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Quest Training

Advanced Key Account Management & Account Planning Training Course

Equips account managers to treat key accounts as long-term partnerships, protecting revenue, expanding account value and building executive-level relationships.

KASM · Key Account Management & Strategic Account ManagementAll Levels#2575ClassroomEnglish , Arabic
Duration
5 Days
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Free substitution at any time · 30+ days' notice: full refund minus 10%. Cancellation policy

Sectors:Sales, Marketing & Customer ExperienceCategories:Key Account Management & Strategic Account Management

Course Overview

This advanced practical course focuses on managing strategic accounts as long-term business partnerships rather than transactional sales relationships. It equips account managers and sales leaders with structured approaches to protect revenue, expand account value, strengthen executive relationships, and identify new business opportunities within key accounts. The programme examines strategic account segmentation, account intelligence, stakeholder mapping, relationship development, opportunity identification, competitive positioning, value creation, and account prioritization. Participants will learn how to understand the customer's business strategy and connect their organization's solutions to measurable customer outcomes. The course also addresses account planning, opportunity management, cross-selling, up-selling, customer retention, negotiation, risk management, executive engagement, and internal account coordination. Practical tools are used to translate account intelligence into actionable plans with clear priorities, owners, timelines, and commercial targets. Through practical exercises and realistic account scenarios, participants will develop strategic account plans, map decision-makers and influencers, identify whitespace opportunities, assess account risks, build engagement strategies, and create growth plans designed to increase customer value and strengthen long-term commercial relationships.

Learning Objectives

  • Analyse the strategic role of key account management in sustainable revenue growth.
  • Segment and prioritize accounts according to strategic value and growth potential.
  • Assess customer business priorities, challenges, financial drivers, and competitive environment.
  • Map key stakeholders, decision-makers, influencers, and relationship strength.
  • Develop structured account intelligence and strategic account profiles.
  • Identify whitespace, cross-selling, up-selling, and expansion opportunities.
  • Build customer-centric account plans aligned with measurable business outcomes.
  • Strengthen executive-level relationships and strategic customer engagement.
  • Manage account risks, competitive threats, and relationship gaps.
  • Develop coordinated internal strategies for complex and multi-stakeholder accounts.
  • Apply account performance measures, opportunity pipelines, and growth indicators.
  • Develop actionable strategic account plans with clear priorities and execution milestones.

Who Should Attend

This course is designed for Key Account Managers, Strategic Account Managers, Senior Sales Managers, Business Development Managers, Sales Directors, Account Directors, and Commercial Managers. It is also suitable for Customer Success Managers, Relationship Managers, Business Development Professionals, Solution Sales Professionals, and sales leaders responsible for complex, high-value, or strategically important customers. The programme is particularly relevant to organizations operating in B2B environments where customer relationships involve multiple stakeholders, long sales cycles, strategic partnerships, complex solutions, recurring revenue, and significant expansion opportunities.

Learning Outcomes

  • Evaluate key accounts based on strategic importance, current value, and future potential.
  • Build comprehensive account profiles using customer, market, and competitive intelligence.
  • Map stakeholders and assess influence, relationships, priorities, and engagement levels.
  • Identify account growth opportunities and untapped customer needs.
  • Develop customer-specific value propositions linked to business priorities.
  • Build structured strategic account plans with measurable commercial objectives.
  • Develop cross-selling, up-selling, and account expansion strategies.
  • Strengthen executive relationships and multi-level customer engagement.
  • Identify and manage account risks, competitive threats, and relationship vulnerabilities.
  • Coordinate internal resources around strategic account priorities.
  • Monitor account performance using relevant commercial and relationship indicators.
  • Present and execute an integrated account growth plan with defined actions and milestones.

Course Outline

Day 1

Strategic Key Account Management & Account Prioritization

  • Strategic account management principles and commercial impact.
  • Key account versus strategic account characteristics.
  • Account segmentation and prioritization.
  • Assessing account value, potential, profitability, and strategic fit.
  • Customer business models and value drivers.
  • Account attractiveness and competitive position.
  • Account maturity and relationship assessment.
  • Strategic account selection and resource allocation.
  • Practical Application: Evaluate a portfolio of accounts and develop a prioritization model based on value, potential, risk, and strategic importance.
Day 2

Account Intelligence, Stakeholder Mapping & Relationship Strategy

  • Building strategic account intelligence.
  • Understanding customer strategy, financial priorities, and business challenges.
  • Stakeholder mapping and organizational influence.
  • Decision-makers, influencers, users, sponsors, and blockers.
  • Relationship strength and account coverage.
  • Identifying relationship gaps and single-threaded relationships.
  • Executive engagement and strategic conversations.
  • Building multi-level customer relationships.
  • Practical Application: Develop a stakeholder map and relationship strategy for a complex key account.
Day 3

