Towards KAM and ABM – Helping fee-earners with client relationship management
This interactive half-day workshop explores how to design and implement a Key Account Management (KAM) programme. And how to enhance your existing KAM/ABM programme. The session is ideal for those in marketing roles looking to extend their business development skills and career.
After reviewing the latest research and case studies on KAM, the session provides models, tools, techniques and ideas to help marketing and BD professionals whether they are new to KAM or manage existing programmes. It provides insight into how we can help fee-earners create more effective relationships with their clients. Account Based Marketing (ABM) and professional services case studies are also discussed. Delegates have the opportunity to share their experiences and pose their questions.
Learning outcomes
- Understand how KAM and ABM have developed in professional services firms (and best practice)
- Resources to establish or improve an existing KAM programme
- Develop strategies and plans for successful KAM implementation and motivation
- Support fee-earners develop deep, collaborative and profitable relationships with clients
Topics covered
Understand: Context, aims and strategy
- Why choose a KAM strategy? Making the business case
- KAM challenges in professional service firms
- Risks and barriers to KAM (and how to overcome them)
- Integrate KAM into MBD, sector and sales strategies
- The role of Marketing/BD in driving and supporting KAM
- Develop aims and ensure alignment and expectation management
Exercise: Goal setting
Plan: Process, data and systems
- Overview of KAM processes (from simple to complex, for the organisation and individual clients)
- How firms select KAM clients (numerous methods examined)
- Support your fee-earners through KAM stages
- Lead analysis and research (using systems, tools and AI)
- Core tools: Decision-Making Units, relationship mapping and buyer profiles
Exercise: KAM process
Implement: Activities, skills and motivation
- Technical expert vs. relationship management behaviour (skills/competencies)
- Role of Client Relationship Partner and account managers
- Build relationships and manage pursuits (supporting selling skills)
- Conduct client listening and research programmes (best practice)
- Prepare and manage key client meetings
- Create plans and measure KAM successes
Exercise: Skills, training and motivation
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Cancellations/Substitutions
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.
Eligibility
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.
Speaker
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Kim TassoRedStarKim LtdKim 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.
