The KAM becomes an endangered species

The role of Key Account Manager (KAM) in the Belgian retail sector (and likely beyond our borders) is at a turning point. Still too often seen as a purely commercial position, the role has evolved over the years to become a strategic pillar within company structures.

Today, the KAM is at the heart of business challenges: managing high-level client relationships, structured negotiations, long-term vision, data analysis… The function goes far beyond sales. It plays a key part in co-building growth with retail partners.

And yet, despite this growing importance, recruiting (and especially retaining) strong KAM profiles remains a challenge. The recruitment agency Generations Recruitment took a closer look at the issue and uncovered some key insights and figures worth your attention.

Because a solid analysis is often more valuable than a long speech, I invited Yoni Szpiro, CEO of Generations Recruitment, and Christophe Courboin, Country Manager Belgium & Luxembourg at Brown-Forman, to join me on The Retail Influencer podcast. Together, we explored the current state of the KAM role in Belgium, from both a recruitment and operational perspective.

A concerning talent shortage

The Belgian market is facing a significant shortage of KAM profiles, especially in the fast-moving consumer goods (FMCG) sector. According to Generations Recruitment, there are just over 1,000 active KAMs in the country. This scarcity is due to several factors:

High demand coupled with limited supply
A drop in spontaneous applications
Increasing expectations from employers in terms of visibility and versatility
A lack of appeal for the role, particularly among younger generations

Geographical distribution also reveals an imbalance:

61% of KAMs are based in Flanders (especially Ghent, Antwerp, and Hasselt)
28% operate in the Brussels region
Only 11% are active in Wallonia

Notably, Brussels saw a 12.8% drop in KAM roles over the past year.

Also worth mentioning, is gender differences. Despite their proven positive impact on business performance, KAM teams still lack diversity. Women remain underrepresented:

In Brussels, only 36% of KAMs are women
In Antwerp, 38%
Ghent leads with the best ratio: 45%

What are the main obstacles to recruitment?

A lack of recognition of the KAM’s strategic role in retail
Increasingly complex skill requirements: data analysis, negotiation, business acumen, digital tools
Cross-sector competition: tech and finance also attract these profiles
Salary gaps: non-competitive packages drive talent away
A lack of clear career progression

The impact of digitalization

E-commerce is transforming the KAM function at its core. Companies must now integrate a new profile: the E-KAM (e-commerce Key Account Manager). This evolving role requires new skills such as:

Managing the digital shelf (online product presence)
Performance marketing and data analytics
Negotiating with marketplaces like Amazon or Bol.com

Technologies such as CRM and AI are reshaping the way KAMs work. Success now hinges on an omnichannel strategy, blending physical and online sales, influencer marketing, digital activations, and more. The KAM is becoming the true business owner of their accounts.

How to attract and retain KAM talent?

That’s the million-euro question. However, both experts and field professionals seem to agree on several key elements to make the function more attractive and sustainable:

Define clear career paths (e.g., from KAM to Sales Director)
Elevate the KAM role through employer branding
Invest in training and mentorship
Promote a healthy work-life balance
Offer competitive compensation

The Key Account Manager role has evolved significantly in recent years, shaped by factors such as digitalisation and changing generational expectations. To stay competitive, companies can no longer overlook the strategic importance of this position. It is crucial to rethink recruitment strategies and elevate the status of this key function within organisations.

By Giorgi Sabanadze and Vincent Panneels

Listen to the podcast via the Smartplayer on this website or your favourite platfom. (Content in French)

Key Account Manager Kam Recruitment Recrutement Yoni Szpiro Christophe Courbouin Hr