Lockdown to Looking Forward: Key Account Management
Duration: 39 minutes
Learning objectives: Key Account Management (KAM) strategy and management.
Credit
CPDEx:1.0
Description
Host: Emeritus Professor Malcolm H.B. McDonald, MA(Oxon) MSc PhD DLitt DSc
In this webinar, Professor Malcolm McDonald shares the results of 25 years of research at Cranfield University School of Management into global best practices in developing and maintaining profitable relationships with large customers.
The research club is sponsored by the likes of 3M, Siemens, Rolls Royce, etc.
For many companies, a large percentage of their revenue and profits are coming from fewer and fewer major customers.The potential rewards of this approach are high, but so too is the risk of losing a large account.
For marketing and sales alike, it’s vital that a successful approach to customer relationships is adopted.
Professor McDonald is respected as the world leader inKey Account Management (KAM), working with the biggest and best companies in the world in developing their key account strategies.
In this webinar, Professor Malcolm McDonald shares the results of 25 years of research at Cranfield University School of Management into global best practices in developing and maintaining profitable relationships with large customers.
The research club is sponsored by the likes of 3M, Siemens, Rolls Royce, etc.
For many companies, a large percentage of their revenue and profits are coming from fewer and fewer major customers.The potential rewards of this approach are high, but so too is the risk of losing a large account.
For marketing and sales alike, it’s vital that a successful approach to customer relationships is adopted.
Key Takeaways:
- How to adopt a successful approach to customer relationships
- How to become excellent in your dealings with powerful customers
- How to maximise your profits from these types of relationships
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