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Key Account Management Excellence Model
A systematic strategic or key account management is made up of eight fundamental elements, that answer core questions to the company specific set up of an account management program.
- Objectives and terminologies
What is the overall objective that should be achieved with the KAM program?
Which company specific terminologies will be used? - Identification of key accounts
Who are the key accounts and how are they going to be identified? - Packages for key accounts
What do we do differently for the important key accounts?
Which products or services will they get, that other accounts will not get? - Organization and account teams
How is the KAM integrated into the overall company organization?
How to set up and manage interdivisional (mostly virtual organized) key account teams? - Personal
What is the job profile of a key account manager?How to reimburse key account managers?
How to set up a career path for people in the KAM organization? - Processes
How to set up KAM specific processes (e.g. budget planning process) and how to integrate them into the company processes? - Tools
Which tools are provided to the key account managers to manage the business relationship with their customers? (Example: Key Account Plan) - Steering
How to set up a multi dimensional scorecard to steer the KAM?