Key Account Management

Program Days:

10 half days

Live Online 

  • May 28, 31, 2024
  • June 7, 11, 14, 18, 21, 25, 2024
  • 5:30 PM to 9:00 PM

Face to Face On-campus

  • June 28, 2024
  • 8:30 AM to 5:00 PM

(GMT+08) on all dates

PHP 50,990.00 or USD 927.00*

*The prevailing exchange rate at the date of payment may apply.
Alumni status will be granted upon completion of the program.

Program Overview

You have probably heard it before: 80% of your business comes from 20% of your customers.

These key accounts often comprise most of a company’s total revenue. While the breakdown may differ from company to company, this Pareto principle generally holds true. Some customer accounts are simply more valuable than others. And losing one of those critical accounts could have dire consequences for your business’s bottom line and long-term viability.

Because these customers represent such a significant portion of your business, it makes sense that you should invest in their long-term satisfaction and success with your company.

The ultimate purpose of Key Account Management is to develop long-term, mutually beneficial business relationships with specific top customers to meet strategic goals and optimize value in both companies.

The Key Account Manager is considered part of a company’s sales team, but they are not your standard salespeople. Account management is not about volume sales or fast-talking sales tactics but about earning trust and building authentic connections.

It is about relationship management, communication, problem-solving, partnership, and collaboration. This is particularly true In the enterprise market, where 80% of revenues come from 20% of the company’s customers. The account managers managing these important accounts must possess good communication and strategic decision-making skills and strong leadership qualities to build partnerships.

In this course, participants will learn how to develop successful key account management strategies for their company. The program will take the participants on a journey – from introducing them to successful sales processes to equip them to design their sales strategies for key accounts, manage a portfolio of brands for selling, and finally think about how to embed the sales operating discipline at all levels of the
organization. Participants will be exposed to several resource industry experts who can share real-life best practices in critical areas of commercial operations.

Program Objectives

At the end of the course, participants will be able to:
1. Develop key account management program for key accounts
2. Understand sales operations management strategy
3. Develop and execute a joint business programs with top accounts
4. Learn the key account processes and demands
5. Define Channel Marketing and its key elements
6. Create sales operations strategies in key accounts
7. Manage the mutl-functional Teams and Stakeholders in Sales management

What You Will Learn

• Key Account Management
• Budget Management
• Sales & Operations Planning
• Demand Management Planning
• Category Planning and Space Management
• Supply Management Planning
• Brand Activations
• Strategic Trade Planning
• Customer Value Analysis
• Business Analysis and Review

Key Benefits
  • Understand the concept and importance of Sales & Operations Planning Cycle
  • Create a strategic key account plan for top customers
  • Drive an effective Sales Promotions and Budget Management process
  • Develop and create a good Primary Sales Forecasting model
  • Execute Brand Activation with Excellence in top accounts
  • Understand SKU Portfolio Management in the top accounts
  • A deeper understanding of Category Business Planning in top accounts
  • Understand Channel Business Planning and Customization
  • Drive and create Shopper Loyalty Programs
Who Should Attend

The program is intended for those new, aspiring, and experienced Sales Managers, Trade Marketing Managers, Brand managers, marketing managers, supervisors, and specialists. This is also open to business owners and professionals who need solid knowledge of the fundamentals of marketing management, namely:
• Key Account Managers
• Sales Managers
• Category Managers
• Senior Brand/Brand Managers
• Trade Marketing Managers
• Sales Professionals with additional marketing responsibilities
• Brand Assistants/ Managers/Directors
• Senior Business Managers
• Merchandising Buyers/Category Buyers of Retailers
• Start-up Entrepreneurs who need to develop a Sales and Marketing plan for Innovation