Towards KAM and ABM – Helping fee-earners with client relationship management
This half-day workshop explores how to design and implement a Key Account Management (KAM) programme. It provides a selection of models, tools, techniques and ideas to help marketing and BD professionals whether they are new to KAM or manage existing programmes. It also shows how we can help fee-earners create more effective relationships with their major clients. Account Based Marketing (ABM) is also discussed.
Understand: Context, aims and strategy
• Why KAM? The business case
• Risks and barriers to KAM
• Integrating KAM into strategies and sectors
• Marketing/BD role in KAM
• Aims and alignment
Exercise: Goal setting
Plan: Process, data and systems
• KAM processes (simple to complex)
• Selecting KAM clients
• Analysis and research
• DMU, relationship mapping and buyer profiles
Exercise: KAM process
First attendee £270 +VAT
Second attendee £260 + VAT
All subsequent attendees £250 + VAT
Due to the restricted number of places, refundable cancellations are only accepted up to one month prior to the event (a cancellation fee of £25 + VAT will be incurred per person). Substitutions can be made at any time. PMI reserves the right to cancel with no liability beyond refund of fees paid.
This training course is open solely to member firms of the PM Forum, a worldwide group of over 3,000 marketers in professional services firms.
KIM TASSORedStarKim Ltd
Kim Tasso has worked within and for over 200 professional partnerships in the legal, accountancy and property sectors for over 20 years and continues to do so as a management consultant.
She also has direct client exposure from working with organisations in the technology, education, creative, media, real estate and not-for-profit sectors.
Unusually, she combines psychology, marketing and business qualifications so is effective as both a professional trainer, facilitator and coach and also as a subject matter expert in a variety of strategy, marketing, selling and relationship management topics.
She is highly rated as a trainer and coach for lawyers, accountants and surveyors and also lectured on Chartered Institute of Marketing (CIM) professional marketing qualifications for Cambridge Marketing College.
She is the author of books on soft skills, growth strategies, business development, media relations and business development and a prolific conference speaker and journalist. She is also a member of the PM Magazine Advisory Board.