Last week, I had the honour of leading a workshop with Matt Sankary of ShipMoney at the AKAM (Association for Key Account Management) annual meeting hosted by Siemens at their Corporate Headquarters in Munich. The workshop session titled “Prompting for Performance” offered more than AI hype. It equipped attendees with a new strategic muscle: mastering how to talk to AI through better prompts. And it all boiled down to one key idea - better input equals better output.
Why Prompts Matter
Artificial intelligence is transforming the landscape of key account management, from client communications to strategic planning. But the effectiveness of these tools hinges on the quality of the prompts they’re given. As Wilkinson and Sankary emphasised, AI is only as good as the question you ask it.
By understanding and structuring prompts with intention, professionals can guide AI to deliver more accurate, relevant, and business-aligned outputs - fast.
The Seven Elements of a Great AI Prompt
During the session, participants explored the seven building blocks of high - performing prompts. Here’s a breakdown:
1. Role
Define who the AI is acting as - a key account manager, a customer success lead, a strategist. This sets the tone and perspective of the output.
2. Context
Give background. What’s happening in the business? Why is this prompt being asked? Context transforms generic outputs into strategic ones.
3. Instruction
Be clear about what you want. Whether it's an email, a report, or an analysis, specificity helps eliminate ambiguity.
4. Format
Tell AI how to structure the output - bullet points, summaries, word limits. Format drives clarity and professionalism.
5. Tone/Style
Set the mood. Should the output be formal, reassuring, persuasive, or conversational? Tone tailors how the message is received.
6. Limitations/Constraints
Define boundaries. Want to avoid mentioning competitors? Need to keep it under 200 words? These constraints keep AI aligned with compliance and communication standards.
7. Examples
Show what good looks like. Referencing a past email or report helps AI replicate the right format and tone.
The Prompt Circle
One of the most innovative takeaways was the concept of the Prompt Circle - a feedback loop where AI is instructed to ask clarifying questions before responding. This makes outputs sharper and more aligned with business needs. In practice, it looks like this:
- Provide a draft prompt
- Let AI ask 2 - 3 clarifying questions
- Refine the prompt
- Generate the final output
This iterative approach mirrors the natural refinement of human communication - enhanced with the speed of AI.
Empowering Human Expertise with AI
AI isn’t replacing humans, it’s making them more effective. The workshop made it clear that AI doesn’t work in a vacuum. It depends on human intelligence, context, and strategy to thrive.
By learning to structure prompts with precision and creativity, we can turn AI into a true business ally.
Contact
