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Key Account Management, 5th Edition by Peter Cheverton

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32

The role of information technology

Curse or saviour?

Technology has made the practice of KAM possible and practical, but all too often it has also threatened to strangle it at birth.

Before the days of e-mails and mobile phones, the kind of cross-functional diamond teams we have been describing would have been very hard work indeed. For most sales professionals it was so much easier to get on with the job as an island of independence. My own memory of working on major accounts in the early 80s was a once a month face-to-face conversation with my sales manager – the rest was down to me.

So, what we might call the first wave of IT was entirely beneficial, enabling conversations to be had more frequently, more easily, and across wider groups. ...

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