Key Account Management Theory

When building a Key Account Management process the following diagram outlines the various stages and possible timings to implementation:

Key Account Management Process

But what is the role of a Key Account Manager in establishing a successful process?  Research and my experience indicate that:

  1. She must have responsibility for sales/profit growth within the Key Account
  2. She must also have the power to co-ordinate and match the seller's total offering to the Key Account's needs
  3. The Key Account Manager must facilitate multi-level, multi-functional exchange processes
  4. She must also be a Champion for the Key Account Concept within her own organisation

I have here some case studies on Key Account Management

Useful References on Key Account Management

Millman, T. and Wilson, K., 1995, From key account selling to key account management, Journal of Marketing Practice: Applied Marketing Science, 1 (1), pp 9-21    

Pardo, C., 1999, Key account management in the business-to-business field: A French overview, Journal of Business & Industrial Marketing, 14 (4), pp 276-290

Peppers, D. and Rogers, M., 2001, One to one B2B: Customer development strategies for the business to business world, 1st ed. Oxford, UK, Capstone Publishing Limited. 

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