Marketing and Sales Education Center

Many companies who are struggling, ask us about key account management, also referred to as strategic account management.  They ask what it is and how can it help them grow their sales and profitability.  So we asked Brian Smith to provide a little more in-depth perspective on the topic and he has graciously agreed to write a series of articles for this blog.

Many companies who are struggling with implementing key account management in their organizations.  Many of these organizations have difficulty understanding what it truly is, why it is as important as any other business strategy that will help them grow their sales and profitability.  So we asked Brian Smith to provide a little more in-depth perspective on the topic and he has graciously agreed to write a series of articles for this blog.

Many companies who are struggling, ask us about key account management, also referred to as strategic account management.  They ask what it is and how can it help them grow their sales and profitability.  So we asked Brian Smith to provide a little more in-depth perspective on the topic and he has graciously agreed to write a series of articles for this blog.

Strategic account management, sometimes called key account management is defined as a process-driven approach to managing your company's most important assets - your customers.  To succeed, Strategic Account Management must be more than your key account manager's or any single department's responsibility.  It's a total business mindset where every functional area or line of business must actively participate.  It is a process to acquire a deep understanding of not only its purchasing practices, but more importantly each key customer's business philosophies and strategies.  This requires you to understand your customer "high, wide and deep", forcing you to go beyond just understanding the Purchasing department's needs, but also Marketing, Operations, Finance, Logistics and Executive Management's needs and desires.

Welcome to the launch of Evenstar Marketing’s Blog and to our first ever blog post!