August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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The evolution of KAM is also likely to involve increasing levels of focus and specificity involving much deeper qualification of a customer and their ability to satisfy pre-qualified account attractiveness criteria. This is just a reflection of the fact that KAM requires an investment for it to be effective and successful in delivering the required returns. The levels of investment available are increasingly finite, as is the capacity for developing deep relationships in meaningful contexts between executives. This targeting of fire power, in the context of KAM, probably falls under the definition of account-based marketing.
Simon Derbyshire, Vice-President of Capgemini Saudi Arabia
Capgemini, a global leader in consulting, technology and ...
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