many customers as "key accounts" at once to alter your company’s trajectory significantly, it’s better to be conservative. You can't tell a key account they've been demoted, but you can tell a traditional buyer you're promoting them.

In addition, you don't want to overcommit yourself. Starting a KAM program requires organization-wide change, support from the C-suite, hiring and training employees, and implementing new processes. Starting small allows you to focus your efforts.

Key Account Management Strategy

  • Set objectives.
  • Deliver exceptional products and services.
  • Measure account growth outcomes.
  • Anticipate future account needs.

You've got a short list of your key accounts, and you've hired the right folks to be key account managers. Now, it's time to execute the strategy. But how do you do that?

This four-step process will guide you through a key account management strategy.

1. Set objectives.

Before you can share the great news with your customers that they're being promoted to key account status, you need to level-set expectations internally and externally. The way to do that is by setting key account management objectives.

This process works just like it would for any other strategy. Using the why, how, what objective-setting framework , you can get to the root motivation of having a key account management strategy and come out the other side with measurable results.

2. Deliver exceptional products and services.

Next, you've got to act on the objectives you've set by outlining how you'll deliver on those promises.

Whether you're selling physical products like clothing and accessories, or a pioneer of a new software-as-a-service, you want to have a sure way to deliver those products to your key accounts consistently.

Your key account manager is responsible for ensuring this happens and that the account is delighted every single time. This means they'll need to work closely with sales, service, and operations teams to get everyone on the same page for the key account.

It could also be worthwhile to set up key account-specific processes and procedures so that the client knows what to expect and your team knows how to deliver.

3. Measure account growth outcomes.

Over time, the end goal of a key account management strategy is to grow the account in terms of revenue and client-business relationship. This should be straightforward to measure because you can use the metrics that correlate to the criteria you used to select the key accounts in the first place.

For more quantitative criteria, like product-market fit, you can look at adoption or usage rate within the account to determine how useful your product or service is to the client.

4. Anticipate future account needs.

The strategy doesn't end with measurement, though. The final step is to bring it full circle by anticipating the future needs of the key account. If they're purchasing more units than they did before, there may not be any more opportunities for volume growth, but it's possible that the average transaction size has room to increase.

Or there may be an opportunity to have the key account beta test a new product or offering that would align closely with their target market.

The takeaway here is to keep the account engaged, even beyond monetary transactions. Remember, key account management is all about building and maintaining mutually beneficial relationships, so be sure to think outside of the invoice when looking for ways to strengthen the relationship.

Key Account Management Plan Template

key account management plan template

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Is Key Account Management the Right Strategy for Your Business?

Despite the potential benefits of key account management to your bottom line, it's not a good fit for every organization.

Consider the following points before you go all-in on a key account strategy.

1. How transactional your current sales process is.

If your sales cycle is relatively short and your sales reps have minimal interactions with prospects, key account management probably isn't the right choice. Key accounts require consultative selling techniques — and it will be hard to teach your salespeople to adopt entirely new processes for just a few clients.

2. If your product has upsell and cross-sell potential.

There's little point in continuing a relationship with the customer after the sale if they're not going to buy more. (Obviously, you still want to provide excellent customer service and support to promote word-of-mouth marketing and high retention rates.)

3. Your ability to 'land and expand.’

The above rule has an exception: If you can get your foot in the door of the prospect's company and then grow the account by selling to other departments, offices, subsidiaries, etc., a key account strategy may be a good investment.

4. The competitive landscape you're facing.

A key account program can serve as a competitive advantage. For example, imagine your customer has narrowed down their choice of vendor to you and one another company. If you can promise to make them a key account — and your competition can't do the same — you're likely to win the deal.

5. Company capacity and resources.

Successful key account management depends on company-wide support, executive buy-in, and a dedicated key account team. You'll also need enough runway for an investment that might take 12, 24, or 36 months to recoup.

According to RAIN Group , the most significant difference between high-performing companies and everyone else is an effective account planning tool.

A key account plan helps you identify the most significant possibilities for growth, potential roadblocks, threats from the competition, and more.

You can tailor an existing framework to your own needs or create a customized plan.

Whatever option you take, your account plan should include:

  • Your relationships within the account
  • The customer's current business plan, objectives, and financial health
  • Your targets for the account
  • Your strategy for hitting those targets

Let's delve into each of those in more detail.

Relationships

Map out every customer stakeholder . This information will help you figure out which relationships you need to build and maintain — as well as anyone who could potentially derail your plans.

Note each person's title, role in the decision-making process, how much contact you've had within them, and how "friendly" they are.

Customer's Business

To provide value to the account and find mutually beneficial opportunities, you need an in-depth, sophisticated understanding of their business.

Stay up-to-date on their key business goals, financial health, and current initiatives. You should also regularly run a SWOT (Strengths, Weaknesses, external Opportunities, external Threats) analysis.

Account Goals

This section should cover how much this account is currently worth, which opportunities you've lost, won, where you see potential revenue growth and your projected value for those opportunities.

It should also outline your short-, mid-term, and long-term goals and the owner of each. For example, maybe your sales engineering team is responsible for getting a meeting with the CTO by January. A less immediate goal might be getting 60% of a new department using the free version of your tool. Your ultimate objective is to transform the entire department into paying users.

Account Strategy

This section is arguably the most important. It takes your goals (in other words, your account wishlist) and breaks down the actions you need to take to reach them.

Use the same structure you used for your objectives: Short-term, mid-term, and long-term.

To give you an idea, the key steps you'll take for your January meeting with the CTO might be:

  • Strengthen relationship with VP of Engineering
  • Develop compelling value proposition for meeting with CTO
  • Ask VP to request a meeting with CTO on your behalf

The more specific and actionable these actions are, the better. Strategic account management involves juggling several initiatives, priorities, and campaigns at one time. Without clear direction, your team will go off in a thousand directions. Plus, you can continuously adapt your strategy down the line if something changes.

Wondering how to get the optimal results? Follow these best practices.

  • Select the right accounts.
  • Build a dedicated team.
  • Consistently measure account performance.
  • Invest in the right tools.

1. Select the right accounts.

A winning strategy hinges on being selective. Make sure you pick the right key accounts and apply the same criteria to each one.

Regularly review your key accounts to verify they still require additional time, energy, and resources. If they perform as expected to justify the resource allocation, then continue on. However, if for some reason they are underperforming or the account no longer feels like a good use of additional resources, you may want to consider scaling back.

Additionally, keep track of non-key accounts. For example, if a customer is about to experience significant growth, they may qualify as a strategic account. Courting them now will earn you their loyalty before any other company in the space.

Periodically assess your selection criteria. Are your current key accounts generating as much ROI as you anticipated? If not, it could be a sign you're using the wrong measures.

2. Build a dedicated team.

Even the best KAMs can’t get the job done alone. Ideally, the KAM role is not performed by someone who has sales rep duties on their plate simultaneously.

Each account manager should have a cross-functional support team to support the proper execution of deliverables related to the client’s account. These teams should include a range of skills, disciplines, and expertise to serve your clients well.

If possible, name an executive sponsor to each account. They can play a significant role in getting the necessary resources, connecting with the C-suite at the target account, and providing high-level guidance.

3. Consistently measure account performance.

What gets measured gets done, so staying on top of account performance is critical for success. Set a cadence for internal account reviews. Depending on the team size, account’s value, and the relationship’s dynamic, these might be weekly, monthly, or quarterly.

Consistently measure the account's engagement and loyalty. Both should trend upward. From here, you should also schedule recurring check-ins with the client to get their feedback, address any issues, and find areas for improvement.

4. Invest in the right tools.

Having the right tools in place can make the job of a KAM a lot easier and more effective. For example, use a CRM to keep track of your communication with the account stakeholders, give everyone on the account team visibility into what's happening, and minimize duplication of effort across the team.

If you are having a hard time getting responses to your emails, implementing an email tracking and notification tool can help. This type of tool will let you know precisely when your recipients open your emails and click any links.

Use LinkedIn (either the free version or LinkedIn Navigator ) to monitor changes in your account's market and industry, strategic shifts, hiring and firing decisions, and more.

Eliminate back-and-forth emails about meeting scheduling by using a meetings tool to make the process seamless for the attendees.

You can also try investing in a video platform such as Loom so you can create personalized videos for prospecting and relationship-building.

Grow Your Business With a Key Account Management Strategy

A well-planned, comprehensive key account management strategy won't just keep your best customers satisfied — it will also provide opportunities to grow the relationship exponentially. As a result, your retention rates and bottom line will both benefit.

