Key account management (KAM) is the process of managing and nurturing long-term relationships with a company’s most valuable customers, known as key accounts. These customers typically generate a significant portion of revenue and have high potential for growth, partnership, and retention.

Unlike traditional account management, KAM involves amore collaborative, consultative, and customized approach. It often includes cross-functional teams and executive involvement to support the customer's needs and thus, drive retention, increase customer lifetime value (CLV), and build long-term partnerships.