The Institute of Collaborative Working (ICW) and the Association for Key Account Management (AKAM) have identified a huge amount of synergy in their missions, to show how working together collaboratively with business partners and customers yields better results, than rivalry or adversarial behaviour. So, they have launched a formal collaborative association together, which will demonstrate to members and the wider business world the structure and benefits of businesses and publicly funded organisations working together, rather than scoring off each other. As supply chains evolve into ever more complex business ecosystems, collaboration between suppliers, their key customers and important influencers is more necessary than ever. With AKAM’s focus on key accounts and ICW’s on collaborative working, the pairing expects to publish invaluable approaches for all sectors.