Key account manager significado

What does an account manager do?

Key account manager means account manager or customer manager. The Account Manager is the person in the Sales Department who is responsible for managing the company’s key accounts.

A key account has as a prerequisite to be a high billing account. These accounts are based on the Pareto Rule, the sum of the amounts generate 80% of the company’s turnover. Also, key accounts can be those considered as strategic, for example, those related to brand image.

The Key Account Manager, the position in the Sales Department, tends to be confused with the Key Account, which is the account itself. These Key Accounts in turn may have sales representatives assigned to them for the valid execution of the agreements signed by the Management (executive or director, called KAM), the person who manages the account.

A Key Account Manager, within the Sales Department, is closely linked to Senior Management and the Strategic Marketing Plan.  These accounts are part of the Strategic Plan because many of them favor the introduction and maturity of a product or service when it is launched to the market. Mainly, they are the first to buy.

Key accounts

In an increasingly competitive environment, companies need to implement new formulas to help them achieve their sales objectives. In this context, the figure of the Key Account Manager gains prominence, becoming a valuable asset for the marketing and sales department.

The Key Account Manager is a professional who is in charge of managing the organization’s key accounts, i.e. those that represent a high level of turnover and provide a constant flow of revenue. His main objective is to maintain the relationship between these customers and the company in the long term.

The main difference between the Key Account Manager and an Account Manager is that the Key Account Manager is only in charge of the most important accounts of the company, either in terms of turnover or strategic importance for the brand, while the rest of the accounts are in the hands of the Account Manager.

The Key Account Manager is one of the most promising and in-demand professions in the labor market. These professionals are usually experts in Marketing, so if you are interested in working in this sector, get to know our masters and acquire all the necessary knowledge about account management and brand management.

Account manager that is

Increasing complexity and the rapid pace of change in global and local markets have urged companies to quickly adapt key account management to both the increased power and requirements of their customers. Global trends and the similarity of behavioral patterns in industry sectors around the world have revolutionized the customer/supplier relationship, with strategic alliances emerging between the two parties to gain a competitive advantage. The development of ICT tools and the immediate availability of information and data have highlighted the new challenges of key account management and the need and importance of organizational alignment of all stakeholders in KAM projects and processes. Companies are strategically adapting their approach to key account management to achieve competitive advantage and maintain a sustainable customer/supplier relationship. Most of these adaptations are due to a set of market forces and changes including the following:

Password manager

The new sales managers will have to have a much more complete profile in order to respond to a continuous decrease, which has been like a plague that has taken many companies by storm and left others on the edge of survival. This situation is leading organizations to focus on core customers in order to keep them and build loyalty rather than on attracting new business. In order to focus more and more on satisfying specific customers, organizations would have to develop commercial structures configured around a customer, known as key account management (KAM).

We can list numerous keys that can help to effectively manage these key accounts (KA), among the most indispensable are: the selection and categorization of the KA, the creation of a specific value proposition for each one, and the delivery of value.

After defining the concept of value and analyzing what your customers perceive from your offer, the sales team must define what their value proposition is. They must then communicate the vision of the proposition (what their business will be like with the purchase of our product) and provide the customer with rational arguments (such as savings or performance improvements) so that the customer can sell our product internally.