About Key Account Management and Planning

Key Account Management and Planning has been described as "The bible of key account management." Key Account Management and Planning is a must-read for key/strategic account managers and directors of key/strategic account management programs. Published by Free Press, Key Account Management and Planning is avaiable from bookstores and online booksellers like Amazon.com and BarnesandNoble.com. 

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Chapter 1

What Reviewers Are Saying

"Thorough introduction to account management", Jeff Vance
As a manager in a large international consulting firm, I've been exposed to a number of different issues in a key account management.This is one of the most thorough reviews of the subject I've come across.

The book spends about 30 pages covering the introduction to what Key Account Management is, and more importantly what it is not. It provides a balanced view to the benefits to both the customer and supplier firm, as well as instances where key account management may not be appropriate.

The bulk of the book (Part 2 and 3) covers key account analysis and planning. It devotes two entire chapters to key account analysis and supplier firm analysis/competitor analysis. These are perhaps the most valuable chapters in the book. Chapter 7 covers formulating and capturing the key account strategy -- from the vision and mission statements through action plans and resource committments. Part 2 also provides significant coverage of the various organizational issues around organizing for key account management.

Part 4 covers critical issues in key account management, including issues in partnering with your key accounts and a whirlwind treatment of issues related to global account management.

The content of the book (though dry) is good for a survey of the issues. A number of examples are provided to illustrate points, though some of these examples are fairly weak and could have easily been omitted. The exercises and appendices provided take up nearly 70 pages. The exercises are extremely helpful at boiling down analysis, planning and information requirements for improving key account plans. The appendices provide exposition and further examples to back up the content.

Overall, I would recommend this book for anyone who is new to account management and looking for a very even-handed overview of the structure, processes and critical issues for account management. It was exactly what I expected. I would not recommend this book for someone who is looking for an introduction to a sales organization or for techniques on selling as that's not where the book is focused.

"An exceptional guide," Midwest Book Review
Middle to large business managers who want a practical handbook for managing a company's assets should consider this extensive guide a 'must': Key Account Management And Planning focuses on customers and how to retain them, examining the systems and processes of maintaining and expanding a business and developing key account plans. The focus on common problems and solutions makes Key Account Management And Planning an exceptional guide.

"Very thorough,"Villipauli, Helsinki, Finland
Working in KAM and writing my thesis on Benchmarking KAM/KAS, I find this book to be one of the two cornerstones for me. It is well-developed and unlike many of the other books on the market, it leaves you with the impression that the process is difficult, but possible with proper planning. I have read many other books on the subject, that tell amusing anecdotes, make it look simple, and give little structure for proceeding. They are actually long sales brochures for the consultants that wrote the books. Capon's book covers how to manage the process of selecting, approaching, and acquiring key accounts, and more importantly, how to align this process with the strategy of the firm. Very useful.

"This book covers the key account management from all points of view" D. Kosmatos
This book covers the key account management from all points of view. It is very useful for every key account manager because in the various chapters it handles every important issue that can be a part of key account management.

"Wise, thorough, and timely", Jordan D. Lewis, Washington, DC
For decades, companies have recognized the central value of getting close to their customers. Yet most attention to that topic has focused on selling to consumers. How to build such vital relationships with business customers has never been spelled out. Noel Capon's new book is far more than the best work on a long-ignored topic. Its breadth, depth, and practicality make Key Account Management and Planning a resource that should be valued by sales and marketing executives, their colleagues, and top executives for many years to come.

"Meticulous manual on key account management", Rolf Dobelli
Not surprisingly, the author of this exhaustive guide to key account management is a professor: Noel Capon of the Columbia University Graduate School of Business. His meticulous manual on key account management certainly could be used to teach a course on the subject. He thoroughly explains why corporations turn to key account management to handle their biggest customers. He outlines the benefits to these firms and their clientele, covering every stage of the account management process: selection of clients, key account organization, recruitment, training, research, analysis, strategy, step-by-step action and implementation. Capon's liberal use of real-life stories, graphs, and examples of what works and what doesn't helps break up the dry, complex material. This reference book requires commitment and concentration, but we consider it essential reading for anyone in corporate sales and key account management, or for any sales manager who is considering a key account management system.

