In this interview with Don Peppers, author of numerous books on 1:1 Marketing and CRM we explore the philosophy behind Key Account Management (KAM), and his view of the emerging role of the Portfolio Manager. The philosophy that underpins them both is the same.
I have been fortunate to work with him in a modest capacity (bag carrier) and knew that he would not be short of an opinion or two, backed up by deep experience in the field. I wanted to find out what these terms meant practically in a company that was evolving into a customer centric organisation. What was different – in the role, attitudes, measurements and results?
What’s the difference between Key Account Management in a customer centric vs. product focused company?
This was my first question to Don and without hesitation he said it’s how success is measured.
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