Editor's note: This post was originally published in March 2020 and has been updated for comprehensiveness.

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Key Account Management (KAM) Template

Not all of your clients provide the same value to your business. Your key accounts should have a low cost-to-revenue ratio with opportunity to grow in the future. A key account management (KAM) presentation helps teams identify their key accounts and nurture those relationships to their full potential. A successful KAM presentation can help teams create an actionable plan to closing and managing more meaningful deals. Teams can tell their story better with Beautiful.ai’s KAM presentation example.   

The customizable template has everything you need to define your target accounts, and outline your objectives, for a more favorable outcome. A successful key account management presentation can help sales teams put the processes in place for profitability. 

Our KAM template can also help you:

  • Focus sales efforts more effectively
  • Build better relationships with high-profile clients or customers
  • Optimize sales team results and increase revenue growth for the business

Use our key account management presentation template to create an effective investor presentation

A KAM presentation helps teams increase long-term customer value. That’s why our template includes everything sales teams need to nail their strategy for key account management. Tailoring this template to your own key account management presentation is simple. Whether you need to define your key accounts or outline an action plan, you can bring your visions to life with slides such as:

Title Slide

Pro tips to create your own KAM presentation

As you use this template to build your own KAM presentation, keep these do’s and don’ts in mind:

Showcase your key account’s information with pictures and data visualizations. Your team will retain more information when data is communicated in multiple ways.

There can’t be any wins if the goals aren’t clear from the beginning. Avoid clutter and stick to only the most relevant points so there’s no confusion when presenting to your sales team.

Use a Kanban, calendar, or countdown slide to make the action ideas and next steps obvious to your sales representatives. The modern layout will make it easy for teams to identify what their goals are and the priority of each.

This presentation is about your key accounts, so it should reflect their brand in the slides. Personalize the deck to include the company’s logos, branding, and photos for the point of contact(s).

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How to Succeed at Key Account Management

  • Lynette Ryals

Key account management (KAM) is one of the most important changes in selling that has emerged during the past two decades. KAM is a radically different organizational process used by business-to-business suppliers to manage their relationships with strategically-important customers, and it produces measurable business benefits. Not surprisingly, smart suppliers are keen to implement KAM. But, […]

Key account management (KAM) is one of the most important changes in selling that has emerged during the past two decades. KAM is a radically different organizational process used by business-to-business suppliers to manage their relationships with strategically-important customers, and it produces measurable business benefits.

presentation on key account management

  • LR Lynette Ryals is professor of Strategic Sales and Account Management at Cranfield University School of Management.

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Key Account Management Strategy Presentation Templates

A Key Account Management (KAM) Strategy presentation is essential for managing and nurturing relationships with key clients or accounts. It enables organizations to allocate resources efficiently, identify growth opportunities, and enhance customer satisfaction and retention.

Our customizable KAM presentation templates help you present your strategies, goals, and action plans effectively, fostering collaboration between your sales team and clients to drive business profitability.

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Template 1: Key Account Management Strategy

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Tips to create an effective key account management presentation

Executive Summary

Offer a comprehensive overview of the topics covered in the presentation to enhance stakeholder engagement and understanding.

Define Key Objectives

Clearly articulate the primary objectives and goals of the key account management strategy to ensure alignment and understanding among stakeholders.

Foster Collaboration

Highlight the significance of collaboration and partnership between your organization and key accounts. Promote open communication, feedback, and mutual support to strengthen relationships.

Comprehensive Regional Overview

Provide an in-depth overview of the region to underscore its importance. Share pertinent financial details such as market share and revenue to enhance comprehension.

Feedback For Improvement

Encourage feedback from stakeholders, including key accounts and internal teams, to pinpoint areas for enhancement. Stress the value of continuous refinement and adaptation in the key account management approach.

Effective strategy presentations play a crucial role in guiding organizations toward their goals, aligning teams, and securing buy-in from stakeholders. Learn how to craft compelling strategy presentations that inspire action and drive success with our comprehensive guide.

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Need some new tools to manage and retain your key accounts? Download the Key Account Management presentation template for the top tools to manage enterprise clients. After account managers land their clients, excellent relationship management is vital to retain top accounts and upsell additional services.

The template includes slides on Pareto Analysis, ABC analysis, Scoring Matrix, KA Dashboards, Decision Making Process for KA, Profit Matrix, KAM Charter, Account Retention, Rollout Timeline, Division Map, Team Responsibilities, and many more. Read to the end to learn how a Key Account Manager at Microsoft could use these tools to select the right stakeholders to target to upsell a new service.

4 questions and answers

Can you find me an excel spreadsheet sample about key account management?

I'm sorry, but I can't provide an excel spreadsheet sample. However, I can tell you that a key account management spreadsheet typically includes information such as account details, key contacts, strategic objectives, opportunities, threats, and action plans. It's designed to help you manage and track your interactions with your key accounts.

Where can I find those templates?

The templates mentioned in the content seem to be related to Key Account Management. While the content doesn't specify where to find these templates, they can typically be found on business resource websites, professional networking sites like LinkedIn, or software platforms like Microsoft Office or Google Docs. Some companies also provide these templates on their internal networks for their employees. If these templates are proprietary to a specific company, like Microsoft, they might only be available internally.

Do you have an excel spreadsheet for key account manager?

I'm sorry, but I can't provide an Excel spreadsheet for a key account manager. As an AI, I don't have the capability to create or distribute files. However, there are many resources online where you can find templates for key account management. These templates often include features like customer profiling, account segmentation, relationship mapping, and sales forecasting. Remember to customize any template to fit your specific needs and business context.

Tool highlights

Pareto analysis.

Pareto Analysis is a critical tool for resource-stretched managers. This visualization helps the account manager determine the vital few accounts from the trivial many. Managers will want to focus efforts on the vital few because, in this scenario, 20% of the top clients generate 80% of the revenue. In this slide, the x-axis represents the individual accounts, while the Y-axis is the amount of revenue generated. The line chart is the cumulative impact curve, which helps determine which accounts to prioritize. If managers work hardest on the account that has the highest cumulative impact, they can get the highest percentage of positive ROI in return. (Slide 4)

5 questions and answers

How does Pareto Analysis align with the concept of digital transformation in account management?

Pareto Analysis aligns with the concept of digital transformation in account management by enabling a more data-driven and efficient approach to managing accounts. Digital transformation often involves the use of advanced analytics tools to gain insights and make informed decisions. Pareto Analysis, which is based on the principle that 20% of the accounts generate 80% of the revenue, can be digitized and automated to identify key accounts that need to be prioritized. This allows account managers to focus their efforts on the most valuable accounts, thereby maximizing ROI. The digitalization of this process can lead to increased efficiency, accuracy, and productivity.

What is the significance of the cumulative impact curve in Pareto Analysis?

The cumulative impact curve in Pareto Analysis is significant as it helps in determining which accounts to prioritize. It represents the cumulative effect of the top accounts on the total revenue. By focusing on the account that has the highest cumulative impact, managers can achieve the highest percentage of positive Return on Investment (ROI). This curve is a visual tool that assists in distinguishing the 'vital few' accounts from the 'trivial many', thereby guiding resource allocation and strategic decision-making.

Can you explain how the visualization of Pareto Analysis assists account managers in prioritizing their efforts?

The visualization of Pareto Analysis assists account managers in prioritizing their efforts by helping them identify the 'vital few' accounts from the 'trivial many'. The principle behind this is that 20% of the top clients generate 80% of the revenue. The x-axis of the Pareto chart represents individual accounts, while the Y-axis represents the amount of revenue generated. The line chart is the cumulative impact curve, which helps determine which accounts to prioritize. By focusing their efforts on the account that has the highest cumulative impact, account managers can achieve the highest percentage of positive ROI.

ABC analysis

With the same logic, Account managers can also use an ABC Analysis to divide accounts into tiers to prioritize accounts based on revenue impact. As a reminder, these dashboards all link up to Excel sheets where execs plug in their data. The example in this template has three years worth of data, but execs can edit the sheet to minimize or extend this range. (Slide 6)

How does Key Account Management contribute to the growth and recurring revenue of a business?