Testimonial for Key Accounts and Management

“Noel Capon has written the bible of key account management for anyone who works with key accounts, particularly those in senior management. I was really impressed with the level of detail and the depth of the understanding. This handbook will be my first source to research specific issues as they might arise. A superb achievement.”
—Tom VanHootegem, Director of National Accounts, Boise Cascade Office Products, and past President, Strategic Account Management Association (SAMA)

“A must read for executives around the world for whom key account management is fast becoming one of their most critical challenges.”
—John Quelch, Dean, London Business School, London, England

“Capon’s differentiation of the global account management elements is insightful and will help those considering global account management to avoid some common mistakes. If his advice is followed, companies can get breakthrough results in managing their most important clients.”
—Fred Schindler, International Sales Operations, Program Executive, Global Customer Management, IBM

“From theory to practice to implementation in one complete guide to increasing brand and company value. I’ve used Noel Capon’s approach and it works. It’s that simple.”
—William Ilaria, Sr. Director, Business Development, Kraft Foods

“This book will catapult Mr. Capon into the forefront of strategic account management. It is destined to be the primer for creating successful national and global programs.”
—Steven W. Lewis, Vice President, Development II, Inc.

“A truly comprehensive book…its strength is its delineation of the many components of crafting and executing a successful strategic customer strategy, something every business executive should be clamoring for in today’s highly competitive marketplace.”
—Lisa Napolitano, Executive Director, Strategic Account Management Association (SAMA)

“Anyone who has already begun to implement this system will find themselves in many chapters of this book. Those who are just embarking on the journey will find it invaluable to accelerate successful implementation.”
—Bram Bluestein, Executive Vice President, A.T. Kearney, Inc.

“A valuable tool for transforming the art of account management into a science. Companies wishing to move up their customer’s value chain would be well advised to follow the principles and processes contained in this comprehensive work.”
—David Macaulay, Senior Vice President, Information and Communications Group, Siemens AG

“A detailed framework for servicing customers through a key account management process…a valuable and useful book for organizations contemplating a change to their sales organization.”
—Richard J. Potter, Director, Vital Strategic Program, Deloitte Consulting

“Comprehensive and authoritative…offers a powerful framework for developing superior key account strategies.”
—Professor Christoph Senn, University of St. Gallen, Switzerland

“Provides a strategic planning process that can build business success....Capon understands that all business is global and that being globally competitive will determine who will ultimately survive. A must read for any business leader who hopes to generate the sales revenues needed to compete both locally and globally.”
—William M. Klepper, PhD., Academic Director, Executive Education, Columbia University Graduate School of Business

“The prescription for success is carefully, objectively and comprehensively defined in this book. What Capon describes today will be a required competence for every business executive tomorrow.”
—Howard Stevens, Chairman and CEO, The H.R. Chally Group, Dayton, Ohio

“A wise and insightful book . . . Describes approaches used by organizations to reach key customers. . . . Capon’s unique vision of the planning process, strategic issues, partnering and global account management will make this book a classic.”
—Tony Carter, Chair, Business Administration and Professional Programs, Wagner College

“Strategic account management has become the leadership force that brings companies close to their business customers. Capon has assembled the tools that companies will need to achieve this critical objective.”
—Jordan D. Lewis, author of Trusted Partners

“This book is must reading for anyone who really cares about building a first rate key account sales capability.”
—Gary Tubridy, Vice President and Founder, The Alexander Group

“Provides a soup to nuts guide to key account management, applicable to any business. If key accounts are in your future (and they should be), read and act immediately upon the precepts in this book.”
—Laurie Charlton, Business and Operations Director, Corning Museum of Glass

“A practical guide that presents a comprehensive overview and concrete action steps on an important strategic issue facing corporations today.”
—Peter Mathias, CEO Mathias and Co., Strategic Customer Consultants

“Embraces this new world of global account management and provides breakthrough perspectives for any global account manager or global team.”
—Tim Love, Managing Partner, Saatchi & Saatchi

“It's better than a Clancy novel if you enjoy business as much as I do. . . . Practical insights and a wealth of examples that will work for any business in any industry. The bottom line is delivering more value though demonstrably differentiating our company from our competitors in our key accounts. Capon’s business acumen has provided the insight and the motivation to improve on both.”
—David Lambers, Channel Business Development Manager, Eastman Kodak Company