Figure 218 Oct 2026From “What is key account management?”

A KAM design record

Write down what is done for key accounts, who starts it, who does it, with whose help, under which rules and against which yardstick.

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Figure 2A KAM design record

Source: Author's decision worksheet. The activities, people, contributions and rules fields follow the four questions in Homburg et al. (2002), pp. 43 to 45 and 56; the initiative field follows their activity proactiveness, p. 44; the measure field follows their definition of KAM effectiveness, p. 46, and its scale, p. 57; the weight given to contributions from marketing and sales follows Workman et al. (2003), pp. 13, 14 and 17. The fields are reader inputs; no company data is supplied.

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B KAM-OWN-C3 A KAM design record holds six fields per group of key accounts handled the same way: activities, initiative, people (coordinator and top management), contributions from other functions and whether they can be obtained, written rules, and results against average accounts; a programme is one answer in the rules field; the contributions field reflects access to marketing and sales resources, the second-largest coefficient in Workman et al.'s model, which measured access to field sales, customer service and product management only, while access to other functions is in Homburg et al.'s taxonomy and not in the model (revised at G5 2026-10-17, F6); illustrated with a hypothetical software firm's fifteen largest subscription customers, with no assumption that a written programme, a standing team or more executive time will raise results.Author worksheet grounded in HWJ02-C2, HWJ02-C6 and WHJ03-C2; untested

Grades: A, verified against the printed page of the primary source · B, primary source, text layer only · C, authoritative secondary · D, reported.

From the essay

Revenue operations & AI

What is key account management?

Key account management is what a supplier does differently for its most important customers, and who does it. A formal programme is one form of it.

18 Oct 2026

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APA 7

Isoglu, S. (2026). A KAM design record [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-what-is-key-account-management-fig02/

BibTeX

@misc{isoglu-2026-what-is-key-account-management-fig02,
  author = {Isoglu, Sinan},
  title = {{A KAM design record}},
  year = {2026},
  howpublished = {Figure 2, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-what-is-key-account-management-fig02/},
  note = {From the essay {What is key account management?}}
}

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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-key-account-management-fig02/">
    <img src="https://isoglu.com/social/isoglu-2026-what-is-key-account-management-fig02.png" alt="Figure 2: A KAM design record" width="3200" height="2400">
  </a>
  <figcaption>Figure 2: A KAM design record. Source: Author&#39;s decision worksheet. The activities, people, contributions and rules fields follow the four questions in Homburg et al. (2002), pp. 43 to 45 and 56; the initiative field follows their activity proactiveness, p. 44; the measure field follows their definition of KAM effectiveness, p. 46, and its scale, p. 57; the weight given to contributions from marketing and sales follows Workman et al. (2003), pp. 13, 14 and 17. The fields are reader inputs; no company data is supplied. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-key-account-management-fig02/">View exhibit</a>.</figcaption>
</figure>