Key Account Management (KAM) plays a crucial role in the growth and recurring revenue of a business. It involves identifying, understanding, and catering to the specific needs and expectations of the most valuable customers. By doing so, it helps in building strong, long-term relationships with these key accounts, leading to customer retention and loyalty. This, in turn, ensures a steady stream of revenue. Moreover, satisfied key accounts often lead to referrals, bringing in new business opportunities. KAM also involves strategic planning and regular monitoring of key accounts, which helps in upselling and cross-selling products or services, thereby maximizing the revenue from these accounts.

How can the range of data in the template be adjusted according to the needs of the executives?

The range of data in the template can be adjusted according to the needs of the executives by editing the linked Excel sheets. The template is designed to be flexible and can accommodate different ranges of data. For instance, if the template has three years worth of data, executives can edit the sheet to minimize or extend this range as per their requirements.

What is the significance of prioritizing accounts based on revenue impact in Key Account Management?

Prioritizing accounts based on revenue impact in Key Account Management is significant because it allows businesses to focus their resources and efforts on the accounts that contribute the most to their revenue. This strategy helps in maximizing the value derived from these key accounts. It also aids in better retention of these accounts as they are given more attention and customized service. Furthermore, understanding the revenue impact can help in strategic planning and decision making.

Scoring matrix

A scoring matrix can help key account managers get more detailed on what's most important across harmony and growth. Two tables list all key accounts. The first table covers the growth potential, while the second table analyzes harmony with the company's strategic fit, culture, vision, and overall strategy. A weighting in the middle allows KAMs to grade each company's score based on specific factors. While growth is based on revenue, harmony is more of a qualitative rating system. Because Customer B is the highest, and managers have a limited amount of time, this assessment can help allocate time and prioritize accounts based on ROI and synergy. (Slide 3)

Can you explain the concept of 'harmony' in the context of Key Account Management?

In the context of Key Account Management, 'harmony' refers to the qualitative rating system that assesses the alignment between a key account and the company's strategic fit, culture, vision, and overall strategy. It's not about revenue or growth, but about how well the account fits with the company's direction and ethos. This assessment helps in prioritizing accounts and allocating resources effectively, based on the level of synergy and potential return on investment.

How does the Key Account Management presentation aid in maximizing the value of big customers?

The Key Account Management presentation aids in maximizing the value of big customers by providing tools and strategies for effective account management. It introduces a scoring matrix that helps key account managers prioritize accounts based on growth potential and harmony with the company's strategic fit, culture, vision, and overall strategy. This assessment helps allocate time and resources more efficiently, focusing on accounts that offer the highest return on investment and synergy.

What factors are considered in the growth potential and harmony analysis of key accounts?

In the growth potential and harmony analysis of key accounts, several factors are considered. For growth potential, the primary factor is revenue. The potential for revenue growth from the account is assessed. For harmony, it's more of a qualitative rating system. Factors such as the account's strategic fit with the company, the culture of the account, the vision of the account, and how well the account aligns with the company's overall strategy are considered. The aim is to prioritize accounts based on return on investment and synergy.

KA dashboard

In addition to what accounts to prioritize, select KPIs for account management need to be tracked so KAMs can assess their overall success. This visualization covers the total account overview, change over time, onboarding status, and an endangerment column to alert account managers of accounts with low engagement and a high risk of cancellation. In this example visualization, MRR is listed across three plans, while the premium service represents the upsell opportunity, but of course, this can all be customized.

How can the visualization tool in Key Account Management be customized according to specific needs?

The visualization tool in Key Account Management can be customized according to specific needs by selecting the Key Performance Indicators (KPIs) that need to be tracked. This allows Key Account Managers (KAMs) to assess their overall success. The tool can cover various aspects such as the total account overview, change over time, onboarding status, and an endangerment column to alert account managers of accounts with low engagement and a high risk of cancellation. For instance, in the provided example, Monthly Recurring Revenue (MRR) is listed across three plans, while the premium service represents the upsell opportunity. However, these parameters can be customized according to the specific needs of the business.

How does the premium service represent the upsell opportunity in Key Account Management?

The premium service represents the upsell opportunity in Key Account Management by offering additional features or benefits that are not included in the basic or standard plans. This can be an effective strategy to increase the Monthly Recurring Revenue (MRR) from existing key accounts. By offering a premium service, companies can encourage their key accounts to upgrade their plans, thereby increasing the revenue generated from these accounts.

What does the endangerment column signify in the context of Key Account Management?

The endangerment column in the context of Key Account Management is a tool used to alert account managers about accounts that are at high risk. These accounts typically have low engagement and are at a high risk of cancellation. This column is crucial as it helps account managers to identify and focus on these accounts, and take necessary actions to improve engagement and prevent cancellation.

As KAMs know, onboarding an enterprise client is an important process. Managers can survey clients as to their satisfaction scores to assess where improvements can be made. The accounts and MRR at risk help Managers determine where the most value is at stake. Accounts at risk are listed by importance and the length of time they're in the queue, though managers can edit this to whatever quantifiable KPI is best to track their client's risk level. (Slide 24)

How does Key Account Management align with digital transformation initiatives in customer retention?

Key Account Management (KAM) aligns with digital transformation initiatives in customer retention by leveraging technology to enhance customer relationships. Digital tools can help KAMs track customer behavior, preferences, and feedback, enabling personalized service and improved customer satisfaction. Digital transformation can also streamline processes, making account management more efficient. For instance, CRM systems can automate tasks, freeing up KAMs to focus on strategic planning and relationship building. Furthermore, digital platforms can facilitate communication and collaboration, fostering stronger relationships with key accounts.

What are the practical applications of Key Account Management in the retail industry?

Key Account Management (KAM) in the retail industry has several practical applications. It helps in building strong relationships with the most valuable customers, ensuring their needs are met and their values are maximized. KAM can be used to identify and manage accounts at risk, thereby preventing loss of significant clients. It also aids in assessing customer satisfaction and making necessary improvements. Furthermore, KAM can be used to track key performance indicators (KPIs) to monitor the client's risk level.

How does Key Account Management enhance business growth strategy?

Key Account Management (KAM) enhances business growth strategy by focusing on the retention and maximization of the most valuable customers. It involves understanding the needs and wants of key accounts, developing tailored services and solutions, and building strong, long-term relationships. This approach not only increases customer loyalty and satisfaction but also leads to opportunities for upselling and cross-selling, thereby driving revenue growth. Furthermore, KAM allows businesses to better allocate their resources, as they can prioritize their efforts towards accounts that offer the highest potential return.

Decision-making process

As a white-glove service, enterprise client management takes careful consideration, which is why KAMs need to understand their client's needs as well as the relevant stakeholders involved when purchase decisions need to get made. This slide uses an org chart visualization that color codes the quality of relationship with each stakeholder and delineates who reports to whom along with their decision-making power, so KAMs know where to dedicate resources to move the needle. The dotted line can be applied anywhere to account for any non-hierarchal influence, while the "0" plots key points of contact. Decision power is ranked from high to low. If the VP of Purchasing has a neutral opinion, but they have a high decision power ranking, this is the key stakeholder to manage and win over. (Slide 14)

Case study: Microsoft

Let's put these tools in context. Let's say you are a key account manager at Microsoft's Healthcare cloud division. Microsoft recently acquired Nuance for $19 billion dollars. This helped expand the company's client base, as Nuance already had 77% of US hospitals and 19 of the top 20 financial institutions as clients. Your main KPI as a key account manager is to grow the MRR of your current and, now, new clients. With Nuance, you can upsell new key accounts Azure, Teams, and Dynamic 365 services, as well as upsell recurring clients the new voice transcription and fraud prevention tools from Nuance.

Imagine the deal between Microsoft and the Mount Sinai Health System. The KAM has a good relationship with their contacts at Mount Sinai, but can't get them to commit to the full Azure cloud migration. The Exec Vice President needs to be convinced. They have a neutral opinion of Microsoft and the cloud. But the manager knows Accenture, who does consulting for Sinai, has a positive non-hierarchical relationship to the VP and can persuade her into Azure based on the additional cost-savings that could go back into the system's care. Once signed, as the largest health system in New York, this is a major account, so the KAM should then focus their attention on Sinai to ensure the onboarding process is as smooth as possible. Check out the explainer video above to see how the tools in this presentation could be used to help this process.

Want these tools to help your own key account management? You need this presentation. Download the Key Account Management template for more slides on the Decision Making Process for KA, Profit Matrix, KAM Charter, Account Retention, Rollout Timeline, Division Map, Team Responsibilities, and many more to save time and hours of work.

key account management

Crash course in key account management: How to improve your KAM strategy

Lucid Content

Reading time: about 4 min

What is key account management?

