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    This two session programme equips 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.

    Whilst the first session focuses on a best-practice approach to the development of a strategic key account plan, session 2 then builds on that foundation with the opportunity to present a plan for feedback, then explore how such plans can be implemented in practice.


    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

    • Recognising 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 their 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
    • The impact of KAM on internal communication and customer records
    • Develop a customer development strategy plan


    “This was, by far, one of the best courses I have ever been on in terms of interaction with the course director AND the other delegates.”

    Tori Paige-Morris Manager, EMEA Regulatory Delphic HSE

    “An absolute pleasure to be a part of.”

    Dan McCarthy Key Account Manager Shell/ubitricity

    Course Dates

    Start Date Duration Location
    04 Jun 2024 2d Virtual
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    09 Jul 2024 2d Virtual
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    05 Sep 2024 2d Virtual
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    16 Oct 2024 2d Virtual
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    03 Dec 2024 2d Virtual
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    Course Directors

    This course may be run by any of the following Course Directors:-

    Jon Pope

    Charles Barnascone

    Virtual delivery

    Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.

    Do you have a question?

    If you have a question about this course then please use the form below, use the web chat facility on the right of this page, or speak to one of our Learning Advisors at +44 (0)1628 427360.


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