KAM

The Association for Key Account Management

Key Account Management

Common KAM Questions

What is Key Account Management

Key account management (KAM) is a supplier-led process of inter-organisational collaboration that creates value for both supplier and strategically important customers by developing relationships that offer individually tailored propositions designed to secure long-term profitable business through the co-ordinated deployment of multi-functional capabilities.

Modified from Woodburn & Wilson, Handbook of Strategic Account Management, 2013

A key account is an external organisation which is individually of strategic importance to the supplier.

A key account manager is responsible for the supplier’s relationship with at least one key account (and less than 5).

  • A key account manager will manage one or two accounts and a maximum of five.
  • Key account managers have a broad and deep understanding of a key account’s business, well beyond purchase decision-making.
  • Key account managers understand their own business, its strategies, processes and capabilities.
  • Mutually-beneficial relationships are developed to exchange information and create value for both parties.
  • Each key account is supported by a consistently-involved team from different functions, levels and areas of the business.

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