Professional Development

Price includes full board accommodation and course materials.

Level: Advanced

Key issues:

Adopting Key Account Management (KAM) as a primary business strategy is the best opportunity many organisations will have to maximise the potential of their most important customers. However there are real issues to be considered in introducing such a strategy. If organisations are to reap the benefits of KAM, senior managers need to not only understand the theory, but also know how to deal with its introduction and implementation.

The purpose of this course:

This course is designed to enable senior managers in both sales and other positions to learn about Key Account Management, then to understand the issues involved in introducing it into organisations. Delegates will learn how KAM can positively influence areas such as staff recruitment and training, strategy, planning, measurement and communication.

Who this course is for:

Those in senior sales management/Sales Director roles who wish to understand the fundamental nature of the task facing organisations in implementing a Key Account management strategy within their sales operation, and the best way to carry out such an implementation. The course is aimed at those in people management roles, and/or individuals with strategic business responsibilities.

Benefits for your organisation:

Organisations will gain from having senior managers who understand the benefits and pitfalls of introducing KAM, and who are able to successfully implement such a strategy within their business. Organisations will also be able to apply KAM principles to end user customers, distributors and other key players in the supply chain in both Private and Public Sector environments.

Benefits for you as an individual:

Delegates will gain a clear understanding of the value of KAM to their organisation, and learn about the tools and models that can be utilised within a Key Account Managed sales environment. They will also take away a practical ‘blueprint’ for introducing KAM successfully into their organisation, discuss best practice with others and develop solutions to challenges they are likely to encounter.

You will learn how to:

This highly interactive course allows participants the opportunity to:

• Address in considerable depth the issues facing organisations considering KAM
• Gain a comprehensive insight into the nature and various aspects of KAM
• Understand the impact of such an approach on customers, the market at large and other parts of the internal organisation
• Review implementation strategies, using your own organisation and others as case studies

Course content:

• Background, history and current business drivers for KAM
• Understanding the Key Account Relational Development model
• The role of the Key Account Manager – redefining job descriptions and associated recruitment issues
• The rationale for, and the process of, introducing KAM
• Structural considerations within the sales operation

To take away from the course:

• A number of fundamental business analysis tools
• A Key Account Management planning template

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework