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Our approach to effective strategic/key account management (SAM/KAM)

For almost twenty years Professor McDonald has been researching Key Account Management global best practices at Cranfield University School of Management. This research club (sponsored by some of the world’s leading companies) has developed some of the most important models in the following Key Account domains: selection; categorization; profitability; needs; planning; organization; IT; measurement of effectiveness.

Professor McDonald and his associates have produced a number of books on the subject.

Buy direct from the publisher or bookseller using the individual 'Buy online' links below.

*Key Account Management: The Definitive Guide, 3rd Edition

ISBN13 9780470974155
Buy online

"This book is crammed with distilled, practical wisdom for key account managers and their directors. Organizations claiming to practise key account management should equip everyone involved with a copy, so they really understand what they are supposed to be doing. Anything less is just old-fashioned selling."

Key Account Plans: The Practitioners Guide to Profitable Planning

ISBN: 0750683678
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To manage key accounts profitably you need strategic planning that works. This book is the definitive guide to achieving this based on the unmatched practical and research experience of Ryals and McDonald.

Key Customers: How to Manage Them Profitably

Key Customers: How to Manage Them Profitably

ISBN: 0750646152
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Developing successful business-to-business relationships with more powerful customers in highly competitive markets requires processes and skills that go beyond traditional selling activity. The very best state-of-the-art strategies are set out clearly in this book in a practical way that can be implemented in all organizations

Malcolm McDonald on Key Account Management

ISBN10 0749480777
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Malcolm McDonald on Key Account Management explores the challenges of winning, retaining and developing key accounts. Key accounts are customers who help their suppliers grow, and consequently, they wield significant power. Although they are the key to market share and revenue growth, the costs of serving key accounts can erode profitability unless they are thoroughly understood and managed.

Malcolm McDonald on Key Account Management takes a step-by-step approach to presenting best practice in key account management. Whether your business is starting up or well-established, there is always more to discover about improving the way value is created between you and your most important customers. Malcolm McDonald and Beth Rogers have spent over twenty years researching, teaching and consulting on key account management, and have condensed their knowledge into this book, focusing on making it clear, concise and easy to use.

Key Account Management: Learning from supplier and customer perspectives

Key Account Management: Learning from supplier and customer perspectives

ISBN: 075063278X
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Rethinking Sales Management: A Strategic Guide for Practitioners

Rethinking Sales Management: A Strategic Guide for Practitioners

ISBN: 0470513055
Buy online

To see our articles and client case examples on SAM/KAM click here

To see our 10 Key Principles for effective SAM/KAM click here

To see our Simulation Game for developing  SAM/KAM skills click here


“...a great event. It really revitalised my enthusiasm for everything that marketing means to me... I look forward to the next session.”

Executive, Lloyds of London


US$135m forecast gain over 12 months

Telecom company


Our expertise

  • Profitable growth through strategic sales and marketing
  • Best practices for strategic/key account management

Our services

  • Online courses
  • Board Briefings
  • Keynote Addresses
  • Tailored Workshops
  • Diagnostics & Implementation
  • Sales & Marketing Plans
  • Business Simulations
  • Strategic/Key Accounts
  • Value Propositions
  • Marketing Accountability

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