What does the top executives at your key accounts care most about in 2027?

What does the top executives at your key accounts care most about in 2027?

Top executives repeat what matters most to them: in annual reports, earnings calls, town halls and the goals they hand their teams. A KAM who listens closely can speak to those priorities in the executive’s own words, and that earns attention.

Five questions to see if your team can do this job today:

1. Can your KAM name the top executive’s three biggest priorities this year?
2. Have they read the last two annual reports and noted the priorities that repeat?
3. Have they heard the executive speak, on an earnings call, at a town hall or an industry event, and written down the numbers they stressed?
4. Do they know where the executive is putting time, money and people this year?
5. Has their champion confirmed those priorities and filled in what isn’t public?

Two or more no’s, and your team may be guessing at what matters most to the person who decides.

We’ve attended hundreds of trade events where CEOs and other top executives talk about where their companies stand and where they’re headed. At one show, the CEO of a key account target described his need for specialized solutions to a challenge most of our clients faced. I followed up with him right away, showing why we believe the challenge exists and how we planned to overcome it. He replied in 10 minutes and copied his VPs, telling them to reach out to me.

When you know what top executives care about and build solutions around it, they tend to get curious about whether you can help them.

Our system, the Vitality Index, shows your key account teams where they stand today, the work it takes to level up, and how to do it, until they reach a vital partnership that lasts.

What would the top executive at your largest account say is their number one priority this year?

We built a free, 4-minute Key Account Risk Assessment. It gives you a risk score for your key accounts across team alignment, account planning, account transitions, and visibility. Link in the comments.