Focus Magazine - Summer 2017 - 49

VIRTUALHOW

The Role of Key Account Managers
By Nicole Valliere

M

ost organizations have a variation of the key
account manager (KAM) role. It is no surprise,
then, that most companies are seeking to gain
deeper insights into the role. In October 2016, TGaS
Advisors investigated how the KAM role is being
positioned, defined and supported through learning and
development in the pharmaceutical industry. We also
explored opportunities for the pharmaceutical industry to
leverage business-to-business (B2B) KAM best practices.

Pharmaceutical KAMs
Across all surveyed companies, some consistent
characteristics were seen with the KAM profile, as well as
training support and design. While all companies have
KAMs supporting multiple brands and training
departments supporting learning and development, the
training support and resources vary. On average, 0.8 of a
trainer is supplied per 100 KAMs. Variation also exists
with those sharing trainers versus having dedicated KAM
trainers.
Differences were seen with training support design and
the CRM systems. Field force sizes have a great range of

FIGURE 1

variation, from four dedicated KAMs to 74, depending on
organization size. CRM tools and usage vary by company,
with some companies utilizing off-the-shelf tools, while
others have homegrown systems. Regardless, a process and
digital means to glean insights that drive action is essential.

Pharmaceutical KAM Training
All responding companies take a traditional approach to
designing KAM training. Clinical knowledge, an integral
part of the training curriculum, will always be required
because the focus and measure of success is account
success. However, companies need to balance training on
clinical acumen with account and marketplace needs.
KAMs would benefit greatly if customer engagement topics
were embedded in the initial phases of training, rather
than in more advanced phases. Some companies would
argue that these should be trained prior to clinical acumen,
as they do more to drive account success.
While the pharmaceutical industry is heightening the
focus of the importance of customer engagement, the
opportunity exists to raise the bar when it comes to KAM
business acumen training. KAMs must have a deep

PHARMACEUTICAL KAM KEY INSIGHTS & FINDINGS

FOCUS | Summer 2017 | www.L-TEN.org

49



http://www.L-TEN.org

Table of Contents for the Digital Edition of Focus Magazine - Summer 2017

LTEN Focus on Training Magazine
From the President: Who's Ready to Role-Play
Table of Contents
Table of Contents
Guest Editor: The Recipe for Retention
Directions: @yourLTEN: Customizing Your Experience
Front of the Room: Engaging Sales Managers
Training's Role in Mergers & Acquisitions
Successfully Partnering with Suppliers
Innovative Approaches to Leadership Development
10 Tips for Product Launch Training
From Rep to Training Manager: The Successful Transition
What DJs Can Teach Us About Webinars
Pre-Gaming for Sales
Virtual How: The Role of Key Account Managers
Ad Index
Focus Contacts
5 Questions with John Constantine
Focus Magazine - Summer 2017 - Intro
Focus Magazine - Summer 2017 - LTEN Focus on Training Magazine
Focus Magazine - Summer 2017 - Cover2
Focus Magazine - Summer 2017 - 3
Focus Magazine - Summer 2017 - 4
Focus Magazine - Summer 2017 - From the President: Who's Ready to Role-Play
Focus Magazine - Summer 2017 - 6
Focus Magazine - Summer 2017 - Table of Contents
Focus Magazine - Summer 2017 - 8
Focus Magazine - Summer 2017 - Table of Contents
Focus Magazine - Summer 2017 - 10
Focus Magazine - Summer 2017 - Guest Editor: The Recipe for Retention
Focus Magazine - Summer 2017 - 12
Focus Magazine - Summer 2017 - Directions: @yourLTEN: Customizing Your Experience
Focus Magazine - Summer 2017 - 14
Focus Magazine - Summer 2017 - Front of the Room: Engaging Sales Managers
Focus Magazine - Summer 2017 - 16
Focus Magazine - Summer 2017 - Training's Role in Mergers & Acquisitions
Focus Magazine - Summer 2017 - 18
Focus Magazine - Summer 2017 - 19
Focus Magazine - Summer 2017 - 20
Focus Magazine - Summer 2017 - 21
Focus Magazine - Summer 2017 - Successfully Partnering with Suppliers
Focus Magazine - Summer 2017 - 23
Focus Magazine - Summer 2017 - 24
Focus Magazine - Summer 2017 - 25
Focus Magazine - Summer 2017 - 26
Focus Magazine - Summer 2017 - 27
Focus Magazine - Summer 2017 - Innovative Approaches to Leadership Development
Focus Magazine - Summer 2017 - 29
Focus Magazine - Summer 2017 - 30
Focus Magazine - Summer 2017 - 31
Focus Magazine - Summer 2017 - 32
Focus Magazine - Summer 2017 - 33
Focus Magazine - Summer 2017 - 10 Tips for Product Launch Training
Focus Magazine - Summer 2017 - 35
Focus Magazine - Summer 2017 - From Rep to Training Manager: The Successful Transition
Focus Magazine - Summer 2017 - 37
Focus Magazine - Summer 2017 - 38
Focus Magazine - Summer 2017 - 39
Focus Magazine - Summer 2017 - What DJs Can Teach Us About Webinars
Focus Magazine - Summer 2017 - 41
Focus Magazine - Summer 2017 - 42
Focus Magazine - Summer 2017 - 43
Focus Magazine - Summer 2017 - Pre-Gaming for Sales
Focus Magazine - Summer 2017 - 45
Focus Magazine - Summer 2017 - 46
Focus Magazine - Summer 2017 - 47
Focus Magazine - Summer 2017 - 48
Focus Magazine - Summer 2017 - Virtual How: The Role of Key Account Managers
Focus Magazine - Summer 2017 - 50
Focus Magazine - Summer 2017 - 51
Focus Magazine - Summer 2017 - Ad Index
Focus Magazine - Summer 2017 - Focus Contacts
Focus Magazine - Summer 2017 - 5 Questions with John Constantine
Focus Magazine - Summer 2017 - Cover3
Focus Magazine - Summer 2017 - Cover4
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