Key Account Management (KAM) is an innovative approach used by business-to-business suppliers to manage customer relationships; however, it can end up a massive flop if not effectively implemented. This programme is designed to provide a conceptual framework for implementing a strategic KAM to help build and manage relationships.

Key Learning Objectives/ Benefits

You will gain knowledge to:

• Introduction to Key Account Management fundamentals
• Developing and implementing a Strategic Account Management (SAM) Programme
• Innovation and sustainability of Key Account Programmes
• Strategic accounts: A definition
• Optimising your strategic account sales team
• Selecting and classifying strategic accounts
• Strategic account plans
• Sales opportunity management 
• SAM and global accounts
• Relationship development and navigating politics with key officers
• Leveraging marketing to support SAM initiatives

Programme Curriculum

• Introduction to Key Account Management fundamentals
• Developing and implementing a Strategic Account Management (SAM) Programme
• Innovation and sustainability of Key Account Programmes
• Strategic accounts: A definition
• Optimising your strategic account sales team
• Selecting and classifying strategic accounts
• Strategic account plans
• Sales opportunity management 
• SAM and global accounts
• Relationship development and navigating politics with key officers
• Leveraging marketing to support SAM initiatives

Key Learning Outcomes

You will gain knowledge to:

• Increase depth within key accounts
• Develop a strategic perspective on sales and customer relationships
• Optimise strategic account sales team
• Recognise and overcome pressure tactics
• Understand what drives strategic account decisions
• Create and implement an action plan that will increase chances of success
• Improve efficiency and time management
• Develop profitable long-term relationships
• Position Account Managers as Strategic Advisors