Adopting a Key Account Management Approach

Professor Malcolm McDonald described Key account management as “a natural development of customer focus and relationship marketing in business-to-business markets”. This was more than 20 years ago. Today it is just as relevant, but with the range of marketing software available to the construction marketer there is the opportunity to be far more effective.

In this webinar we will briefly look at what KAM is and how it differs from Account Management. We will then focus on its application for the product manufacturer; how your business needs to be organised, the importance of delivering value, what is needed to make an effective key account partnership and identifying suitable companies – both direct customers but also indirect customers like architects and contractors.

The webinar is presented by Chris Ashworth of Competitive Advantage. A former member of the Cranfield Key Account Management Club who has helped numerous clients implement a key account approach to their business.


Further Information:

Key Account Management as Part of a Specification Strategy

Applying KAM to your Specification Strategy

Cranfield Key Account Management

Implementing a Construction Strategy

UK Construction Market Handbook 2023

Construction Media Index

Construction Forecasts

Marketing Toolkit

Industry Articles

Help to Select your Key Accounts

Barbour ABI