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B2B Sales

Key Account Management

KAM, strategic account management
Definition
Key account management (KAM) is a strategic approach to managing your most valuable customers with dedicated resources, long-term plans and senior relationships.

What makes an account a key account?

Typical criteria are current revenue, growth potential, strategic value and how well the customer fits your Ideal Customer Profile. Most companies treat only a small share of customers as key accounts.

Core elements of KAM

  • A named key account manager
  • An account plan with shared goals
  • Relationships across several levels of the customer's organisation
  • Regular business reviews

How VAEKST can help

We help you win and grow the accounts that matter most. See how we work with B2B sales. Book a meeting to talk it through with one of our growth experts.

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Related terms

Hunter vs. Farmer

Hunter vs. farmer describes two sales roles: hunters win new customers, while farmers grow and retain existing accounts.

Net Promoter Score

Net Promoter Score (NPS) measures customer loyalty by asking how likely customers are to recommend you on a scale from 0 to 10.

Voice of the Customer

Voice of the customer (VoC) is the structured process of collecting and analysing customer feedback to understand their needs, expectations and language.
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