August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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Can we disaggregate fact-based evidence (in the real world ) from high aspirational goals? All too often I have seen CEOs and directors impose a list of key accounts on a sales team in the forlorn hope that the ‘A team’ will deliver the results (after all, that’s what they do isn’t it? ).
Contribution from a key account manager in the manufacturing sector
The biggest problem of all, however, in our view, is the inclusion of customers based solely on current results rather than on future potential.
The selection of key accounts has a big impact on the success of the entire KAM programme. Companies need to have the right criteria, the right data and the judgement to make the right decisions.
And finally …
Now let’s return to Jill Smith and ...
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