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.