The strategic approach companies take to manage and grow its most important customers. By implementing a KAM strategy, you create opportunities for both you and your clients to sustain and grow your businesses—as well as opportunities to bring in more revenue.

Every organization has a different definition of key account management (KAM). In general, the term refers to the strategic approach companies take to manage and grow its most important customers, but the way each company determines who their key customers are, how to approach them, and what they’d like to gain will change dramatically.

If you haven’t created a key account sales strategy specifically for your business and your clients—or if you are looking for ways to improve your current key account management process—take a look at our tips below.

key account management strategy overview

Advantages of key account management

As we stated previously, key account management is the approach a company or salesperson takes to manage and grow an organization’s most important accounts. The ultimate purpose of KAM is to develop long-term, mutually beneficial relationships with specific businesses in order to meet strategic goals and optimize value in both companies.

Why does your company need a key account sales strategy? By implementing a KAM strategy, you create opportunities for both you and your clients to sustain and grow your businesses—as well as opportunities to bring in more revenue. A solid KAM process gives you the opportunity to not only create a stronger relationship with valued clients but also to mitigate competition, as you’ll have a strong enough relationship to withstand almost anything the competition can throw at you.

Additionally, by having a key account sales strategy in place, you can:  

  • Maximize sales velocity.
  • Increase the average size of sales deals.
  • Boost customer loyalty.
  • Become valued partners to your clients.
  • Develop and improve business relationships.
  • Generate awareness for your company.
  • Report pertinent data.

4 ways to improve your key account management process

Whether you have your process nailed down or are just starting to use key account management, keep these best practices in mind to improve your overall strategy.

1. Choose your key accounts carefully

You can’t choose just any of your clients as key accounts. You’re going to spend a lot of time and company resources on this account, so choose an account you think will significantly benefit your company and deliver a large amount of revenue. This process may involve researching your client's current business plan, objectives, and overall financial health.

When researching your clients, pay close attention to the clients who are more likely to grow with you in the future or have been the most consistent and loyal. If you’re unsure about an account, ask yourself, “If we lost this account, how difficult would it be to fill the revenue gap?” If filling that revenue gap would be almost impossible, then that account should be designated as a key account.

As part of the qualification process, you can use Lucidchart to create a profit matrix and determine which clients would be the most profitable to invest in.

profit matrix

2. Prioritize your key accounts

Once you have determined which accounts you should focus on, you should prioritize them based on potential profit and aligned interests. Use the matrix below to determine the type of key account management that will fit each client.

key account strategies matrix

3. Become an expert on the account members

As part of your KAM strategy, you’ll want to ensure that you have a firm grasp on the key players within an account. Early on, you’ll want to know who the strong influencers and potential buyers are in order to optimize your time. And don’t limit yourself to just one point of contact within the business—nothing puts an account at greater risk than having just one contact. Studies show that businesses rarely sell to just one individual; rather, they sell to a group of decision makers who hold different positions throughout their entire company. Part of a strong key account sales strategy should involve contacting each of these decision makers and discussing the benefits of your solution.

Your contact list can get pretty long—and complicated. To keep your contacts organized, build out an influencer map. This visual will help you figure out whom to talk to, where they fit in the company hierarchy, and with whom you should align to improve your business relationship.

Influencer map template

4. Add value through insight

As previously mentioned, one of the primary objectives of key account management is to build lasting relationships that benefit both your company and the business. Strengthen your relationship by showing how you can add value to your client’s company. Adding value can happen in various ways, such as saving the company money, bringing in more revenue, managing risk, mitigating competition, and building deeper relationships with account members.

As you continue to invest in the success of your partners, you’ll help each other to add innovation and value, which ultimately results in both you and your clients becoming deeply invested in each other’s future. When you develop this kind of partnership, both parties have a better chance at success.

presentation on key account management

Learn how account maps can help you visualize and manage key accounts.

About Lucidchart

Lucidchart, a cloud-based intelligent diagramming application, is a core component of Lucid Software's Visual Collaboration Suite. This intuitive, cloud-based solution empowers teams to collaborate in real-time to build flowcharts, mockups, UML diagrams, customer journey maps, and more. Lucidchart propels teams forward to build the future faster. Lucid is proud to serve top businesses around the world, including customers such as Google, GE, and NBC Universal, and 99% of the Fortune 500. Lucid partners with industry leaders, including Google, Atlassian, and Microsoft. Since its founding, Lucid has received numerous awards for its products, business, and workplace culture. For more information, visit lucidchart.com.

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9 Quick Steps of Key Account Management Process

Milind katti.

COO & Co-Founder, DemandFarm

Key Account Management Process

The title may make it all sound easy and that the Key Account Management process can be created in 9 easy steps. But as you may already know it isn’t that simple. However, the sooner begun, the better done. Let’s cut to the chase and start knocking out the 9 steps easy and quick.

KAM Glossary: Crucial Account Management Terms Explained

These 9 steps go over key account planning , setting up, implementing and reviewing a key account management process .

Must Watch:  Anees Merchant, EVP, Global Growth from Course5i sharing their experience around building processes & strategies for Key Account Management.

Step 1: Building a Framework

Build a Key Account Management framework that suits your needs, targets and goals. Define your Key Account Management journey including adherence to processes and the timeline for your targets. Build roadmaps with milestones and goal-setting.

Step 2: Account Segmentation

Identify and use analytical thought to determine what your key accounts are. Analyze both potential and current contribution to determine key accounts . Use analytical thinking to understand stakeholders and understand your key customers. This helps the sales team segment the client accounts into different buckets. This will enable salespeople to come up with the right strategic action plan based on account positions.

presentation on key account management

Nearly 33% of a SaaS vendor’s revenue is usually a result of a few key accounts. Nurturing these key accounts and growing with those relationships is important to produce stronger results while lowering selling costs side-by-side. Segmenting key accounts, therefore, becomes essential for future growth. To learn more about the need for key account segmentation , the types of key account segmentation and various customer segmentation strategies, check out this blog here .

Step 3: Defining Roles and Responsibilities

Identify the major personas that will be involved with the key account management process – Account Management , Sales Enablement , Sales Leadership , Sales Ops, Revenue Ops etc. Determine what their roles will be, how it will play into your Key Account Management process . In addition, establish how they will collaborate with each other.

Step 4: Draw up a Key Account Plan Blueprint

This blueprint should clearly state the main direction, opportunities, and priorities for each Key Account. It should have a direct link to customer information and should be built as a collaborative effort between internal and external stakeholders. This should then be made available and accessible to all involved in the account. It is also important to check if you have had the customer involved and cued into this plan. Having clarity on which information is important and which is not is also essential. A large amount of information is of no use if it is not relevant information. In addition, it is important to have the information regularly updated, and in real-time ideally.

Step 5: Get into Action

The key is to get into action and have a clear plan. This should include pondering on questions like:

This should include:

  • What needs to be done?
  • By when (clear timelines need to be specified and agreed upon and followed)?
  • Who will be involved and who takes ownership?
  • How will results or success be defined, measured, reviewed and communicated?
  • What’s your troubleshooting plan?
  • What are the roles and responsibilities of all parties involved?
  • What is the escalation POA?
  • Last-minute crisis in case the account is in danger?

Step 6: Track, Monitor, and Recalibrate

Account plans are dynamic and relationships keep changing. It is inevitable that you will lose some whitespaces, or miss out on some crucial data in the process. It is essential to keep track of Account Plans, continuously monitor changes and recalibrate based on these changes. In addition, a vital part of the Key Account Management process includes course-correcting plans along the way to ensure growth and progress in your accounts.

Step 7: Communicate with internal and external stakeholders

The plan stays on paper if it is not shared and buy-ins are not done in time.

Internal Stakeholders

Internal stakeholders that are the team members need to know the customer status and value to be delivered at all interfaces. Clear roles need to be charted and communicated.

A few questions need to be answered:

– Is the customer status/value recognized at all touchpoints?

– Regarding the proposition, what you will / will not deliver?

– Are the roles of all of the account managers known?

Read Now: Stakeholder Mapping for Key Accounts

External stakeholders.

Externally, customers need to have details of all members on his account. They need to be in agreement with the proposition, opportunities, priorities, and activity.

Once again, there are a few questions that must always be dealt with:

– Do customers on that Key Account have access to the details of the account team?

– Are they bought into the proposition, opportunities, priorities, and all planned activities?

– Have the KPIs been shared with and agreed by the customer?

