Key Account Management (KAM) has been a popular strategy for many companies for decades now. It started in the 1950’s with the large US Fast-Moving Consumer Goods (fmcg) companies and now has spanned almost every industry segment. However, it is often misunderstood and misinterpreted and the Business world is littered with cases. where KAM strategies have failed due to poor planning, execution and sometimes a mis-placed understanding of what KAM actually is and what it is for. Key Account Management is often mistakenly thought to be a sales strategy, something that is the concern of the sales staff only. This could not be further from the truth. KAM is an Enterprise-wide undertaking that needs extensive involvement throughout the Value Chain. It is about managing for optimal profit, and the most efficient deployment of scarce resources. This online training course draws upon my 25 years of working with some of Europe’s key thinkers and writers on KAM and includes proprietary tools which are downloadable and freely usable by course attendees.