Key Account Management


The ultimate view of relationships across the entire value chain

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CRM applications (such as Veeva CRM, and others) are insufficient for enterprises to develop and execute Key Account Management (KAM) programs. Built on legacy relational data models, CRM apps are unable to capture complex real-world relationships like those found in graph-powered applications, such as LinkedIn and Facebook.

Break Down Silos

Reltio's data-driven Key Account Management application brings together data from multiple internal, third-party, public and social sources to identify key influencers and to uncover relationships, not just between people and organizations, but products, locations, contracts, activities and transactions. A complete picture across all sources is needed to accurately formulate recommended actions to achieve desired goals.

Manage Complex Relationships

Separate customer master data management tools (such as Veeva Network, Informatica MDM and others) can help improve the data quality of CRM systems. However, without the proper foundation to capture and manage complex relationships across people, organizations, products and transactions, through a dedicated operational application, Key Account Management initiatives will continue to be a challenge.


Key Account Management is not just a sales initiative, it's an enterprise-wide focus. CRM applications are typically used only by sales. Oftentimes, marketing teams do not even have access to CRM seats. Successful Key Account Management requires access to a convergence of information, with the proper level of role-based access and visibility.

Start Small Grow Big

You can rapidly deploy a Key Account Management application specific to your industry and domain focus through the Reltio Cloud, or choose to build up complete data and functionality by solving targeted business problems for individual organizational units. Reltio data-driven applications automatically share data, so that information is up-to-date, never siloed and always synchronized.


Reltio also provides unique collaborative curation of information by your field teams. With fine-grained workflow and governance, you can be assured of getting the most accurate information in real-time. Reltio can also flexibly deliver information to your downstream applications, or provide access through embedded widgets within your CRM application.

Stay in sync

Finally, your entire organization can be on the same page with reliable data and recommended actions to successfully execute on the promise of KAM by developing relationships, and delivering superior customer service to relevant executives and influencers.