Most key account programs collapse because companies treat a strategic discipline like a standard sales motion, and this conversation reveals what it actually takes to build one that works.

Alex Raymond and Mark Davies examine why so many organizations invest in key account management yet struggle to see meaningful impact. Mark argues that KAM only succeeds when the company recognizes it as a different business model with a longer horizon and deeper expectations. Without cultural alignment, even the most capable account managers slip back into transactional patterns that limit growth and dilute the value customers could receive.

They explore how real progress begins when teams study a customer’s strategy, pressures and financial priorities, then build offers that match the customer’s world. This raises a key question for any account leader: are you creating conversations that reach senior decision-makers or staying confined to a narrow vendor role? Mark shares how better segmentation, thoughtful prioritization and a series of small wins can open that door, especially when paired with an internal pitch centered on material impact, margin and momentum. The episode leaves you considering whether your business treats its most important customers with the intention they deserve.

Episode Breakdown:

00:00 Why Most Key Account Programs Fail

06:08 The Mindset Shift Required for Strategic Accounts

09:01 Value Leakage and What Customers Really Expect

18:05 How to Identify True Key Accounts

31:48 Building Offers That Drive Meaningful Growth

35:12 Leadership’s Role in Making KAM Work

47:55 The Internal Pitch: Securing Executive Support

Connect with Mark Davies:

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Value Matters - Articles and content to advance B2B selling

Connect with Alex Raymond:

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Visit the AMplify website

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