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Aligning ABM and Key Account Management to Build Relationships with Strategic Clients

April 10 @ 11:00 am - 12:00 pm EDT

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One of the four underlying principles of ABM is marketing and sales working in partnership. In one-to-one ABM, this usually means that ABM-ers become part of the account team, playing a key role in crafting and executing the account plan. But just how do the ABM and key account management (KAM) processes align? Who is responsible for what, and when? And how can you collaborate to maximize your chances of success?

ITSMA is partnering with Cranfield University School of Management to explore the alignment between ABM and KAM, working with both members of ITSMA and Cranfield’s Key Account Management club.

Drawing on academic research completed as part of an MSc thesis, this webinar will explore:

  • The relationship between ABM and KAM processes
  • The activities undertaken by ABM-ers and by Key Account Managers respectively
  • The tools and techniques that they both rely on

This webcast will be led by ITSMA’s Bev Burgess, SVP & ABM Practice Lead, and Dr. Sue Holt, Visiting Academic, Cranfield University School of Management.


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