Details about our Cranfield Key Account Management Best Practice Club

1. ABOUT THE CLUB
The KAM Best Practice Club is a membership-based forum
that links industry and academia, meeting on a regular basis
to discuss and examine the highest standards of key account
management and complex sales.
Members are made up of blue chip organisations from across
different industries, eager to view other sectors and organisations
and to hear how they might improve their selling practices.
The club offers a host of benefits to its members, the central
element being four core meetings every year which combine
thought-provoking presentations from world class
organisations, visiting academics, and Cranfield faculty.
SOME RECENT GUEST SPEAKERS
Matts Larsson &
Lars Gustaffson Tetrapak
Jan Thiele McKinsey & Co
Michael Hurley Hewlett Packard
John MacDonald Gaunt IBM Global Business Services
Dr Hajo Rapp Siemens
Kami Lamakan Vodafone
Prof Thomas Choi Arizona State University (UTC)
Kegang Wu British Chamber of Commerce
Prof Neil Rackham "The Professor of Professional Selling"
Philip Drew PwC
Chris Shambrook K2
Prof Jagdish Sheth Goizueta Business School, Emory
University
Prof Kaj Storbacka Vectia Ltd
Prof George Yip Rotterdam School of Management,
Erasmus University
Anne Bruggink ElectroComponents
Steven Morgan BAA
David Freedman Huthwaite International
Dominic Dinardo Salesforce.com
Simon Rutter Anglo American
Mark Billige Simon-Kucher & Partners
Martin Fessey FM Global
Mark Guinibert KPMG
Martin Snell BP
Christine Barratt Channel Metrics
Matthew Kiel CEB
Julie Stobart Eversheds
Graham Hales Interbrand
Ian Jones Intel
David Howie Rolls-Royce
2014 EVENTS
6th March: Selling to Procurement in a Competitive
Environment
22nd May: KAM Best Practice Workshops
11th September: The High Performance Key Account
Manager
13th November: Products, Services & Solutions
RESEARCH TOPICS
Research topics are formed each year to respond to
members’ hot issues and deliver actionable advice.
Recent and Current Research:
 How to implement KAM successfully
 Customer centricity
 Behaviour of salespeople in live sales meetings
 How to build a key account portfolio and how to
manage it profitably
MEMBER BENEFITS
 Quarterly meetings at Cranfield
(up to six delegates per member organisation)
 Presentations from world class organisations
 Presentations from world class academics
 No consultants!
 Access to unique research reports
six months prior to public release
 Networking with senior members of
blue chip organisations
 Cost-effective access to leading
best practice thinking
 A unique platform for debate and learning
 Members-only website
 Access to reduced cost knowledge database systems
 Opportunities to participate in research / practical output
 LinkedIn group access
 Corporate discounts on tuition fees
across a range of Executive
Development Programmes
Discussing and reviewing the
current global best practices in key account
management and high value sales techniques
KEY ACCOUNT
MANAGEMENT (KAM)
BEST PRACTICE
CLUB
 RESEARCH

2. ABOUT THE DIRECTOR
A Professor of Strategic Sales and Account
Management and Director of the Demand
Chain Management Community, which
incorporates faculty working in Marketing,
Sales and Supply Chain Management,
Professor Lynette Ryals specialises in key
account management, strategic sales,
planning and customer portfolio management. Having joined
Cranfield from a major management consultancy group,
Lynette began her career in the City as a fund manager and
stockbroker trading UK equities, options and futures. She then
moved to a marketing company to work on corporate
development and acquisitions, subsequently transferring into
the consultancy arm of the same business group. Lynette is a
Registered Representative of the London Stock Exchange
and is the only woman in the UK to have passed the
Fellowship examinations of the Society of Investment
Professionals. Lynette has authored several books around her
subject.
ABOUT THE FACILITATOR
Mark Davies began his career as a
Mechanical and Manufacturing Engineer,
working in the Pharmaceutical and Medical
Devices Industries and his subsequent roles
include Leadership Team Member of the RP
Scherer "Zydis" Pharmaceutical Division,
Sales Director and Key Accounts Strategy Director for
Burmah Castrol and BP, Key Account Strategy Director for BP
Lubricants Global Strategic Marketing Division. Mark is now a
Visiting Fellow with Cranfield School of Management,
providing assistance for businesses that want to bring leading
edge capabilities into the way they manage customer
relationships. Specialist research focus areas include sales
strategy development, innovation in sales, segmentation of
the customer base, key account management and
consultative selling. He is a Chartered Engineer, a Chartered
Marketer, and is a Fellow of the CIM.
FURTHER INFORMATION
Members include Allied Mills, BP, BNP Paribas Real Estate,
Dun & Bradstreet, FM Global, G4S, Geodis Wilson, Hewlett
Packard, International Nuclear Services, MSD Animal Health,
Ordnance Survey, Pfizer, SKF, Thorn Lighting Plc, Trend
Control Systems, Ltd. Club membership costs £6,000 per
year. For further details visit: www.cranfield.ac.uk/som/clubs
Director: Prof Lynette Ryals, lynette.ryals@cranfield.ac.uk
Facilitator: Mark Davies, mark.davies@cranfield.ac.uk
Administrator: Hayley Brown, h.brown@cranfield.ac.uk
Tel: 01234 751122
“Research clubs provide an
opportunity to stimulate thinking
and idea-generation. For my
organisation, membership acts as
a pass to education and networking.
It helps us to keep up with industry
trends as well as giving us exposure
to best practice. We also have
priority access to papers which
can be put to immediate use.
Within my work, I have utilised the materials and drawn
on much of the thinking we are exposed to as members –
for example, in order to guide and benchmark my key
account management plans.”
Richard Vincent
Richard Vincent
OEM Business Operations Manager
HP Storage Platforms
Member since: 2004
Recently inspired by: Neil Rackham, Michael Hurley, Prof Lynette Ryals
“With club membership, we
have the opportunity to share
experiences with other practitioners
who work within a similar role.
We are kept up to date on new
practices and thinking around our
subject area and the club
experiences often stimulate
worthwhile debate within our own
organisation. We are also given the opportunity to
participate in workshops which aim to develop tools
and techniques to better manage key accounts – both
internally and externally.
The subject matter of ‘value propositions’ at a meeting
helped us to develop a better and more relevant
proposition for one of our key accounts. Tools first
encountered through the club have also been utilised
within our organisation to highlight various issues. We
consider membership to be great value for money –
a good link between the theory and practice.”
Ralph Baillie
Global Account Manager
Intervet/Schering-Plough Animal Health
Member since: 2007
Recently inspired by: Prof Yip, Neil Rackham, Jag Sheth