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effective key account management

effective key account management

The KAM capability diagnostic

Built around 5 principles of excellence, this diagnostic will tell you where your team’s strengths and areas for improvement exist when it comes to achieving effective key account management.

The KAM capability diagnostic has been designed in collaboration with some of the world’s top pharmaceutical organisations.

Built around 5 principles of excellence, this diagnostic will tell you where your team’s existing strengths and areas for improvement exist in key account management.

Armed with this insight you’ll gain clarity around where and how to best invest and develop the capabilities of your people so they achieve excellence in key account management and ultimately establish more rewarding and sustainable customer relationships.

The challenge to achieve effective key account management in Pharma & Biotech

In Pharma and Biotech there is a recognition and real desire to work in a more customer-focused way, with effective key account management (KAM) seen as the solution for some time.

Ultimately organisation’s see the opportunity and want to embrace this way of working but are unsure how to adapt and adopt the capabilities, behaviours and mind-sets that’ll get them there.

As a result, KAM activity invariably reverts to institutionalised activity, mindsets and engrained behaviours that are no longer suitable for today’s healthcare landscape – resulting in frustrated…

  • Customers as they remain bombarded with genericised brand messages and activity that fails to engage them or solve the challenges they face right now.
  • Business leaders as they want their people to work with accounts in a different way but are unclear on how to make that change happen and stick.
  • Field teams who want to help their customers, but have accounts that are seemingly ‘stuck’ and experiencing flatlining sales, yet are unsure how to unblock and grow the account.

Enquire about this diagnostic



Free download

The 5 principles of Key Account Excellence (and how to build them)

Download now

How the KAM capability diagnostic can help you overcome this challenge

The KAM capability diagnostic has been designed in collaboration with some of the world’s top pharmaceutical organisations. It is built around 5 principles of excellence (right).

It will give you a holistic and comprehensive understanding of:

☑ The field teams strengths and knowledge gaps against KAM excellence standards.

☑ Cross functional sentiment (including commercial, medical, market access and marketing) around how truly effective the current KAM approach is.

☑ The degree to which a team possesses the confidence and capabilities needed to deliver against the organisation’s strategy.

☑ How customer-focused a team/organisation is.

☑ Perceived KAM capability versus the reality.

Armed with this insight you’ll:

☑ Gain a full understanding of where opportunities exist to further develop KAM capabilities and fulfil those Key Account Excellence standards.

☑ Understand where to best prioritise time, effort and resources when it comes to developing KAM capabilities within your team.

☑ Be able to develop and implement a well-informed capability build programme.

☑ Be informed and able to demonstrate what good KAM looks like to your organisation – positively challenging fixed mindsets and behaviours.

What the KAM capability diagnostic includes

The KAM capability diagnostic comes in 3-different packages – our basic bronze package, right up to our gold package – designed to not only give you a holistic and comprehensive understanding of your team’s current KAM capabilities, but will arm you with a robust capability build plan and support with its implementation.

Bronze package

What’s included:

  • An executive summary of the current state of your team in relation to the KAM Excellence Standards.
  • A data summary and report demonstrating…
    • The team’s ability and confidence to deliver the defined KAM Excellence Standards.
    • How customer versus internally focused your team truly is.
    • Manager(s) perception of team confidence and ability to deliver against KAM Excellence Standards.
    • Where team and manager alignment/ mis-alignment exists in relation to KAM Excellence Standards.
    • High level recommendations summary on where and how to focus effort based on the report findings.

Silver package

What’s included:

  • Everything from the Bronze package plus…
  • The ability to split your diagnostic results into multiple reports – showing data from a variety of perspectives across the business.
  • Comparison of your diagnostic results against Rubica’s data bank of anonymised data from top Pharma companies.
  • A recommended capability build plan so KAM Excellence Standards are met.
  • A 1-hour feedback session to present the diagnostic results and run through the recommended capability build plan.
  • Provision of a series of ready-to-go tools to support the activation of the capability build plan.

Gold package

What’s included:

  • Everything from the Silver package plus…
  • A series of appreciative inquiry interviews with people whose performance is aligned to desired/expected KAM excellence standards. The outputs of these interviews will inform the capability development plan and how to instill these behaviours in more people across the organisation.
  • Facilitated and interactive all team/ company session to go through the diagnostic report findings and build understanding around:
    • Where you are now
    • Where you want to be
    • The roadmap for how the organisation will get to where it wants to be.
  • Initial 1-2-1 manager coaching calls for managers re. the diagnostic results, the capability build plan and how to best activate it within the context of their team.
  • Regular 1-2-1 coaching calls – supporting managers to further progress and embed the capability build plan within the context of their team.
  • A repeat of the diagnostic in 6-12 months to monitor progress made to-date and establish a new baseline against the KAM Excellence Standards.
Free download

The 5 principles of Key Account Excellence (and how to build them)

Download now