#017 Five Reasons your KAM Programme is Failing

IN THIS EPISODE:Key account management is a beautifully simple business basic…one that isn’t that easy! If it was, we’d all be doing it brilliantly wouldn’t we?  Like most working practices in business, there are a handful of common, or typical reasons why a KAM culture struggles to get off the ground in an organisation.  In this episode, I seek to shine a glaring light on the assassins of good KAM practice. The intent for this episode is this: we’re big believers in shining a light on vulnerabilities in a business – it serves as a wonderful opportunity to mitigate risks, develop and create new ways of working and foster better ways of thinking. In this episode, David shares the experiences we’ve had in working with clients.  Some of these clients have called for our support as a result of experiencing the loss of a customer and realising their vulnerabilities way too late. Others have started their respective KAM-Paigns to implement a KAM Culture and the momentum has dwindled and progress halted, caused by one or several of the reasons shared in this episode.   HIGHLIGHTS FROM THIS EPISODE:We’d urge you to bookmark this episode and make sure that you listen to it properly – dig really deep and reflect. It could be the spur you need to make a long-term systemic change which could in turn could bring meaningful (and profitable) transformative change. Here are the highlights that David walks you through on the 5 reasons your KAM programme is more than likely failing:  #1 Your Key Account criteria lacks focus & clarityDo you and your team know who your key accounts are and why they are qualified as “key”? Yep, a simple one right? But so many businesses miss this. I find that this lack of clarity often comes from a place of assumption. Assumption that the key accounts are simply the largest ones. The accounts that make up the lion’s share of revenue or profit. For me, the true definition of a key account is whatever is, or whatever will be, important to your business. It’s so