ABM makes such a measurable difference because it is designed with specific objectives aimed at a tightly targeted audience. Externally, it is an integrated, coordinated programme of activities that brings valuable propositions and relevant ideas to clients. Internally, it encourages closer cooperation between marketing, account management, sales and delivery teams because it is only truly effective when everyone involved with a client works collaboratively.

A key account plan, at its best, operates like a business plan, including objectives, sales targets, positioning, delivery and dependencies. But what it often lacks is a specific marketing element.