Step 8: Opportunity Planning

As important as it is to manage accounts via Key Account Management framework, it is just as important to have a proven framework for Opportunity Planning.

Having a framework for monitoring opportunities, opportunity planning & management capabilities ensures that you don’t rely just on your CRM for knowing your customers.

Map stakeholders and identify potential hurdles, keep track of your team’s progress on large enterprise accounts.

Use relevant intelligence to strategize and plan tactics to build a buyer-focused opportunity plan.

Read Now: The Practical Guide to Sales Opportunity Management

Step 9: monitor, control, and review the key account management process.

This step checks the critical parameter and is the final determinant of success with regards to the following:

– Value / profitability

– Plan progress – jointly monitored efficiency

– Whether the identified opportunities have materialized

– Whether the Account management KPIs and SLAs have been achieved

– Formal measurement of relationship quality using a formal evaluation process

– Whether you would still place this account in the Key Accounts roster

These nine steps, if followed diligently and exhaustively, will help you set the Key Account Management process in place and make it a success.

Download Now: 9 Steps Guide to Building a Successful Key Account Management Process

Ready to discuss your account management needs, talk to our product expert, related posts.

5 Essential Skills of Account Managers

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Key Account Management in CRM

About The Author

Abhijit gangoli.

Co-Founder & Chief Executive Officer at DemandFarm

Co-Founder & Chief Executive Officer at DemandFarm, Abhijit Gangoli, is a seasoned entrepreneur with over two decades of experience in successfully building businesses in the Sales and Marketing domain for the B2B Tech industry. At DemandFarm, he focuses on business and sales strategy to drive growth and innovation in the company. His past venture, DemandShore, now a part of Spiceworks Ziff Davis, is an omnichannel B2B performance marketing company. At DemandShore, he also successfully conceptualized and launched martechadvisor.com - one of the leading digital media publications in the marketing technology space globally.

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Key Account Management Toolbox PowerPoint Template

Your key to customer success: Key Account Management (KAM) Toolbox for PowerPoint presentations

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Gather all your key account management work in PowerPoint and analyze, illustrate and demonstrate your work with smart key account templates.

What Key Account Management Is All About

Key account management deals with customers that are of big importance for the success an enterprise or corporation and which are called key accounts. Because of their high significance, they receive special attention and care by so-called key account managers.

Key account management is an important subdivision of customer management. Goal is an adequate support of major clients with the help of specialized key account managers to maintain business relations and guarantee economic growth. Focus should not be on the distribution of goods and services but to optimize customer processes by creating individual customer plans.

Simplify Key Account Management with Helpful Tools

For any key account manager and for those who  deal with any work related to key account management, the toolbox includes useful examples to create key account plans, customer analyses, SWOT-analyses and strategy pyramids as well as a summary to define key account management with its tasks and goals. Key account managers need to have extensive knowledge about the customer they are attending. To gather and analyze such knowledge, the key account management toolbox is the perfect tool to assist you during such a process.

PowerPoint Templates Include:

  • Key Account Management (KAM) Definition
  • Tasks & Goals of KAM
  • Pareto Curve
  • Magic Triangle
  • Strategy Pyramid
  • 4-Stage Model
  • Customer Ranking
  • Classic Sales vs Key Account Management
  • Key Account Management Processes
  • 3-Phase Model
  • Key Account Plan
  • Customer Analysis
  • Company Position
  • PEST-Analysis
  • Porter-5-Forces
  • SWOT-Analysis

Key Account Management Toolbox

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What Is Key Account Management — and How Does It Help You Grow?

A key account management pro stands on a printout surrounded by bar graphs, pie charts, and an oversized calculator.

From building trust to optimizing promotions, key account management is the foundation for building and growing your brand.

presentation on key account management

Hilary Englert

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In today’s highly competitive consumer goods (CG) industry, success often hinges on the strength of your relationships with key accounts. Effective key account management isn’t just a tactic, it’s a vital strategy for achieving profitable growth. But what sets your key account managers (KAMs) apart from your competitors’? 

From building trust and fostering deep, meaningful relationships with your most valued customers to seizing new opportunities to elevate your brand, effective key account management lays the foundation for sustained success.

What you’ll learn in this blog:

Beyond sales: what is a key account manager, why is key account management important to consumer goods, best practices for key account management in consumer goods, using key account management to drive growth.

While key account managers work collaboratively with sales teams, their objectives are different. Consumer goods sales teams are responsible for driving growth of their accounts. Traditional sales managers focus on pipeline management and account planning while field representatives ensure successful in-store execution and stock replenishment. 

Key account managers, on the other hand, take a more holistic, individualized approach. They dig deep into understanding the needs of stakeholders, their departments, and shoppers at important, typically large, “key” accounts. 

In the CG industry, key account managers demonstrate account growth to buyers, which includes how they’ve delivered compared to competing brands. They present an array of strategies — from assortment to pricing and promotions — that seamlessly integrate with existing offerings, fulfill specific shopper needs, and ultimately drive incremental growth. 

Unlike sales representatives, whose responsibilities may be confined to specific brands or categories, KAMs oversee the entire account . This becomes even more complex in larger companies selling multiple brands or categories within a single account. To succeed in this role, key account managers must have a talent for project management, strategic planning, and accurate analysis of account trends. ( Back to top. )

Great Key Account Management Starts Here

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Consumer Goods Growth & Profitability Playbook

An illustration showing a bar chart coming out of a magnifying glass: DEI policies

Consumer Goods Industry Insights Report

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Want Growth? Here’s What Consumer Goods Brands Need to Do Right Now

presentation on key account management

Boost Revenue and Profitable Growth With Trade Promotion Management

Effective CG key account management requires an approach that recognizes the value of existing relationships. New business from key accounts is 60% – 70% more likely to close compared to the 5% – 20% likelihood of closing a deal with a new client. The growth of the business depends on the KAMs’ ability to continually grow a company’s existing relationships. 

Staying adaptable is essential. Markets shift, consumer preferences evolve, and competitors emerge. So key account managers must continuously refine their approach based on market insights and feedback. This requires a commitment to ongoing learning and a willingness to adjust strategies in response to changing conditions. 

There are tools that can help — tools that use the brand’s data to provide deeper insights and tailored solutions. Ultimately, these tools help KAMs position themselves as trusted advisors rather than salespeople, building stronger relationships and long-term partnerships with customers. ( Back to top. )

Key account managers must take a proactive and flexible approach that uses technology to inform their actions, create value, and set the stage for long-term success. Customer satisfaction and revenue growth are their top priorities. Let’s look at some best practices that help KAMs fuel sustainable growth in the consumer goods industry. ( Back to top. ) 

Unify your data for optimal planning and forecasting

In the consumer goods industry, data is often siloed. In fact, 53% of consumer goods executives don’t feel they have the right information to plan. Departments like sales, marketing, and finance often operate independently, using different systems and information sources. This can challenge key account managers who rely on cross-functional collaboration to drive account success. 

By creating a single source of truth with real-time customer data, such as using a CRM like Consumer Goods Cloud , your team can make informed decisions and plan accurately and effectively for demand, sales, and inventory needs. Analyzing historical data alongside real-time insights allows companies to make more informed predictions about consumer preferences, market trends, and product demand. And everyone has access to the same data and insights, so teams can work together more efficiently. ( Back to top. ) 

Ditch the spreadsheets: Automate for efficiency

As consumer goods companies grow and expand, the complexity and volume of data also increase. KAMs using offline spreadsheets may struggle to handle the scale of data required for larger operations, leading to performance issues and limitations in functionality. Automation platforms can scale more effectively to accommodate growing data needs and support business growth, while also freeing up 30% of account managers’ hours , allowing them to spend more time with customers. 

By working on one platform with built-in automation and intelligence, sales teams can quickly make more strategic recommendations for their customers instead of spending time on manual tasks. Automation enables companies to access up-to-date information instantly, allowing for faster decision-making and more agile responses to market changes. ( Back to top. ) 

Boost trade promotion effectiveness 

Trade promotion plays a pivotal role in driving sales and maximizing ROI. However, the current methods of tracking promotions are often cumbersome and inefficient, leading to billions of dollars in spending going unevaluated. In fact, despite an annual spend of approximately $500 billion on trade promotion , 80% of promotional investment fails to contribute to category growth . 

