Udemy
    •  
    •  
    •  
    •  
    •  
    •  
    •  
    •  
Subscribe
Turn what you know into an opportunity and reach millions around the world.
Learn More
Your cart is empty.
Keep shopping
Key Account Management (KAM) Essentials: grow your business
Rating: 4.1 out of 5(81 ratings)
361 students

Key Account Management (KAM) Essentials: grow your business

Master the techniques to find, engage and manage big, powerful customers profitably. From Best-Seller Author.
Created byOxford Learning Lab
Last updated 12/2020
English

What you'll learn

  • How to select the right accounts to be included in your KEY Account program
  • How to categorise them to maximise your sales and profits
  • How to analyse the needs of key accounts
  • How to develop winning plans for each key account
  • How to develop the required skills to become an excellent key account manager
  • How to measure the effectiveness and profitability of your key account program

Course content

1 section • 12 lectures • 2h 26m total length

  • Introduction0:35
  • Positioning KAM and the Challenge of Customer Power27:02

    Position key account management within corporate strategy to address the challenge of customer power, drive profitable growth, and deliver shareholder value added through strategic account plans.

  • Key Account Definition, Selection and Categorization20:37

    Define key accounts, select and categorize them, and navigate relationship types from basic to integrated to improve profits.

  • How to Categorize Your Key Accounts21:21

    Learn to classify key accounts with the strategic planning matrix and its smb version, using directional policy matrix methodology to allocate resources and maximize profitability over three years.

  • Analyzing Key Accounts and Developing Quantified Value Propositions19:15

    Analyze key accounts and craft financially quantified value propositions that create customer advantage and support a three year strategic plan by uncovering unmet needs and quantifying value.

  • Key Account Planning5:46

    Learn the key account planning process and produce a world-class strategic key account plan using our planning matrix, manual, and forms, built on 20 years of global best practice.

  • Skill Requirements for Key Account Management14:26
  • KAM Organizational Issues8:25

    Explore suitable organizational structures for key account management, highlighting dotted relationships and cross-functional collaboration to deliver customer value. Learn about contact mapping to identify key influencers and set relationship objectives.

  • KAM Profitability5:14

    Compute customer profitability by capturing direct costs and major post-sale costs, then apply absolute and relative profitability to guide negotiations, resource allocation, and integration versus cooperation.

  • KAM and Shareholder Value Added9:07

    Identify key accounts, assess risk factors, adjust cash flows, and calculate risk-adjusted net present value to demonstrate how key account management creates sustainable shareholder value.

  • Summary and Actions13:59

    It summarizes 10 guidelines for profitable key account management. It explains portfolio sizing and prioritization by wallet size and growth potential, and outlines strategic plans to create shareholder value.

  • Bonus Lecture + Extra Powerful Download Materials0:26

Requirements

  • Good Marketing basics are required

Description

In this course, Professor Malcolm McDonald, author of many leading books on KAM and founder of the KAM Best Practice Club at Cranfield University - which has been running for over 20 years - has condensed his one day workshop on KAM into 10 bite-size modules covering what KAM is, why it is so important, and how to apply it successfully.


Managing your most important business customers is a key area that suppliers need to master.

These customers can have a strong impact on the performance of the supplier and need to be managed in a special Key Account Management (KAM) program.

Getting this KAM blueprint right is vital for both suppliers and customers. Yet many suppliers still make fundamental mistakes damaging their ability to unlock the profits in these relationships.

By the end of the course, you will master:

>How to select the right accounts to be included in your KEY Account program

>How to categorize them to maximize your sales and profits

>How to analyze the needs of key accounts

>How to develop winning plans for each key account

>How to develop the required skills to become an excellent key account manager

>How to measure the effectiveness and profitability of your key account program


Who this course is for:

  • Key Account Managers
  • Chief Marketing Officers
  • Chief Revenue Officers
  • CEO
  • B2B Marketers

Report abuse