Account Planning, Opportunity Development & Value Creation

  • Structure of a strategic account plan.
  • Customer objectives and business priorities.
  • Account objectives, targets, and strategic initiatives.
  • Opportunity mapping and whitespace analysis.
  • Cross-selling and up-selling strategies.
  • Customer needs and solution alignment.
  • Developing differentiated value propositions.
  • Opportunity qualification and prioritization.
  • Practical Application: Build a strategic account plan identifying customer priorities, whitespace opportunities, value propositions, revenue targets, and priority initiatives.
Day 4

Account Growth, Risk Management & Competitive Strategy

  • Account growth strategies and expansion planning.
  • Managing complex opportunities and buying groups.
  • Competitive intelligence and account defense.
  • Identifying competitive threats and displacement risks.
  • Customer retention and relationship protection.
  • Account risk assessment and mitigation.
  • Negotiation strategy for strategic accounts.
  • Internal collaboration and resource orchestration.
  • Practical Application: Develop an account growth and risk management plan for a strategically important customer facing competitive pressure.
Day 5

Strategic Account Execution, Performance & Executive Review

  • Converting account plans into execution priorities.
  • Account action plans, ownership, timelines, and milestones.
  • Commercial pipeline and revenue forecasting.
  • Measuring account growth, retention, profitability, and relationship strength.
  • Executive account reviews and customer business reviews.
  • Governance of strategic account plans.
  • Continuous account intelligence and plan adaptation.
  • Building long-term strategic partnerships.
  • Final Workshop: Develop and present a complete Strategic Account Plan covering account priorities, stakeholder strategy, relationship development, opportunity pipeline, growth initiatives, competitive risks, performance measures, resource requirements, and execution milestones.

Upcoming Dates

Selected date

Paris · 27 Sept – 1 Oct 2027 · Classroom

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CityDatesPrice per ParticipantEarly Bird
ViennaScheduled
2 – 6 Nov 2026€5,700—
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AmmanScheduled
8 – 12 Nov 2026€3,100—
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AmsterdamScheduled
16 – 20 Nov 2026€5,400—
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BakuScheduled
23 – 27 Nov 2026€4,800€4,320until 2 Nov
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BarcelonaScheduled
30 Nov – 4 Dec 2026€5,400€4,860until 9 Nov
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CairoScheduled
30 Nov – 4 Dec 2026€3,300€2,970until 9 Nov
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CasablancaScheduled
7 – 11 Dec 2026€4,300€3,870until 16 Nov
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DammamScheduled
14 – 18 Dec 2026€4,200€3,780until 23 Nov
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DohaScheduled
21 – 25 Dec 2026€4,400€3,960until 30 Nov
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DubaiScheduled
27 – 31 Dec 2026€4,400€3,960until 7 Dec
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GenevaScheduled
4 – 8 Jan 2027€6,300€5,670until 14 Dec
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IstanbulScheduled
11 – 15 Jan 2027€4,700€4,230until 21 Dec
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Kuala LumpurScheduled
11 – 15 Jan 2027€4,400€3,960until 21 Dec
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LisbonScheduled
18 – 22 Jan 2027€5,400€4,860until 28 Dec
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LondonScheduled
25 – 29 Jan 2027€5,600€5,040until 4 Jan
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MadinahScheduled
1 – 5 Feb 2027€4,200€3,780until 11 Jan
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MadridScheduled
8 – 12 Feb 2027€5,400€4,860until 18 Jan
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MakkahScheduled
15 – 19 Feb 2027€4,200€3,780until 25 Jan
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ManamaScheduled
22 – 26 Feb 2027€4,700€4,230until 1 Feb
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MarbellaScheduled
1 – 5 Mar 2027€5,400€4,860until 8 Feb
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MilanScheduled
1 – 5 Mar 2027€6,000€5,400until 8 Feb
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MunichScheduled
8 – 12 Mar 2027€5,400€4,860until 15 Feb
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MuscatScheduled
15 – 19 Mar 2027€5,300€4,770until 22 Feb
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OnlineScheduled
21 – 25 Mar 2027€1,700€1,530until 1 Mar
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ParisScheduled
29 Mar – 2 Apr 2027€5,700€5,130until 8 Mar
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RabatScheduled
5 – 9 Apr 2027€4,300€3,870until 15 Mar
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RiyadhScheduled
12 – 16 Apr 2027€4,200€3,780until 22 Mar
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RomeScheduled
19 – 23 Apr 2027€5,800€5,220until 29 Mar
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SalalahScheduled
19 – 23 Apr 2027€5,300€4,770until 29 Mar
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Sharm El-SheikhScheduled
26 – 30 Apr 2027€4,300€3,870until 5 Apr
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ParisScheduled
27 Sept – 1 Oct 2027€5,700€5,130until 6 Sept
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Available in: Istanbul · Dubai · London · Riyadh · Doha · Amsterdam

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