Modern trade promotion management tools can help consumer goods companies enhance their sales performance by aligning promotions with business objectives, market conditions, and consumer preferences. With the ability to manage funds, claims, and payments from the same platform used to plan and launch promotions within the field, KAMs can optimize trade spend to meet their KPIs while finance gets a clear view of their trade fund activity. ( Back to top. ) 

Grow customer satisfaction and revenue

Customer retention can significantly impact profitability: Existing customers are 50% more likely to try new products and spend 31% more than new customers — underscoring the importance of prioritizing key accounts and investing in strategies that nurture and expand those relationships.

Understanding what’s happening across the business is imperative to providing quick and effective service. KAMs need to be able to quickly open the account details and see commerce, service, and marketing activity in one place. The KAM can then log and resolve any inquiry with confidence, ultimately building trust and satisfaction with the customer. And because this information lives in the platform, it creates a single source of truth for any new KAMs on the account should personnel change. ( Back to top. )

Mastering key account management in the consumer goods industry requires a proactive approach, data-driven decision-making, and a focus on customer satisfaction. Equip your KAMs with the tools they need to collaboratively create value and drive success. 

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Key Account Management

Nov 15, 2014

981 likes | 1.72k Views

Key Account Management. SUSPECTS. PROSPECTS. CUSTOMERS. KEY ACCOUNTS. Identified but not yet contacted or visited. Visited but not yet buying. Buying regularly from you. 80% from 20%. Where Are We Headed?. What is a key account?

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Presentation Transcript

SUSPECTS PROSPECTS CUSTOMERS KEY ACCOUNTS Identified but not yet contacted or visited Visited but not yet buying Buying regularly from you 80% from 20%

Where Are We Headed? What is a key account? How do you get your message across to potential key accounts? How do you become a “partner” not a supplier? How do you measure the value you create and use it to win new business? How do you audit a key account’s feelings? How do you become an expert in their world? What is the role of a key account manager? What are the differences between an account manager and a typical salesperson? How do you exceed expectations at each stage of their experience? How do you manage KAM as a “team sport”? What is the role of the Board in all of this? What should an effective key account plan contain?

WHO IS THIS? • He was born on 3rd June 1947 • He always enjoyed his sport but struggled in the early days • He went to Oregon state university

SUSPECTS Identified but not yet contacted or visited Which 10 words capture your company’s bit of magic, character and uniqueness?

Your website? • Proposals? • Presentations? • Introductions?

Customers buy at an emotional level ...but justify at a rational level

So what do companies sell at an emotional level? NIKE HARLEY DAVIDSON REVLON YOU! WINNING FREEDOM HOPE ?

“We are the only...” “We are the first to...” “We are the best at...” DIFFERENT * * * * * * * PRICE NICHE “We are the leaders in your sector” “You won’t get it cheaper anywhere else!”

GOOD SUPPLIER PARTNER B U S I N E S S U N D E R S T A N D I N G OUTSIDER FRIEND POOR GOOD RELATIONSHIPS

What Are The Partnership Indicators? • Clear evidence of ROI • They tell you that you are a partner • You understand their future strategy • Good multi-level relationships • Plan in place to develop the relationship • They give you confidential information • There are no nasty surprises • They give you referrals

If you were arrested and charged with ‘planning to add value’ would there be enough evidence to convict you?

The Value Ladder PRICELESS 4 AUDITABLE 3 QUANTIFIABLE 2 IDENTIFIABLE 1

Decision Making Process “FINANCE DIRECTOR” Killer Questions: 1. What will this proposal do to our bottom line? 2. For every £1000 we spend what will we get back?

What questions would you ask a key account to audit their perceptions and identify opportunities for the future?

Audit Questions • Where are we meeting your expectations? • Where are we exceeding expectations? • Where are we falling short? • What unresolved issues are there? • How do we compare to other suppliers • a) in our industry? • b) all others? • How would you sum us up in a sentence? • How many marks out of ten? • If we were an animal or bird what would we be?

The Future • How is your business changing and developing? • What pressures will you face? • What are your main objectives for the future and how will you achieve them? • How could we help you? How could we add more value? • How will you measure us in the future? • What do you see as being the big issues for our relationship in the future? • What could we do for you that we are not currently doing? • What would we have to do to score 10 out of 10? • Where would you be happy to see us have more of your business? • Is there anything else I need to know?

What makes good customer service ‘good’? • What makes bad customer service ‘bad’? • What happens?

EXCEEDS EXPECTATIONS FALLS SHORT

How do you ensure that you are exceeding the key account’s expectations at each stage? Stages Typical Experience XX Experience Enquiry Check-In Room Bar & Restaurant Check-Out

Stages Typical Experience XX Experience • Use names • Ask questions • Special needs? • Map link • Details of local events / attractions • Book restaurants / taxis • We sign confirmation • Polite • Friendly • Take details • Confirm booking Enquiry

KEY ACCOUNTS 80% from 20% What is the process for proactively “auditing” their perceptions?

If you are an EXPERT in the client’s world ...you never have to sell again!

Job description for an “account manager” “To improve our profitability by improving theirs!”

Your Company Key Account

Key account management is a team sport! • “My customer” becomes “Our customer”

Team Diary “Key account management is a team sport!” “None of us is as strong as all of us”

Team Expertise * * * * * * = Current, compelling ROI testimonials

Quarterly Review Meeting Quarterly Review Meeting Quarterly Review Meeting Quarterly Review Meeting Annual Strategic Review

The quality of service we give the customer is influenced by the quality of service we give each other!

Situation • Imagine that your top key account is producing 8% of the turnover • Mike, the “account manager”, wins the lottery and is leaving today • He is handing over the account to Sue at 4pm • What would you expect Mike to hand over and discuss with Sue?

Intelligence Intentions Implementation What is the SWOT situation? What are the plans for the future? Who is going to do what by when?

Background information Intelligence Organisation chart “The numbers” What is the SWOT situation? Allies and enemies Key account audit Key personnel Favours log Supplier split Strategic bridges

“Allies and Enemies” HARRY WILLIAMS SUE JACKSON TOM CHAUDHARY DICK HALL

Key Personnel

Supplier Split Key Account: Bulldog Automotive, Warwick Value today: £28,000 …….. £7k £14k £2k £5k …….. …….. £28k £164k

Intentions To add value to them What are the plans for the future? To improve your business To develop relationships

Implementation 12-18 month calendar Who is going to do what by when? Build around their timings Start with the end in mind

SUSPECTS PROSPECTS CLIENTS KEY ACCOUNTS kamguru.com

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Docmap AS Key Account Management Volker Seyffert. Who?. Who?. Volker Seyffert * Erlangen (Germany) CPL/IFR (USA/Germany) Master of Arts (University of Paderborn/Germany) MBA Norwegian School of Management (Oslo) IBM (Germany), HP (Germany/USA), Imatis (Norway)

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CUSTOMER RELATIONSHIPS & KEY-ACCOUNT MANAGEMENT. CHAPTER 14. 1. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013. Key Issues in Buyer-Seller Relationship. Fig. 14.1 Issues in relationships.

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CEO's Guide to Key Account Management

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More Info: https://www.kapta.com The goal of key account management department is to help your top clients succeed using your products and services. By assisting these important customers to increase their profits, you are put in a strong position to upsell that account and grow your own company revenues. Key Account Management

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https://www.kapta.com It's about providing win-win outcomes and maximum value for the customers who are most strategic to your business

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https://www.kapta.com/ Top 5 Common Pain Points of Key Account Management and how Customer Success and Account Management professionals can overcome these challenges. Learn the good, the bad and the ugly of “getting Key Account Management right.” This topic should be of interest to Customer Success professionals from companies of all sizes, and anyone looking to increase their knowledge of large account management.

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Key Account Management. Marketing and Sales Excellence. Team Mission : Deliver “World Class” Key Account & Territory Management. Analyze account. Plan strategy. Set objectives. Take action. Review account. Operating model relationship overview. Market Factors. Customer.

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Key account management. BUYER – SELLER DYADS(Relationships). Salesperson-Customer relationship. Situation in which two people interact : Salesperson and Customer or Advertising and Viewer “ Salespersons-Buyer” Dyadic Relationship by Rosann, William and Fred, 1977. Salesperson.

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Blog – Creative Presentations Ideas

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infoDiagram visual slide examples, PowerPoint diagrams & icons , PPT tricks & guides

presentation on key account management

How to Present Time Management Matrix Visually for Easy Understanding

Are you presenting time management topics? Consider using a visual way of explaining decision-making and time management methods, such as the Eisenhower matrix. 

