Account Management Secrets How to Make Key Account Management Work | EP68
Dec 19, 2025
Mark Davies, an expert in B2B key account management and author of "Infinite Value," shares his insights on why key account programs often fail. He emphasizes the necessity of viewing KAM as a distinct business model rather than a standard sales process. The conversation highlights crucial steps like understanding customer strategies and building tailored offers to engage senior decision-makers. Mark discusses effective segmentation and the importance of cultural alignment in fostering meaningful relationships with key clients.
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KAM Is A Different Business Model
- Key account management is a different business model requiring investment and cultural change.
- Training people alone fails unless the rest of the organization aligns to the longer horizon and new ways of working.
Limit Coverage And Run Pilots
- Narrow the number of strategic customers so KAMs can invest properly and build deep plans.
- Run pilot customers, give teams time and resources, then scale what works.
Value Leakage Limits Upside
- Value leakage happens when suppliers see customers too narrowly and only sell what they already have.
- True KAM looks at the customer's strategy and finds levers to create much larger, differentiated value.