The FMCG landscape is shifting at a pace that few teams feel fully prepared for. Retailers are rapidly expanding digital ecosystems, redefining category expectations and accelerating omnichannel execution. As these customer demands intensify, suppliers are working hard to catch up. This rapid pace of change is reshaping what the Key Account Manager (KAM) role needs to be in 2026 and the emerging commercial landscape.
To understand what the next stage of capability looks like, Total Negotiation Group (TNG) APAC has launched the Future Skills of Key Account Managers Survey, now open across Australia, New Zealand and Asia. FMCG commercial leaders and account managers are invited to share their perspective and help shape a region-wide capability view.
Take the survey here: Future Skills for Key Account Managers
Why industry input is needed now
As customer expectations evolve, suppliers are rethinking how their commercial teams operate. KAMs are being asked to navigate deeper commercial conversations, integrate shopper and category insights and make confident decisions across digital and physical channels. Yet each organisation faces different pressures depending on its category, customer mix and maturity.
The survey aims to consolidate these differences and build a clearer APAC-wide understanding of the capabilities that will matter most for 2026 planning.
Emerging signals
Although insights are still being collected, a consistent theme is emerging: the KAM role is expanding in both scope and strategic importance. Leaders describe the future KAM as:
- Strategic, not transactional
- Insight-led, tell me the future not just the past
- Commercially confident across functions
- Able to guide retailer decisions, not just respond to requests
Retailers are seeking partners who can shape the commercial conversation, drive category growth, understand shopper behaviour, strengthen omnichannel execution, create value and align on commercial objectives. KAMs who can connect these elements will ultimately have greater influence on customer outcomes.
A capability turning point for suppliers
As inflation, retail media investment and cost-to-serve challenges increase, capability expectations are rising across the region. Teams now need stronger commercial storytelling, deeper financial and RGM fluency, confidence in omnichannel planning and the ability to turn insight into customer influence.
These shifts have raised an important question for many suppliers: Where should capability investment focus first?
The survey is designed to help answer that with real input from industry leaders across markets and categories.
Shaping the next capability chapter
The future of account management will demand deeper insight, stronger commercial capability and more confident cross-functional collaboration. Buidling the right foundations starts with understanding what the industry needs next. Your perspective will help shape the capability agenda that suppliers must prepare for.
Share your perspective and help shape the future of FMCG account management.
Take the survey here: Future Skills for Key Account Managers
Total Negotiation Group is a Silver Partner of the Drinks Association.
Share your perspective and help shape the future of FMCG account management.
Take the survey here:Future Skills for Key Account Managers - Survey – Fill out form