Key Account Selection Matrix

The Key Account Selection Matrix (KASM) provides a solid methodology for analysing, identifying and prioritising key accounts using account portfolio management. It is an invaluable tool in Key Account Management which guides the user through a step-by-step process, enabling the user:

to select the population of key accounts to be categorised.
to measure their relative attractiveness.
to evaluate your relative business strengths in each of these key accounts.
to diagnose the nature and value of your key account relationships and make a realistic appraisal of their potential.
to prioritise and decide the appropriate 'top-level' strategies for each selected account.

This software is a standalone product available on CD. NB this product has not been tested on Windows Vista and is offered without warranty or technical support.

The software comes with a complete Help system and a full and extensive tutorial in its use and interpretation of the outputs. The underlying methodology and supporting text book are shown below.

Purchase software

Contact the company for purchase details at info@themarketingprocessco.com
Please note we cannot accept payment by credit card.

KASM outputs

The software produces a range of outputs that aid visual comprehension and communication of the analysis results. These outputs form the basis for the selection of key accounts and the development of Key Account Management strategies.

KASM methodology

Portfolio analysis is a means of assessing a number of different key accounts, firstly according to the potential of each in terms of achieving the organisation's objectives and secondly according to the organisation's capability to take advantage of the identified opportunities.

The Key Account Selection Matrix (KASM) offers a detailed framework which can be used to classify possible competitive environments and their strategy requirements. It uses several indicators to measure the dimensions of 'account attractiveness' on the one hand and perceived 'company performance' (relative to competitors) on the other.

The diagnosis of an organisation's key account portfolio, based on the two composite dimensions outlined above, will enable an organisation to review and decide the appropriate, 'top-level' strategies for each selected account. Such analysis is particularly helpful in mature and highly competitive industries, where the effective allocation of an organisation's scarce resources is a major problem for senior management.

KASM was developed in conjunction with Professor Malcolm McDonald.

Supporting Text

Key Customers - How to manage them profitably.
April 2000. McDonald, Rogers & Woodburn. ISBN: 0750646152
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