A Sales Approach to Key Account Management (KAM): Toward a Unified View of KAM Deployment and Operationalization

Abstract

The key account management (KAM) literature is multidirectional in certain respects. Within the KAM literature, it is challenging to find consensus on the definition or conceptualization and operationalization of KAM. We propose a decision-based conceptual framework to help managers and academics better understand the conditions that are most appropriate and how to best implement a KAM system. This article also discusses different organizational solutions for handling demanding customers, while implementing a cost-effective and efficient customer interface strategy (CIS).

Keywords:

• Key account management (KAM)
• customer interface strategy (CIS)
• suppliers
• sales
• customer service