August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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Organizing for KAM
Strategic accounts served by ‘dedicated’ members are relatively scarce because few customers require a high level of dedicated resources. At the same time, the most common manner in which firms serve strategic accounts is by utilizing ‘fluid’ teams, which tend to have dynamic membership rather than dedicated members.
Bradford et al (2012)
It is fair to say that, for most companies, the number of key accounts that require dedicated teams are few, but where they are needed they can be substantial. In global suppliers serving global customers, perhaps with many partner organizations, we have seen key account teams of over 200 people. Those team members need to maintain consistent levels of service to the customer across different ...
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