 Benefits of KAM: Customisation of products/services, helps in establishing long-term

relationship, identifying key accounts and investing in them, assists in strategic marketing
planning, prioritisation of clients based on their importance
 Significance of investing in KAM: long-term growth opportunity, added revenue and
profitability, increase in loyalty and maintaining long-term relationship with clients
 Context analysis (Part of 5C analysis): analysing the context/environment in which the
business operates. Political, Economic, Social, Technological, Environmental and Legal
are some of the factors affecting a particular company/industry
 Perception and power of DMU in an organisation has a greater influence in decision
making process
 Different organisations require different key account management structure. The
following matrix is one of the ways in which an organisation can choose KAM structure
based on the level of formalisation and relational elements

High

Basic/Co-operative KAM Seamless, Integrated/Interdependent KAM

Formalisation

Unstructured/Card KAM Country Club

Low

Low High
Relational