Key Account Management (KAM)
Manage key accounts with shared outcomes, executive alignment and a renewal plan.
Cheat sheet
Manage key accounts with shared outcomes, executive alignment and a renewal plan.
What to check first
Map buyer contacts and separate customer demand decline from supplier share loss.
How to make the call
Track retention risk and account contribution while reducing concentration through new pipeline.
OpenStax · Business markets and purchasing behavior · further reading for b2b & sales
Indian practice case
Fictional scenario
A Bengaluru logistics vendor depends on a top account with falling shipment volumes.
Reveal the step-by-step solution
- Diagnose the problem.
Map buyer contacts and separate customer demand decline from supplier share loss.
- Work through the evidence.
Use a joint business review to identify service gaps and expansion opportunities.
- Recommend and validate.
Track retention risk and account contribution while reducing concentration through new pipeline.
More Indian cases
Interview question
How would you use key account management (kam) to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Use a joint business review to identify service gaps and expansion opportunities. Track retention risk and account contribution while reducing concentration through new pipeline.