Despite its critical importance in modern B2B markets, Key Account Management (KAM) remains one of the most misunderstood and poorly implemented practices across organisations. In this concise, no-nonsense guide, Professor Malcolm McDonald outlines the six most damaging mistakes companies make in their KAM programmes — and what must change to fix them.
Drawing on nearly two decades of research with major global firms at Cranfield School of Management, this paper is as provocative as it is practical. It’s an essential read for sales leaders, marketing strategists, and senior executives who want their KAM teams to deliver real value — not just lip service.
The Six Mistakes
- No formal KAM education: Most MBAs graduate unprepared for managing strategic accounts
- Lack of real-world expertise in teaching KAM: Most lecturers have never done it
- Confusing KAM with “selling with knobs on”: Customers hate being sold to — they want business experts
- Wrong skillsets: KAMs must be analytical, financially literate general managers — not traditional salespeople
- Disrespecting the buyer’s perspective: Procurement hates being bombarded by pseudo-KAM salespeople
- No customer portfolio strategy: Most firms fail to categorise accounts based on true value creation potential
Quote
“One of the quickest ways to go bankrupt is to ‘delight’ your customers.” – Professor Malcolm McDonald
Download the Full Paper
This summary outlines the six headline issues, but the full PDF includes commentary, root causes, and a compelling call to restructure KAM from the ground up.