Key Account Management
A practical professional programme focused on key account management, designed to strengthen commercial capability, customer value and market performance.
- Type
- Specialist
- Level
- Advanced
- Duration
- 5 days
- Delivery
- In person, Live online, In-house
- Languages
- English, Arabic
Key Account Management develops the capability to manage strategically important customers through structured account planning, relationship development and value creation.
The programme examines account selection, stakeholder mapping, customer priorities, opportunity development, relationship strategy, account plans, profitability and performance review.
Participants learn how to move from transactional selling toward long-term commercial partnerships built around mutual value and disciplined account management.
Objectives
Understand the principles of strategic key-account management.
Identify and prioritise strategically important accounts.
Develop deeper understanding of customer organisations and stakeholders.
Build account strategies focused on mutual value.
Strengthen account planning, performance monitoring and relationship management.
Learning outcomes
Evaluate and prioritise key accounts using structured criteria.
Map customer stakeholders and decision relationships.
Identify strategic customer needs and account opportunities.
Develop a practical key-account plan.
Monitor account performance, value and relationship strength.
Who it is for
Key account managers.
Account directors and executives.
Business-development professionals.
Sales managers.
Commercial professionals responsible for strategic customers.
Programme modules
1. Key Account Management Foundations
Strategic accounts
Account-selection criteria
Customer value
Relationship orientation
2. Understanding the Account
Customer strategy
Business priorities
Account economics
Competitive position
3. Stakeholder Mapping
Decision-makers
Influencers
Relationship strength
Stakeholder priorities
4. Account Opportunity Strategy
Needs and opportunities
Value creation
Cross-selling and development
Competitive differentiation
5. Key Account Planning
Account objectives
Relationship actions
Opportunity plans
Responsibilities and timelines
6. Account Performance and Review
Revenue and profitability
Relationship indicators
Account risk
Strategic account reviews
Methodology
The programme uses account-planning frameworks, stakeholder-mapping exercises, customer cases and opportunity scenarios. Participants build a structured account strategy for strategically important customers.
Assessment
Assessment includes account-analysis exercises and a final applied assignment requiring participants to prepare and justify a key-account plan for a defined strategic customer.
Certificate
Certificate of Completion
For your organisation
This programme can be delivered for a single organisation, team or institution, and adapted to your context, participants and objectives.
Organisational delivery is scoped and priced individually, and is not booked from this page.
Upcoming sessions
No dates are scheduled at present.
Institutional needs addressed
Related expertise
Related capabilities
Training & Professional Development
Structured professional learning that develops practical, role-relevant knowledge and capability.