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Implementing Key Account Management

Implementing Key Account Management

Designing Customer-Centric Processes for Mutual Growth

Javier Marcos, Mark Davies, Rodrigo Guesalaga, Sue Holt

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Equip yourself with the tools, frameworks and approaches needed to successfully deploy key account management programmes.

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About the book

Implementing Key Account Management is a highly practical handbook that guides readers through the realities of rolling out a functional key account management programme. The book offers an integrated framework for key account management (KAM) that businesses can use to design or further develop strategic customer management programmes, enabling them to overcome the obstacles that organizations often face when rolling out their strategies.

Bringing together the experiences of leading experts within this field, Implementing Key Account Management draws on two decades of research and best practice from Cranfield University School of Management, one of the foremost centres for researcher and thought leadership in KAM. Between them, the authors have designed and delivered programmes globally for clients such as Rolls-Royce, Unilever, Vodafone, The Economist and many more. Rigorously researched, well-grounded and practical, this book is - quite simply - the definitive, go-to resource for implementing key account management programmes.

Table Of Contents

    • Chapter - 01: Introduction to implementing key account management;
  • Section - PART ONE: Re-engaging strategic customers;
    • Chapter - 02: Adopting key account management;
    • Chapter - 03: Building customer understanding and value planning;
    • Chapter - 04: Developing customer relationships;
  • Section - PART TWO: Developing winning offerings;
    • Chapter - 05: Creating compelling customer value propositions;
    • Chapter - 06: Co-creating value with key customers;
  • Section - PART THREE: Designing customer-centric approaches and processes;
    • Chapter - 07: The role of the key account manager and the KAM team;
    • Chapter - 08: Measuring KAM performance;
    • Chapter - 09: Motivating, incentivizing and rewarding for KAM;
    • Chapter - 10: KAM and procurement: the buyer’s perspective and value-based negotiation;
    • Chapter - 11: International key account management;
  • Section - PART FOUR: Assessing your KAM programme: a framework;
    • Chapter - 12: The KAM Framework;


The authors have a proven record of developing and delivering leadership in key account management theory and practice. This book will be really useful to any business leader looking for practical insight into how to grow business relationships and commercial outcomes with their largest, most complex accounts.
Paul Wilson, Commercial Account Director, Pfizer – KAM Centre of Excellence

Incredibly well thought-through, well researched and provides a unique playbook both for newcomers to key account management and for those with decades of experience. Very thought-provoking and a must-read for those serious about building deeper client relationships.
John MacDonald-Gaunt, Vice President, IBM Global Business Services

Professional, practical and pragmatic - an ideal source of information to make key account management work effectively in your organization.
Richard Daniel, Director of Key Account Coordination and Customer Solutions, Zoetis

I like the highly structured approach of this book, combining practical relevance and scientific foundation.
Hajo Rapp, SVP Global Strategic Account Management and Sales Excellence, TUEV SUED AG

Full of practical advice for managers, this book is the product of many years of research and teaching on key account management and sales by the experienced Cranfield team.
Lynette Ryals, Pro Vice Chancellor and Professor of Strategic Sales and Account Management, Cranfield University

Book Details

  • EAN: 9780749482756
  • Edition: 1
  • Published: 3rd August 2018
  • Paperback
  • Format: 240x170
  • 352 pages

About the Author

Javier Marcos has designed and delivered programmes globally for clients such as Barclays, Cap Gemini, GKN Aerospace, Rolls-Royce and Unilever.

Mark Davies acts as Visiting Fellow for Cranfield School of Management and facilitates the Cranfield KAM Best Practice Research Club.

Rodrigo Guesalaga is Senior Lecturer at Cranfield School of Management, Associate Professor at Pontificia Universidad Católica de Chile, and Visiting Professor at Vlerick Business School.

Sue Holt is Director of the Cranfield School of Management's flagship Open Programme on KAM.

Javier Marcos

Mark Davies

Rodrigo Guesalaga

Sue Holt