Building and using the key account matrix, selection, categorisation and management

Companies often select key customers based solely on past sales, overlooking other crucial factors. Suppliers should consider future ROI indicators for better selection. Choosing the right key accounts is vital, poor choices can jeopardise the entire KAM program. Understanding key account selection is crucial, whether you're involved in the process, assessing customers, or working with selected accounts. This understanding ensures alignment and endorsement. Key accounts differ, so further categorisation is essential for tailored approaches and organisational alignment. If you believe your company's selection process is suboptimal, introduce this comprehensive approach for better results.