May 2015
Intermediate to advanced
82 pages
4h 27m
English
Content preview from Key Account Management
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
Start your free trial

Business CustomerMarketing and KeyAccount Development
The key is not to prioritize what’s on your schedule, but to schedule your priorities!
Key account programs pertain to and represent actions stemming from the marketing strategy. They usually entail multiple customer accounts, yet they still suffer from resource limitations—people, time, money, and so forth. Formulating appropriate marketing strategies and resource allocations for groups of customers thus is of critical importance. In this chapter, we first describe how key account portfolio analysis can help characterize and prioritize large customers, to differentiate the value proposition. In addition, we specify the leadership role that KAMs must fulfill, to coach ...