Key Account Management

Master the skills to lead, grow, and secure strategic customer relationships.

This 5-day intensive training course delivers the essential strategies and tools needed to manage and expand key customer relationships in complex, high-stakes environments. With a sharp focus on real-world execution, leadership, and cross-functional collaboration, participants will learn to define and implement a sustainable Key Account Management (KAM) strategy that aligns internal capabilities with the evolving needs of strategic clients.

The course guides professionals through identifying and selecting true key accounts, building persuasive customer value propositions, understanding the internal dynamics of client organizations, and executing account plans that foster loyalty and growth. Delegates will engage in hands-on exercises, simulation tasks, and structured assessments to reinforce learning and drive practical application.

Why this course is important

In today’s competitive and volatile markets, key accounts are more than just large customers—they are critical business partners. Yet many organisations lack a consistent and objective approach to selecting and managing these relationships. This course bridges that gap, equipping delegates with a clear framework for account classification, influence-building, and long-term account growth. Mastering KAM not only drives commercial results but also builds enduring trust and collaboration between client and supplier.

With increasing internal and external complexity—ranging from diverse stakeholder expectations to technological disruption—this course helps leaders align teams and resources behind a strategic vision for account development.

Who should attend

This programme is designed for professionals involved in managing, developing, or supporting key customer accounts, including:

• Account Managers and Key Account Executives

• Sales and Business Development Leaders

• Commercial Directors and Client Partners

• Cross-Functional Leaders supporting strategic clients

• Marketing, Product, and Customer Success professionals involved in account growth

What you will learn

By the end of this course, participants will be able to:

• Define and communicate a clear Key Account Management (KAM) strategy

• Objectively classify and select true key accounts using proprietary frameworks

• Understand the internal decision-making structures and drivers within client organisations

• Develop tailored, compelling customer value propositions

• Lead and structure high-performing KAM teams with the right capabilities and mindset

• Build trust and execute a long-term, scalable KAM strategy using digital tools and planning resources

What participants say

⭐⭐⭐⭐⭐ (5/5)
“An outstanding programme led by a true expert. The insights on account classification and persuasive communication were game-changing. I particularly valued the practical tools we can apply immediately. The speaker’s depth of knowledge and energy made every session inspiring.”
— Jan, Senior Sales Manager, Telecommunications

⭐⭐⭐⭐⭐ (5/5)
“This course taught me not just how to manage key accounts, but how to think strategically about the entire customer lifecycle. The session on value proposition development was a highlight. I’ll be using this to reshape our enterprise client approach.”
— Yvonne, Client Services Director, Financial Services

⭐⭐⭐⭐⭐ (5/5)
“Exceptional content and delivery. I appreciated how the course brought together strategy, team leadership, and tactical planning in a cohesive framework. The speaker was brilliant—engaging, thought-provoking, and incredibly experienced.”
— Kolbe, Commercial Director, Industrial Engineering