Contents

About the author

Foreword

Preface

Preface to the sixth edition

Acknowledgements

And it was all going so very well...

PART ONE Definitions and purpose

01 The key account approach

02 Why Key Account Management?

03 The spectrum of KAM ambition

04 What is a key account?

05 What is Key Account Management?

PART TWO Analysis: opportunity and value

06 Knowing the market, knowing your value

07 Knowing the people, knowing your value

PART THREE Relationship management

08 From ‘bow-ties’ to ‘diamonds’

09 Decision mapping and contact strategies

10 The good, the bad, the sad and the ugly

PART FOUR Achieving key supplier status

11 The purchasing revolution

12 Supply chain management: seeking value

13 Purchasing organization: rationalization and centralization

14 Supplier positioning: managing suppliers

PART FIVE Achieving strategic supplier status

15 Being of strategic value

16 How do they plan to grow?

17 How do they aim to win?

18 What drives them?

19 A shared future?

PART SIX The value proposition

20 The customer’s total business experience

21 The customer’s activity cycle

22 Measuring the value – securing the reward

23 Making the proposal

PART SEVEN Planning and joint planning

24 The key account plan

25 Joint planning

PART EIGHT Targeting

26 Customer classification

27 Customer distinction

28 Global Account Management

PART NINE Making it happen

29 Sins and requirements

30 Leadership and organization

31 Skills, attitudes and behaviours

32 The role of information technology

33 Measuring customer profitability

34 The implementation plan

35 Training and further help

Index