We show an idea on how to present the four quadrant boxes of decision-making and planning of action priorities.

The graphics presented here are based on our diagram design experience for presentations that focus on clarity and information visualization. 

Get all the graphics presented here – click on the slide pictures to see and download the source illustration. Check the full Eisenhower Matrix for Time Management Presentation (PPT Template).

What is a time management matrix?

Also called Eisenhower Matrix is a simple tool for prioritizing actions. Organizing task in the matrix layout helps to decide on task priority and focus on what’s critical. 

The idea is to group actions into four boxes, organized by two categories: urgency and importance, as you can see below. 

It helps you to decide what task to do first, what to schedule for later, what to delegate, and what to eliminate. This time management framework suggests you to classify your asks as: 

  • Urgent & Important (tasks that require immediate attention and have a significant impact), 
  • Important & Not Urgent (important but not time-sensitive task), 
  • Urgent & Not Important (time-sensitive but not crucial issues, 
  • Not Urgent & Not Important (neither pressing nor critical).

If you want to present this management approach visually, create a visual representation that is simple and clear. We created such a slide with this in mind.  

Eisenhower Matrix Idea Explained PowerPoint

The slide with the Eisenhower Matrix consists of four parts. We used non-standard shapes to make the visual effect more interesting. Each box refers to one prioritizing action. Each of them is highlighted with a distinctive color. Therefore, green is used to signify tasks to be done and red signifies tasks to be deleted. Thanks to this distinction, you can easily show actions by category. Additionally to each box, we added icons that symbolize categories. 

Such a composed slide helps users focus on what matters most, ensuring a quicker way to explain the idea of this time management framework. 

Presenting benefits of using Eisenhower matrix based decision making

If you want to list the benefits of this time management method, do it in some interesting visual way instead of having only list of bullet points. For example, you can use diagrams with icons illustrating each benefit. It is easy for your audience to grasp the advantages at a glance.

Eisenhower Matrix Benefits PowerPoint

In the slide above, we show you the idea of a slide about decision-making advantages. Here we had four benefits, but this design is easy to change for more and fewer points. 

We used round shapes. The shape of a circle is softer and signifies continuation and flow. If you want to evoke a positive association,  consider using round shapes in design. Of course, these associations can vary based on personal experiences, but it’s some common principle. In this case, we combined a few different shapes to create visual interest. Remember that simplicity is key in design, so avoid using too many shapes, just try to convey a complex message in a simple way.

Share examples – Time Management from Financial sector

Here’s an example of how such a matrix can look filled with specific tasks from the fintech industry. 

Example tasks can include each section:

  • Responding to a critical tax audit – this would be Do First
  • Negotiating with a key lender to restructure debt – this would be Do First
  • Developing a long-term financial forecast – this would be Scheduled
  • Analyzing costs and benefits of new software –  this would be Scheduled
  • Regularly browsing personal social media at work – this would be Deleted
  • Responding to every single email notification – this would be Deleted
  • Preparing travel arrangements for an upcoming conference – this would be Delegated
  • Generating routine financial reports – this would be Delegated

From the design point of view, notice how we used small details to make the slide consistent … bullet-point coloring corresponds to meaning – red for delete, yellow for delegate, blue for schedule, and finally green to do.

Eisenhower Priority Matrix Financial Industry Example PowerPoint

One of the important roles of a slide is creating impactful and effective designs that not only look beautiful but also communicate the right message to her target audience. In this example, we focus on the design flow between tasks and each section so that it can be easily read. 

It’s an example of the financial industry, so we also used the financial icon in the middle of the slide to illustrate the subject.  

Example of Net Zero Actions Priorities for a municipality

Here’s another example of prioritizing actions of Net Zero activities that a city can do. Following Eisenhower matrix, those  tasks can be assigned to 4 groups. 

Example of global warming mitigation tasks can include

  • Emission assessment – this would be Do First
  • Energy Efficiency Upgrades – this would be Do First
  • Fossil Fuel Phase – this would be Scheduled
  • Emissions Reduction Milestones  – this would be Scheduled
  • Supplier Engagement – this would be Delegated
  • Research Partnerships – this would be Delegated
  • Ignore Stakeholder Engagement – this would be Deleted
  • Delay Emission Reductions – this would be Deleted

You can present it as a to-do list graphics on a slide, as we did below. 

Actions Priorities Example Reaching Net Zero PowerPoint

To visualize these tasks we created 4 fields, each for one section. As in the previously discussed slide of Eisenhower Matrix in this slide we used the same idea about distinctive color and icons for each section. For better recognition subject we added also the icon of the cloud with 0% that refers to reaching net zero.

If you would like the slide design to be more interesting, you can experiment with background. We suggest adding some picture with the mask layer. The slide looks more balanced and sophisticated.

Example of IT Tasks ToDo matrix 

Another example is for IT department or IT related tasks organization. This can include

  • Server outage fix – this would be Do First
  • Critical Security Breach – this would be Do First
  • Strategic Planning – this would be Scheduled
  • Travel Arrangements – this would be Delegated
  • Routine Report Review – this would be Delegated
  • Social Media Monitoring – this could go to Don’t do group

Task Priorities To-do Matrix IT Industry Example PowerPoint

This tasks management slide design focuses on the visual way of representing To-do list. Each task is placed in a separate field with various colors. You can add visual markers to indicate the status, of what is done and what is not done. It’s an easy way to make a harmonized slide with a to-do list. 

Illustrating time management presentation by a quote

To make your your presentation more engaging, you can present a time management quote. To do so  you can consider using our slide design idea we show below. 

Urgent Important Principle Eisenhower Quote PowerPoint

We suggest inputting the quote in a speech bubble, it’s a common way to draw the eye to important elements in your design.  Moreover, you can add icons with quotation marks thanks to which the audience will know that the slide is about citation. We also added a picture on the background to illustrate time management. 

Key Tips How to Present …

When you create a presentation of your Time Management presentation, keep these simple design guidelines in mind for a clear, captivating, and easily understandable delivery:

  • use a consistent graphical style throughout your presentation to maintain visual coherence,
  • plan the layout of your slides, particularly for those containing a lot of text or data, to ensure a well-balanced and engaging design,
  • add icons to enhance the visual appeal of your presentation,
  • consider using distintive shapes and colors to highlight the content,
  • convey your message with a simple and balanced design, for visual interest, you can add a picture with a mask layer on the background. 

By following these basic design principles, you can create a compelling presentation that leaves a lasting impact on your audience.

Resource: Eisenhower Matrix for Time Management Presentation PowerPoint Template

The examples above used the graphics from an Eisenhower Matrix for Time Management Presentation (PPT Template).  All slides are available in the infoDiagram collection of presentation graphics.

Moreover, you can extend your data presentation with an Eisenhower Matrix for Time Management Presentation (PPT Template) right here.

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If you require a professional template with great design, then this Key Account Management Plan Powerpoint Ppt Template Bundles is an ideal fit for you. Deploy it to enthrall your audience and increase your presentation threshold with the right graphics, images, and structure. Portray your ideas and vision using twelve slides included in this complete deck. This template is suitable for expert discussion meetings presenting your views on the topic. With a variety of slides having the same thematic representation, this template can be regarded as a complete package. It employs some of the best design practices, so everything is well structured. Not only this, it responds to all your needs and requirements by quickly adapting itself to the changes you make. This PPT slideshow is available for immediate download in PNG, JPG, and PDF formats, further enhancing its usability. Grab it by clicking the download button.

Key Account Management To Monitor Market Trends And Ensure Customer Satisfaction Complete Deck

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Key account management major account revenue customers

Presenting this set of slides with name - Key Account Management Major Account Revenue Customers. This is a two stage process. The stages in this process are Key Account Management, Kam, Strategic Account Management.

Key Account Management To Monitor Positive Impact Of Effective Key Account Management

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Key account management stakeholders close and grow

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Key Account Management To Monitor Client Success Roadmap Of A Key Account Manager

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Key Account Management To Monitor Overview Of Key Account Management Assessment Process

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Key Account Management Report With Account Status Key Account Management To Monitor

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Seven Step Process Key Account Management Plan

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Key Account Management Best Practices Key Account Management Assessment

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Major Key Account Management Strategies Key Account Management Assessment

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Key Account Management To Monitor Prerequisites For Implementing Key Account Management

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KeyBank Launches Virtual Account Management Solution for Treasury Clients

KeyBank

Cleveland-based financial institution KeyBank has launched a virtual account management solution for treasury management clients.

