Five key insights into great KAMs

10th January 2025 |   Dr Roland Kassemeier

A major research study uncovers insights into what differentiates top-performing KAMs from the rest. It finds many organisations are focusing on the wrong things in their efforts to improve KAM performance.

Key account managers (KAMs) may represent a small fraction of the sales force, but their impact on sales outcomes is disproportionately significant. Despite extensive research on general sales effectiveness, little is known about what drives the success of these elite B2B sales professionals.

This gap in understanding left a critical piece of the sales effectiveness puzzle unexplored. To address this, my colleagues Berenika Barbara Hengstebeck, Jan Wieseke, and I undertook one of the largest studies ever conducted on key account management, analysing data from over 7,000 salespeople across various industries, including 1,205 KAMs.

PLEASE NOTE: Subscriber-only content – To read the full article, please login or purchase a subscription. Subscription Options Login