Are Kam Managers Devoid of Collaborative Selling?

The present-day organizations view KAM as strong armament to implement collaborative selling which in turn amplifies long-term mutually beneficial business associations with strategically vital buyers. On the other hand, extant writings reveal that, strategy implementation is hard to realize among the strategic sales force [that is, Key account managers]. The behavior of KAM managers has got limited light in research explorations. In this paper an attempt has been made to develop and evaluate an empirical model of collaborative selling approach from KAM manager’s view point. Outcomes of the study unveil that – the acceptance of collaborative selling strategy by the KAM managers is dependent on certain behavioural facets like – buyer-centric selling, customized selling, group selling and corporate citizenship. The outcomes state, there exist substantial variations amidst collaborative selling strategy vis-à-vis its implementation at the KAM manager level. Accordingly, academic and practice-oriented ramifications are conversed.