We help you develop the value in your key accounts.
Maximise the value you create at your key accounts. Learn how to innovate the offer, develop the relationship and capture your share of the value, with plans that update themselves while you sleep. We bring the method, the training and the tools.
Create the value. Sell it. Keep it. One cycle behind every programme, plan and tool we build. Roll over a circle to explore.
What is this customer really worth?
Revenue tells you what a customer paid you. It says nothing about what they spent, what they did without you, or what they never did at all. Four numbers, and the account lands in one of four strategies. The example is filled in; put your own customer over it.
Open the Whole Wallet toolFill in the first two boxes.
Whole wallet – · not yours yet –. Guesses are fine; nothing you type leaves this page. Open the full tool for the map, the moves and a portfolio of pins.
Four things decide whether key accounts pay off.
Four out of five sales organisations rebuild their key account programme every few years (Gartner, (re)building KAM programmes for growth, 2021). The missing ingredient is capability, not effort, and everything we do builds one of these four.
The offer
The most important thing. A customer value proposition your key customers would pay more for, built from what they are trying to achieve, not from your product list.
The account manager
The most important person. Strategist, operator and business developer in one role, and almost never trained for all three.
The culture
The hardest thing. KAM fails quietly when the rest of the business treats key customers as sales' problem. We work on the organisation, not just the team.
The AI
The thing changing everything. Not a bolt-on module: practical adoption inside the planning, the research and the proposition work your team already does.
“Key Account Management is the continuous delivery of value through the intersection of sales, strategy and innovation.”
Brooks, Davies and Holt, Creating Customer Value Propositions with AI (Kogan Page, 2027)
Start free. Start today.
The KAM Prompt Guide is free and public. The Value Edge Diagnostic will tell you in twenty minutes where your account is leaking value. The newsletter brings the method to your inbox every fortnight.
Explore the toolsBuild the capability once, properly.
Facilitated programmes that take your leadership team, your account managers and your biggest customers through the Value Matters method, with the tools included so it sticks after we leave.
How we work with youThree ways in, one method underneath.
Cranfield-rooted, value-based KAM: develop the offer, sell the value, capture the value. Every engagement runs on it, towards one outcome: KAM established as a competitive advantage, and you seen by your customers as a strategic, value-adding supplier.
Strategic Customer Forum
A facilitated day with your leadership team on what your key customers are really worth, and what they could be worth, then a standing group that keeps the strategy true. The starting point for most clients.
LeadershipKAM Development Programme
Four modules that turn account managers into value strategists, each building a proposition and a growth plan for their real account and presenting it to your leadership.
Account managersKey Customer Deep Dive
The method applied end to end with one account team on one key customer: the offer, the plan, the proposition, the number. A reference plan for every account that follows.
One customerEach page says who it is for, what happens and what you leave with. Want the proposition alone, in three days? The One Page Proposition. Everything we do, on one page: what we do. Why we do it: our philosophy.
Thirty years on both sides of the table.
As advisors, as teachers, and earlier in our careers as the supplier with the key account to keep. Some of the companies we have worked with and for.
The method is taught, not just sold. We teach on the Cranfield KAM Best Practice programme, and Mark chairs the Association for Key Account Management. Named references in conversation.
Speaking at ELIA Networking Days
Seville, Spain. Richard Brooks, presenting.
Meet Central Europe conference
Kraków, Poland. Richard Brooks, attending.
Teaching AI for key account managers
Cranfield School of Management.
Value Matters.
Three people who have spent their careers on the same question: what makes a customer keep choosing you, and pay you properly for it? We met through Cranfield, where we all still teach. Mark spent a career proving that value-based KAM works, Sue researched and taught it to a generation of key account managers, and Rich builds the tools that take the admin off. Practice, rigour and technology, one argument. It is on one page: our philosophy.
Mark Davies
Chair of the Association for Key Account Management and Visiting Fellow at Cranfield and Aston. Thirty years across engineering, operations and commercial strategy, advising blue-chip firms including MSD Animal Health and Zoetis. Author of Infinite Value and co-author of Implementing Key Account Management. He proved the method works before anyone wrote it down.
Richard Brooks
Author of AI Strategy for Sales Teams (Kogan Page, 2026) and Visiting Fellow at Cranfield. Thirty years leading international technology and services businesses, including FTSE 100 accounts and the UK/EU Public Sector. Consultant, builder, serial entrepreneur and teacher, working to improve sales and key account management. He builds the tools that put the method to work.
Dr Sue Holt
Visiting Fellow at Cranfield School of Management and former Visiting Professor at IESEG. Completed her PhD in key account management at Cranfield and directed its KAM Best Practice Programme for over fifteen years. Co-author of Implementing Key Account Management and Creating Customer Value Propositions with AI (Kogan Page). She brings the academic rigour.
A suite of bespoke tools.
We have built a set of tools on the best AI and technology available, each one shaped around the method. They extend what a key account manager can do: the research and planning that used to take a week, the value opportunities that used to go unnoticed, and the proposition tested before the customer sees it. Start with the free ones. Licence the rest when they earn their keep.
You'll laugh. And learn something.
We teach busy people, which means we compete with their phones. People rarely adopt tools they were sent a manual for; they adopt tools they have enjoyed using. Ten minutes of play does more for confidence than an afternoon of training slides. So we made these, and we mean it. It is also why people book us to speak.
Published, not just practised.
The thinking on this site is published, peer-reviewed by the people who buy it, and taught at Cranfield. Three books already in print, and the fourth, the book of the method itself, coming from Kogan Page in May 2027.
Creating Customer Value Propositions with AI
The book of the method: how to build an offer that outsmarts the competition, with AI as a working collaborator rather than a buzzword. By Mark Davies and Richard Brooks, written with Dr Sue Holt, co-author of Implementing Key Account Management.
Pre-order opens soon
