KAM - it's as clear as mud

The fragmentation of our stakeholders has given us many things, one of which is Key Account Management. Is this another fad? Do we know what we are talking about?

By 'Mal Barnard' on Jun 16, 2009

The fragmentation of our stakeholders has given us many things, one of which is Key Account Management. Is this another fad? Do we know what we are talking about? Most of what we call Key Account Management has more in common with selling than anything else.

I always thought that as our environment becomes more complex that we needed clarity of thought to simplify things. Our current approaches are anything but simple. The problem is straight forward we have added new techniques, competencies and departments whilst still exerting equivalent effort on our old assumptions

If the future will be driven by KAM then surely we need a lot less of some of what we do today. Most of the individuals that we call KAMs are senior hospital representatives. Do we need to recruit a different kind of animal that is scientifically competent, understands the healthcare system and is less of a message detail man/woman

So far KAM is not working, because our response to the environment is to add an additional layer. Time to revisit what we mean by Key Account Management