Global Account Management: Creating Future-Proof B2B Customer Relationships

Columbia Business School

Columbia Business School


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Who should attend

The program is designed for senior-level sales executives, global and strategic account managers, and executives who manage account-based sales teams. The program focuses mainly on the seller’s perspective in global business-to-business relationships, but also links insights into strategic alliances management across industries.

About the course

Agile collaboration between suppliers and customers is paramount for success in complex, global business relationships. But only few companies have really mastered it. In the Global Account Management: Creating Future-Proof B2B Customer Relationships program, you will develop the skills needed to transform your global customer relationships and become an integral part of your global customers strategies and action plans.

Building on over 20 years of frontline research and practice, the Columbia Business School faculty who teach in this program provide sales executives and account managers with the knowledge, skills, and tools to successfully compete in the global sales arena and manage global business-to-business relationships effectively.

Over three days, participants learn how leading companies organize their global customer operations of the future. From customer asset management and account strategy and planning to executive sponsorship and agile collaboration, the program faculty have developed some of the key concepts of today’s state-of-the-art global customer management.

Discussing and sharing concrete ideas to elevate your own global customer management practice beyond the competition's, participants work together in a safe, peer-only environment. At the end of the program, each participant will have developed a tailor-made global account management roadmap and walk away with a hands-on action plan for a global customer.


Managing global customer-relationships requires shifting from a product-centric to a customer-centric perspective in order to build high-value business relationships in a new, agile way. During this program, you will learn how to:

  • Understand what global customers really require from their global suppliers and apply these insights to your industry
  • Stop "selling" value to your customers, and instead engage them in a strategic dialogue on how to shape the future together via joint value creation activities
  • Develop your future global account management strategy by mapping your organization‘s position in the global account management journey, benchmarking it against best-in-class examples and developing a hands-on roadmap to implement your program
  • Develop and test an actionable game-changer strategy to take the relationship with a global customer to the next level of excellence


This program uses a combination of interactive sessions, case studies, and exercises to apply key insights to your own business practice. An integral part of the program curriculum are real-life cases from participants' organizations. During the first two days, participants will work on their own global account management program‘s future setup. On day three, they will develop and test a strategy and action plan for a real-life customer of their choice. Three months after the program, participants are invited to review their progress in a coaching call with the program faculty.

Day 1 starts with an introduction on the transition from global selling to global customer management. Building on the results of a pre-program assessment, you will identify your position in the customer-centricity journey and develop a next-generation global sales program. Most importantly, you will compare your own approach with best-in-class examples from various industries and learn from seasoned practitioners how you can apply a winning approach to your own business reality.

Day 2 focuses on orchestrating winning business relationships, leveraging knowledge for value creation, and transforming the sales and account manager role in the digital area. Through a customer-centric leadership assessment, you will identify the strengths and weaknesses of your global sales approach relative to competition, identify the customer asset management profile of the future, and develop an implementation plan for your next-generation global account management program.

Day 3 focuses on the practical aspects of high-value business relationships. You will learn how to design, maintain, and innovate such relationships in your own industry and how to quantify the implications that will result from a well-orchestrated approach. Finally, you will conduct a 360-degree assessment of a customer relationship of your choice and test game-changer strategies and action plans for immediate implementation after the program.


Christoph Senn

Christoph Senn is adjunct professor at Columbia Business School, senior lecturer at the University of St. Gallen, and chairman of the Account Management Center. His work has been published in journals such as California Management Review, Journal of Business Strategy, Harvard Business Manager, an...

Noel Capon

Professor Capon teaches the Marketing Strategy core course and the electives Strategic Marketing in the Modern Corporation and Developing and Managing Strategic Customers. His research interests are in key/strategic account management, and marketing planning and strategy. He has published more th...

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Global Account Management: Creating Future-Proof B2B Customer Relationships at Columbia Business School

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Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

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