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

Course Dates

Start Date Duration Location
10 Oct 2022 2d Virtual
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21 Nov 2022 2d Virtual
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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.

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.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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