Friday, September 30th, 2022

Cranfield KAM Forum (Reports from Q2 2022)

Cranfield KAM Forum has now restarted face-to-face sessions in parallel with its online seminars. The success and popularity of the online seminars has demonstrated that there is benefit from them continuing in parallel with the face-to-face sessions. As always, the speakers and subject were chosen to be particularly relevant to key account managers building and maintaining business in the current… 

Tuesday, January 11th, 2022

Cranfield KAM Forum online

Reports from the Q2 and Q3 sessions While things are slowly returning to normal, the Cranfield KAM Forum seminars are continuing to complement the regular face-to face meetings that will resume when it is safe to do so. The webinars continue to address both strategic and operational themes and personal development topics of interest for key account managers. In this… 

Tuesday, July 27th, 2021

Five key topics for KAMs

This year marks the 25th anniversary of the Cranfield Key Account Management Forum. Here’s what participants discussed in Q1. In 2021 we mark the 25th anniversary of the Key Account Management Forum at Cranfield University. Following the Covid-19 pandemic the Cranfield KAM Forum has created a series of on-line seminars to complement the regular face-to face meetings that will resume… 

Tuesday, November 10th, 2020

Advice for KAMs during Covid

Reports from Cranfield Key Account Management Forum’s online series. Article summary Following the Covid-19 pandemic, the Cranfield Key Account Management Forum has created a series of online seminars to complement the regular face-to face meetings which will resume when it is safe to do so. The Forum aims to create and disseminate research and thought-leadership that can be used by… 

Thursday, May 28th, 2020

ABM and KAM in tandem

Account-based marketing is increasingly recognised as a highly effective approach to working with key accounts, so is of major interest to key account managers looking for new approaches. November’s KAMBP explored how to use ABM and KAM together. Bev Burgess, Senior Vice President & Practice Lead, and Dave Munn, President and CEO, introduced ITSMA (the Information Technology Services Marketing Association)… 

Friday, December 13th, 2019

Aligning KAM with procurement

Report from the Cranfield KAM Best Practice Forum 26 September 2019. Key account managers are always striving to find better ways to cooperate and co-create value with their opposite numbers in purchasing. Similarly, professional purchasing managers are always striving to obtain the best possible deal for their organisations and get away from entirely price-focused negotiations. So the most recent KAM… 

Wednesday, September 11th, 2019

Co-creating value via Fujitsu HXD

Reporting from the Cranfield KAM Best Practice Forum 20 June 2019. Key account managers and purchasing professionals are increasingly recognising the importance of co-creating value and the key part that the latest technology can have in facilitating that. So, the most recent KAM Best Practice Forum at Cranfield University decided to focus on how Key Account Managers can embrace technology… 

Wednesday, June 26th, 2019

Coaching the high-performing key account manager

Highly skilled, highly capable key account managers are essential for any organisation seeking to transform to a KAM culture. As more organisations realize that having a strong KAM capability is an absolute necessity to manage the customer base where most of their business resides, increasing focus is being placed on finding those key “few things” that guarantee success. Through research… 

Wednesday, March 27th, 2019

Technology is driving servitisation

This report from Cranfield’s KAM and Strategic… 

Wednesday, December 19th, 2018

Understanding procurement and negotiation

How should KAM teams create impact and…