Milind Katti

Milind Katti

June 11, 2018

Key Account Management sans Org Chart

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What does a 19th-century management tool get to do with modern-day key account management.It is not surprising that the org chart never gets its due. Partly because it is just that – an org chart.

How about looking at the org chart as a key account management enabler?Interesting, right?I was as surprised as you are. The current version of the org chart that your business is using may not be equipped to do so. But, org charts do hold that power. If you aren’t using any, even better. You could give a new growth dimension to your existing key account management process. To understand how an org chart software enables key accounts, it is vital to understand the ‘powerful’ role of the key account manager (KAM).

The Key Account Manager (KAM)

The KAM is the face of the supplier to the key account. Over the many months and years, the KAM gathers many insights across :

  • Business and market environment
  • Relationships amongst the key account stakeholders
  • Context of the relationships with the suppliers
  • Assessment of internal capabilities to deliver towards common goals with the key accounts

All this is powerful knowledge that unfortunately resides only with the KAM. If lucky, some of this knowledge will get documented, only to go missing in someone’s hard drive (or cloud).No wonder when key account managers leave organizations, they carry the Key Accounts with them. Not fair. It just doesn’t make sense.

A key account management org chart is capable of addressing this shortcoming. And if such an org chart leverages cutting-edge modern technology to integrate with HR and CRM systems, it could go beyond the human prowess of a KAM. A modern-day org chart will not only answer key questions on KAM relationships, it will also show and prompt the necessary business action.

No Org Chart, No Key Account Management

To help DemandFarm’s audience understand the value of a key account management org chart, an eBook titled “No Org Chart, No KAM” is being released. This eBook covers the following :

  • The Origins of Org Chart – This historical context will help establish the prevalence of the Org Chart as a potent management tool that has transformed business and society.
  • Strategic Role of Org Chart in Key Account Management – It is a misconception that an Org Chart is only an HR tool. The section of the book attempts to provide a new context. Org charts can add valuable insights into the depth of relationships within key accounts.
  • An Org Chart is not enough – A simple key account management org chart on paper or a PPT is a good start. But what is truly needed is a dynamic ever-changing org chart builder that represents hierarchy, influence, power equations, and relationships.
  • KAM Power of an Org Chart – An org chart for strategic account management done well has the power to do better than ‘human’ account managers. It ensures continuity. It institutionalizes key account management.

It is after all just an Org Chart. It may be times for a new perspective.

Do read the eBook. Also, note that DemandFarm offers Salesforce Org chart and MS Dynamics Org chart

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Milind Katti
About the Author

Milind Katti

CEO & Co-Founder, DemandFarm

Milind is CEO & Co-Founder of DemandFarm. Having practiced and evolved the ‘account farming’ principle for over a decade he established DemandFarm and is passionate about delivering the best B2B key account management tool to serve the needs of key account managers. Milind also serves on the Board of LeadEnrich & is a Strategic Adviser.

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