In this practical and structured guide, Professor Malcolm McDonald presents the “Ten Commandments” of Key Account Management (KAM) — a strategic checklist that every commercial organisation should use when building or refining their key account programmes. These ten principles capture the essence of decades of global B2B experience, academic research, and hands-on executive training.
Clear, concise, and outcome-driven, this paper is ideal for organisations that want a focused framework for evaluating and improving the commercial viability of their key accounts.
The Ten Principles
- KAM is not selling: It’s strategic general management focused on mutual value creation
- Select a limited number of true key accounts: Ideally 15–30, based on profitability and strategic fit
- Segment KAs by profit growth potential: Focus your planning where the return is greatest
- Understand your KAs in depth: Value chain, competitors, financials, and buying process
- Assess your strengths vs. competitors: Not just in general, but for each key account
- Manage your KA portfolio: Use a strategic matrix combining attractiveness and relative strength
- Set realistic objectives and strategies: Based on risk, potential, and account type
- Develop strategic KA plans: Tailored, quantified, and value-focused (not just forecasts)
- Ensure KA strategies create shareholder value: Use risk-adjusted returns and cost of capital
- Put the right people on the right accounts: Match capability to segment needs (not just availability)
Visual Tools Included
- KA Attractiveness vs. Relative Strength matrix
- Wallet size visualisation by segment
- Risk-adjusted value assessment
- Role allocation by strategic account quadrant
Insight
“Key account management is not a title — it’s a discipline. And it requires rigour, planning, and prioritisation to work.” – Professor Malcolm McDonald
Download the Full Guide
This summary outlines the 10 principles, but the full document includes strategic tools, models, and commentary for implementing a high-performance KAM programme.