Today's global account managers have to perform in a very dynamic, culturally diverse and complex organisational environment. They must wear several hats and must constantly adapt and develop their skills, depending on the supplier-buyer relationship. Increasing our understanding of the role of the GAM will help reduce ambiguity and lead to holistic human resources concepts that will have a lasting impact on performance. Extracts of the survey shown herewith should provide programme decision-makers with levers to generate change.