Account management is concerned with the relationship between a company’s customers or clients and the company. After the client has partnered with the company or bought the company’s product, account managers are there to support them.
Key account management (KAM) comes in. A key account manager’s main role is to retain top customers and nurture those key relationships over time. Ideally, they become a strategic partner and advisor to the client, discovering new opportunities to work together for mutual benefit.