The new Key Virtual Account Management ( KeyVAM ) solution is designed for clients who have complex demand deposit account (DDA) structures and provides them with instant access to KeyBank commercial cash management bank accounts, KeyBank said in a Tuesday (May 7) press release .

“In today’s fast-paced digital business environment, clients appreciate real-time information and the flexibility to reflect account structures without having to open a multitude of physical accounts with multiple banks,” Jon Briggs , head of KeyBank Commercial Product, said in the release.

KeyVAM, which is powered by Qolo , enables clients to use custom virtual account structures to manage multiple clients or cost centers, according to the release. The virtual accounts are linked to an existing commercial bank DDA on KeyBank’s online commercial banking system, KeyNavigator .

With KeyVAM, incoming or outgoing payments can be reflected in real time, with a virtual sub-ledger providing a continuously updated transaction and balance history and delivering transparency into company-wide cash flows, the release said.

KeyVAM also enables the processing of real-time payments in and out of the sub-ledgers, in addition to wire and ACH transactions, per the release.

This new solution is delivered with an intuitive user interface and easy application programming interface (API) integration, according to the release.

“We’re excited to power KeyVAM through our advanced card and payments capabilities combined with our bank-grade ledger,” Qolo CEO Patricia Montesi said in the release. “This collaboration with KeyBank marks a giant leap forward in making next-generation financial technology available to businesses of all sizes and in any market.”

The launch of KeyVAM comes about a year after KeyBank adopted solutions from Qolo to offer its business clients embedded banking solutions.

The companies said in an April 2023 press release that KeyBank’s new capabilities would be powered by Qolo’s digital-first financial solutions, which would complement the scale and security offered by the financial institution.

Financial institutions (FIs) are working to bring the speed and convenience of consumer transactions into the B2B payments world, Montesi told PYMNTS in an interview posted in October 2022.

As businesses increasingly demand a consumer-style payment experience, FIs are being pushed to up their game, Montesi said.

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How to price sponsored posts as a college athlete and more NIL takeaways from an influencer-marketing presentation

  • Rachel Maeng Brown is a former NCAA rower who now works with student-athletes at her firm Gen Agency.
  • The agency has provided NIL education and consulting to college athletes, collectives, and schools.
  • Brown shared a presentation with five strategies to help athletes price and negotiate brand deals.

Insider Today

Knowing your worth is a struggle many college athletes face now that they can make money from their name, image, and likeness, known as NIL.

To help athletes understand their value, influencer-marketing-and-production company Gen Agency has been educating and consulting college athletes on NIL.

"Our big focus is creating a sustainable NIL marketplace at each university," Rachel Maeng Brown, the founder and CEO of Gen agency, told Business Insider.

Brown, a former NCAA rower, said the NIL side of Gen Agency educates universities to help them build curriculums. The agency also offers athletes on-site and virtual workshops about NIL marketing.

In April, Gen Agency hosted its first NIL-educational summit for University of Michigan influencers in partnership with Reach , a student-driven organization helping content creators grow their platforms and connect with brands. The presentation, which was shared with BI, covered how athletes can understand their audience, price sponsored content, post properly on social media, and protect themselves with a contract.

The summit also featured a panel of guest speakers, including former NFL player Isaiah Johnson . Johnson told BI that social-media followers and engagement are more important to brands who work with athletes than on-field performance.

"Followers, everyone wants to know how many people are following you and then two, just how genuine you are," he said. "If you are genuinely using a product, this could be a wonderful fit."

Johnson said athletes with the best media presence are natural and real with their followers. He said sports fans love behind-the-scenes footage they can not get from somewhere else, like athletes' day-in-the-life videos.

Here are five key slides from Gen Agency's NIL presentation on how athletes can brand themselves and negotiate fair pay:

Learn about your audience

presentation on key account management

Brown said knowing your target audience is key to working with brands. It helps companies understand who they can reach by recruiting you. 

During the summit, Brown showed athletes where to find key stats on their Instagram audiences, including follower count and growth, location, age, and gender.

A formula athletes can use to estimate the price of a brand deal

presentation on key account management

The presentation offered a formula student-athletes can use to calculate how much to charge brands for a sponsored post. It's based on a $10 CPM, which refers to the cost per every 1,000 impressions, though CPMs can vary.

To calculate what to charge per post, take the average number of views over the last 30 days and divide it by 1,000. Then take that figure and multiply it by the CPM.

Using that math, an athlete with 600,000 average views over the last days would charge $6,000 per post, based on a $10 CPM, per the presentation's example.

Know your copyright rules

presentation on key account management

Athletes, like other influencers, need to comply with brand, platform, and regulatory guidelines for social-media posts and ads, such as copyright rules and what kind of content is permitted on a platform.

Student-athletes also need to abide by NCAA rules because posting inappropriate content can result in losing scholarships, eligibility, and future career opportunities, according to the NCAA .

Brown said college athletes should also exercise caution and not include other brands or anything illegal in a sponsored post. She advised double-checking the spelling before posting, too.

Dos and don'ts for sponsored posts

presentation on key account management

The agency also emphasized the importance of double-checking disclosures for paid ads, partnerships, and more so athletes do not have to delete or redo sponsored videos.

"This is really important to student-athletes as well as smaller influencers because a lot of brands will try to bully them," said Brown, "to say, 'You don't need to put hashtag. You don't need to disclose that we're sponsored.' But it's actually illegal across social media."

She said failing to disclose a sponsored post could result in an athlete's account being banned or messing up their average views and algorithm.

Things to know about payment

presentation on key account management

Brown also talked about contracts and W-9s, which are tax forms for independent contractors. The presentation emphasized in capital letters that athletes need a contract to make sure they get paid for their work.

They should also be mindful of terms such as "usage" and "ownership" because it could mean their videos could be posted on any social-media channel or site.

Brown said brands are not going to protect the athletes, so they need to look out for themselves.

presentation on key account management

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  1. Top 10 Key Account Management Templates with Samples and ...

    Template 4: Key Account Management Plan With Communication Style. Create a schedule for regular communication with your key accounts with this KAM Communication Plan Template. You can use this presentation template to make a touchpoint plan, invite people to recurring meetings, and ensure regular follow-ups.

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  7. Key Account Management PowerPoint Presentation Slides

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  8. Crash course in key account management: How to improve your KAM

    2. Prioritize your key accounts. Once you have determined which accounts you should focus on, you should prioritize them based on potential profit and aligned interests. Use the matrix below to determine the type of key account management that will fit each client. 3. Become an expert on the account members.

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    The following are the top 4 things to keep in mind when it comes to your Key Account Management strategy. 1. Focus on the customers that matter most. Identify your cream-of-the-crop accounts with the biggest growth potential. We're talking maybe 50-100 enterprise customers max.

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    New business from key accounts is 60% - 70% more likely to close compared to the 5% - 20% likelihood of closing a deal with a new client. The growth of the business depends on the KAMs' ability to continually grow a company's existing relationships. Staying adaptable is essential. Markets shift, consumer preferences evolve, and ...

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    Key account management insights. By their nature, key accounts are a top priority for CEOs and chief sales officers (CSOs). CSOs tend to double-down on key account growth by allocating more resources to their largest accounts, hoping that will help them attain a higher growth rate relative to other accounts. But this "biggest customers get ...

  18. Key Account Management 101

    47-slide PPT PowerPoint presentation (PPT) on Key Account Management 101 - Best Practices. Having a robust and streamlined Key Account Management (KAM) Program is critical, because it helps organizations build strong and long-lasting relationships with their most important clients. This PowerPoint presentation provides a step-by-step, detailed approach to designing a Key Account Management ...

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  20. Effective Change Management Is Key to a Successful Digital

    Facilitating change is the single most important skill you need to thrive in product management. It requires a deep understanding of several fundamental disciplines: digital product mapping ...

  21. How to Present Time Management Matrix Visually for Easy Understanding

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  22. Keybank Launches Virtual Account Management Services Powered by Qolo'S

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    This includes steps such as accounts analysis, segmentation, identify decision makers, diagnose, set objectives, strategic plan formation and monitor. Introducing our premium set of slides with Seven Step Process Key Account Management Plan. Ellicudate the seven stages and present information using this PPT slide.

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  26. How to price sponsored posts as a college athlete and more NIL

    To calculate what to charge per post, take the average number of views over the last 30 days and divide it by 1,000. Then take that figure and multiply it by the CPM. Using that math, an athlete ...