The document discusses key account management in IAM. It describes key account management as having one person, the key account manager, interface with the customer's organization. The key account manager coordinates different parts of the company's organization to manage the customer relationship. It presents some simple tools for key account managers, including competitor mapping, strategic curves, and potential analysis. It also notes that key account managers should ask for more from customers, stay flexible, and stay focused.

1. 1 AA/SKA | 3/1/2010 | © Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution,
as well as in the event of applications for industrial property rights.
Key Account Management in IAM
Key account management in the IAM
Gwenael de Calan

2. 2 AA/SKA | 3/1/2010 | © Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution,
as well as in the event of applications for industrial property rights.
Key Account Management in IAM

3. 3 AA/SKA | 3/1/2010 | © Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution,
as well as in the event of applications for industrial property rights.
Key Account Management in IAM

4. 4 AA/SKA | 3/1/2010 | © Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution,
as well as in the event of applications for industrial property rights.
Key Account Management in IAM

5. 5 AA/SKA | 3/1/2010 | © Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution,
as well as in the event of applications for industrial property rights.
Key Account Management in IAM
One face to the customer
Top management
R&D
Brand management
Order management
Procurement
Local sales
Finance
Logistics
Managing directors
Purchasing directors
Advertising-/
Product-committee members
Regional sales director
In store sales-persons
Advertising department
Finance
Logistics
Key
account
manager
Customer‘s organization
(e.g.: tyre chain)
AA organization

6. 6 AA/SKA | 3/1/2010 | © Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing,
distribution, as well as in the event of applications for industrial property rights.
Key Account Management in IAM
KAM’s responsibilities

7. 7 AA/SKA | 3/1/2010 | © Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution,
as well as in the event of applications for industrial property rights.
Key Account Management in IAM
3 simple tools to drive key account management
Competitor mapping Strategic curve
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1407014010070700K350K175K700K200K
2802803503509801 0001 7502 0006 0007 500
1407014010070700K350K175K700K200K
Yearly
potential
in units
Yearly
potential
in KEUR
Potential analysis

8. 8 AA/SKA | 3/1/2010 | © Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution,
as well as in the event of applications for industrial property rights.
Key Account Management in IAM
Key account managers’ team

9. 9 AA/SKA | 3/1/2010 | © Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution,
as well as in the event of applications for industrial property rights.
Key Account Management in IAM
Ask for more !
Be flexible !
Stay focused !

10. 10 AA/SKA | 3/1/2010 | © Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution,
as well as in the event of applications for industrial property rights.
Key Account Management in IAM
Thank you...
Gwenael de Calan