Recruiting the modern Key Account Manager: What companies need to know in 2025
In today’s fast-changing business environment, shaped by digitalization, AI, and shifting customer expectations, the Key Account Manager (KAM) has become one of the most strategic roles in any commercial organization.
But as the market evolves, so does the job. To attract and retain top talent, companies must understand how the KAM’s role has transformed, and what skills are now essential to succeed.
From negotiator to strategic business partner
A decade ago, the KAM’s mission was clear: manage key clients, negotiate annual terms, and ensure business continuity.
Today, this description no longer fits. Modern KAMs are strategic connectors, the bridge between clients, marketing, and innovation teams. They bring the voice of the customer into every discussion and play a central role in shaping growth strategies. During a recent Generations Recruitment roundtable with Belgian FMCG and retail leaders, one key insight stood out:
“The KAM should not only execute plans; they should help design them.”
However, many organizations still involve KAMs too late in strategic decisions, which limits their impact, and can make the role less attractive to ambitious professionals.
The Belgian market: A changing playing field
The rise of e-commerce, the digitalization of negotiations, and the growing complexity of data have fundamentally changed the KAM landscape. In Belgium, where retail networks and brand ecosystems are dense and highly competitive, KAMs must now balance:
-
- Strong human relationships with buyers and retailers,
- Data-driven insights to support pricing, assortment, and activation decisions,
- Cross-functional collaboration between marketing, logistics, and trade.
Companies that still view the KAM as “just a negotiator” risk missing out on profiles who expect to have a strategic voice in business discussions.
What to look for when recruiting a KAM
Finding the right Key Account Manager means identifying a blend of strategic, analytical, and interpersonal skills. Here are the key competencies to prioritize when hiring:
-
- Analytical intelligence: ability to interpret complex data (Nielsen, IRI, CRM, e-commerce) and turn insights into action.
- Negotiation & influence: a mix of assertiveness and diplomacy to manage long-term relationships with retailers.
- Business acumen: understanding how pricing, logistics, and marketing decisions impact the P&L.
- Collaboration skills: capacity to align cross-functional teams and build internal consensus.
- Agility & curiosity: willingness to adapt quickly, learn new tools, and anticipate market trends.
👉 In short: today’s KAM must combine strategic thinking with operational excellence.
What companies should be careful about
Attracting and retaining top KAMs isn’t just about salary. In our Belgian market, experienced candidates value:
-
- Autonomy and trust: the ability to take ownership of client relationships.
- Visibility and impact: a seat at the strategic table.
- Learning & development: opportunities to grow their business and leadership skills.Company purpose: working for brands that align with their values and sustainability mindset.If your organization still positions the KAM as an “executor” rather than a strategic partner, you may struggle to engage top-tier talent.
The future of Key Account Management
AI, automation, and data will continue to reshape how we do business, but the human touch will remain the KAM’s greatest strength.
Empathy, creativity, and strategic thinking will define the next generation of Key Account Managers. For companies, the challenge is not just to find these talents, but to create an environment where they can thrive and innovate.
Want to understand what makes the modern KAM truly thrive?
Recruiting top Key Account Managers is only part of the challenge, enabling them to grow as strategic partners is what really drives long-term impact. As digitalization, AI, and sustainability continue to redefine commercial roles, today’s KAMs must combine analytical precision with empathy, curiosity, and strategic influence.
At Generations Recruitment, we’ve observed that the most successful organizations are those that give their KAMs a real voice in shaping business strategy, moving beyond negotiation to co-create innovation with their clients.
If you’d like to explore how this evolution is reshaping the KAM profession itself, discover our in-depth article: The Evolving Role of the Key Account Manager: From Negotiator to Strategic Partner.
It takes a closer look at how the function is transforming from an operational sales role into one of the most strategic levers for growth and innovation in 2025 and beyond.
Don’t forget to share!
