OasisLMS

Duration: 20mins Learning objective: The practices and processes for managing and growing customer portfolios are in constant flux, particularly with key customers- both operational as well as strategic growth agendas (see Resources tab for additional supporting materials)-

Sales Professionals Key Account Managers Aspiring Key Account Managers Managers of Key Account Managers Sales Management & Leadership Professionals

UK and International

The practices and processes for managing and growing customer portfolios are in constant flux, particularly with key customers. On one hand, key account managers need to deliver to a high standard the agreed service contracts. On the other hand, increasingly demanding requirements call for key account managers to influence the design of customer offerings, incorporating into their value propositions, technological and sustainability-related innovation. This session explores ways in which both the operational as well as strategic growth agendas can be addressed.

CPD Points: One

Dr Javier Marcos, Associate Professor of Strategic Sales Management and Negotiation at Cranfield School of Management Dr Javier Marcos, is Associate Professor of Strategic Sales Management and Negotiation at Cranfield School of Management. He is also the Director of the Cranfield Key Account Management Forum. Javier's research and teaching addresses issues of value creation and distribution in complex supplier-customer relationships. Patrick Joiner, MD of the Institute of Sales Professionals Highly experienced facilitator, coach and trainer Specialising in sales, sales management, leadership and customer service Experienced sales professional and sales leader Worked across many sectors and global markets Highly facilitative and engaging trainer Patrick Joiner has more than 30 years' experience working in the sales profession. After more than 10 years in sales and sales management in the publishing and exhibitions sectors, he spent 7 years as Chief Executive of The Institute of Sales and Marketing Management. For the last 16 years, he has worked as a trainer, facilitator and coach, specialising in sales, sales management, and leadership. He has designed and delivered development programmes for companies across a wide range of sectors in more than 20 countries worldwide. A self-confessed 'sales geek' he keeps himself abreast of the latest research in sales force effectiveness and sales best-practice which he shares with his clients in highly pragmatic, interactive, and stimulating development programmes. His focus is on providing delegates with proven tools and approaches and challenging them to find ways to put them into practice when working with their customers. He was appointed MD of the Institute of Sales Professionals in September 2021. Rob Ormston How Key Account Managers (KAMgers) can improve communication and align the customer strategy internally to enhance value proposition delivery for Key Accounts in complex, Hybrid, B2B environments: This presentation looks at how KAMgrs can better align and communicate customers' needs and strategy internally, with the aim of enhancing the value propositions delivered to Key Accounts in complex, 'Hybrid', post-COVID-19 B2B environments. The findings and recommendations for improved KAM effectiveness are based on primary research with leading KAM organisations and include insight into the impact of home and 'Hybrid' working on the internal communications of KAMgrs; the emergence of the KAM plan as a critical communication tool for internal alignment, and the need for increased education of internal functions on how they contribute to KAM success. Rob is a Research Fellow of the ISP and works in account management and business development. He holds an MSc in Strategic Marketing (Distinction) from Cranfield University; a First-Class Honours Degree in Business Management from Nottingham Trent University and Level 7 Diploma in Strategic Management and Leadership from CMI. In his spare time Rob enjoys playing football, going to the gym, and walking his dog. Dr Mark Hollyoake B2BTrust the essential ingredient for relationship development and mutual value creation:Unpacking the development of trust in B2B relationships and how to do it Mark holds a doctorate gained from the University of Southampton through his research focused on Trust as a dynamic within business-to-business customer relationships. He is a co-founder and Director of Customer Attuned Ltd and an expert in B2B Customer Experience and Customer Management. This includes CM strategy development; execution of improvement plans, including organisational modelling for customer management. His applied work has led to organisations making, significant improvements to their customer management. The focus of this work has been to move organisations up the Trust Ladder enabling them to benefit from reduced cost to serve while continuing to innovate and deliver mutual value. He is an associate lecturer at the University of the West of England and a Fellow of the Chartered Institute of Marketing. He holds an MBA in strategy from Henley Business School and a diploma in marketing.