This document outlines the results of a research project undertaken earlier this year by practical business consultancy IMONIC in association with the University of Stirling. Led by IMONIC Senior Partner David Wright, the research into Key Account Management aimed to discover whether selling organisation’s management of their key accounts was meeting buyer requirements and seller objectives in the following three sectors: Software/IT, Print/Media, Aerospace/Aviation.This summary details highlights of the research and then rates the effectiveness of the three sectors in the following key areas:
- Maximisation of key account spending.
- Maximisation of profitability of key accounts.
- Strength of relationship.
- Loyalty of key account.