Five steps to getting key account management right

Malcolm McDonald

This article claims that many marketers take an unsophisticated approach to key account management, even though the majority of their business comes from a few big customers, and identifies five steps they can take to improve their efforts.

Increasingly, the majority of business comes from a small number of big customers. Yet, many marketers take an unsophisticated approach to key account management. Here are five tips that can help identify where marketers are going wrong, and what they can do to dramatically improve their KAM efforts

As marketers, we are all familiar with key account management (KAM). It is the term that is reserved for only the largest and most important of clients or accounts; the ones that require the most attention.

Many agencies and marketing departments rely heavily on effective KAM, primarily because these are the customers...

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