Confusion about what KAM is and what you are setting out to achieve with KAM

Create & Communicate a clear ambition for KAM in your country

• Consider an external as well as internal perspective for your ambition
• Be clear on how KAM integrates with other strategic priorities (eg MCM/OCE, CRM, Selling Models etc)
• Set out the new ways of working required

Everyone is clear what KAM is to your business, where it fits with other priorities and why you need to work this way

Capability building confined to the Account Teams

Build the capability of leadership; particularly for:

• Setting the country ambition
• Understanding the key stages of the Account Management process
• Reviewing, challenging and approving Account Plans

When leadership are both competent and actively engaged in KAM – they drive the evolution and continual improvement in the quality of Account Management

Functional priorities and compliance obstacles allow silo-working to dominate

Promote the power of shared goals and the benefits of cross-functional working

• The degree of internal collaboration is aligned with the model of external engagement
• Coordinate stakeholder interactions across functions to achieve shared goals

Stakeholders recognize a joined-up way of working & better sequenced activity reaches account objectives quicker

Account level data & insights gathering process is undertaken to various standards across the business

Formalise an insight gathering process for each key account

• Create a mechanism to collect & consider a broad set of data to identify new insights and unmet needs
• Ensure the full cross functional team is aligned on the key themes identified for the account

Drives higher quality & innovative Account Team objectives. Creates deeper stakeholder engagement based on relevant insights

KAM Objectives being too brand focussed

Consider a ‘Triple Win’ approach throughout your KAM process

• Assess the value to Patient, Account and Pharma, through key steps of your KAM Process (e.g. Data collection, prioritizing opportunities etc.)

Account Teams focus on those opportunities that will yield most benefit to patients, the account and the brand/company

Offering Solutions and services in a copy & paste format across multiple accounts

Develop & implement Solutions & Services based on unmet needs

• Focus resources on developing solutions and services based on unmet needs common in other key accounts
• Implementation of solutions and services needs to consider account position (e.g. priority of unmet need, timing, willingness to partner)

Solutions and Services add real value and create genuine partnerships with key accounts