Implementing Strategic Key Account Management

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Course Overview

Adopting Key Account Management (KAM) as a primary business strategy is the best opportunity many organisations will have to maximise the potential of their most important customers. However there are real issues to be considered in introducing such a strategy. If organisations are to reap the benefits of KAM, senior managers need to not only understand the theory, but also know how to deal with its introduction and implementation.

This course is designed to enable senior managers in both sales and other positions to learn about Key Account Management, then to understand the issues involved in introducing it into organisations. Delegates will learn what differences KAM will bring to areas such as staff recruitment and training, strategy, planning, measurement and communication, as well as how to deal with them.

Audience

Those in senior sales management/Sales Director roles who wish to understand the fundamental nature of the task facing organisations in implementing a Key Account management strategy within their sales operation, and the best way to carry out such an implementation. The course is aimed at those in people management roles, and/or individuals with strategic business responsibilities.

Level

• Manager/Senior

Skills Gained

Organisations will gain from having senior managers who understand the benefits and pitfalls of introducing KAM, and who are able to successfully implement such a strategy within their business. Organisations will also be able to apply KAM principles to end user customers, distributors and other key players in the supply chain in both Private and Public Sector environments.

Benefits for you as an individual

Delegates will gain a clear understanding of the value of KAM to their organisation, and learn about the tools and models that can be utilised within a Key Account Managed sales environment. They will also take away a practical 'blueprint' for introducing KAM successfully into their organisation, discuss best practice with others and develop solutions to challenges they are likely to encounter.

You will learn how to

• Understand the nature of KAM
• Understand and appreciate the impact of a KAM approach on customers, the market at large and other parts of the internal organisation
• Create implementation strategies, using your own organisation and others as case studies

Outline

• Background, history and current business drivers for KAM
• Understanding the Key Account Relational Development model
• The role of the Key Account Manager redefining job descriptions and associated recruitment issues
• The rationale for, and the process of introducing KAM
• Structural considerations within the sales operation
• Internal relational dynamics between a KAM-based sales operation and other parts of the organisation
• Addressing customer needs internal and external
• Recasting the traditional line management and communication models
• The intrinsic relationship between KAM and Customer Relationship Management systems and processes
• Implications for management styles, measurement and rewarding performance
• The effects of KAM on the strategic sales planning process

To take away from the course

• A number of fundamental business analysis tools
• A Key Account Management planning template

All of our marketing training is based on a Professional Marketing Standards framework, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Please take your time to review our standards framework, if you have not already done so.

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