This two module programme will equip account managers with the skills and tools to develop and implement detailed dynamic account strategies and plans for their key accounts. Using their own customers as case studies, participants establish how ‘best practice’ principles can be applied to managing their own key accounts whilst adding immediate value into their own organisations.

Who should attend?

Those responsible for managing face-to-face relationships with customers that have a significant impact on achieving the organisation’s business objectives. Participants should have three years sales experience, six months of which should ideally have been in an account management role. The course is also valuable for managers and directors intending to implement a key account management strategy within their organisation.

Learning outcomes

  • Recognise which customers are key accounts.
  • Understand the scope of the key account management role.
  • Recognise the stages of a key account relationship.
  • Develop a strategic key account plan.
  • Identify the potential in your customers.
  • Use professional business analysis tools.
  • Develop internal teams to meet the needs of key accounts.
  • Identify and develop DMUs.
  • Utilise internal resources in a virtual team environment.
  • Understand the impact of key account management on internal communication and customer records.
  • Develop a strategic plan for a customer - and get feedback.

The CIM Experience

  • Expert trainers - Passionate specialists who keep up to date with the latest trends in their field.
  • Quality delivery -  Trainers are assessed annually on the quality of their delivery and delegate engagement.
  • Practical training methods - Theory and practical based training to take back to the office.
  • Small class sizes - No more than 15 people to ensure you get the most from our trainers.
  • Wide breadth of topics - Marketers should understand marketing as a whole, not just digital.
  • 3 learning levels - Introductory, Advanced and Masterclass.


Residential: £2,500
Non-Residential: £2,320
Member Residential: £2,250
Member Non-Residential: £2,088
* Prices shown are exclusive of VAT. Prices include tuition, course materials and full board accommodation on residential courses.

Course Dates

Start Date End Date Location
26 Jul 2018 05 Sep 2018 Moor Hall

Course Director

Simon Houghton

Simon Houghton has over 35 years’ experience in sales, marketing and management, and has been the lead CIM Course Director for Key Account Management for over 12 years. He has extensive experience of developing key account managers in client-specific and open environments.


Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.