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key account management

The 5 principles that underpin excellent Key Account Management

Informed by our work with top global pharma companies and our expertise in Key Account Management. We’ve devised five principles that lead to the excellent execution of Key Account Management. Click on a principle to explore::

  • What ‘excellence’ actually looks like and how to spot when this principle is or isn’t alive and well.
  • Practical, actionable ideas to help you and your teams make the leap toward excellence.
  • Resources and insights for leaders and managers to apply the principle in daily work.

Principle 1: Prioritisation of accounts

Commitment of effort is made to accounts with the greatest potential and willingness to change. Teams use a wide range of data, local knowledge, and customer specific insight to ensure the investment of time and resources will deliver better results for customers and their patients AND the organisation.

For ideas on how to progress with this principle click below.

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Principle 2: Information to insight

Through the continual gathering, filtering and assimilation of a wide range of data and account information, the account team understands which potential opportunities will best support the account and the organisation to be successful.

For ideas on how to progress with this principle click below.

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Principle 3: Defining the common goal

Through the development of a deep understanding of the account environment, the account team identifies and validates opportunities which have value for both the account and the organisation. In turn, this enables the account team to create common goals which clearly articulate how the opportunity will support success for the account, their patients, and the organisation.

For ideas on how to progress with this principle click below.

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Principle 4: Customer engagement

Planned account team activities focus on the development of strong relationships with the right customers, building the influence and advocacy needed to engage key parties around the common goal and the value it will deliver. Securing customers buy–in to the plan and their commitment to delivering key actions ensures the pull though of expected outcomes.

For ideas on how to progress with this principle click below.

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Principle 5: Achieving value

Through clear, focused, and ongoing measurement of progress, the account team is clear on the value delivered for all parties. Additional focus is on understanding what and how success was achieved, enabling the account team and the broader organisation to capitalise on what was learned and to scale up thematically relevant approaches that deliver value and improve patient care across key accounts.

For ideas on how to progress with this principle click below.

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KAE Maturity Diagnostic

Want to understand how good your team is in each principle? Take our KAE maturity diagnostic.

Learn more