Key Account Management in B2B Markets


How long?

  • 3 days
  • in person



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Who should attend

This 3-day KAM training programme is right for you if you are a: * Manager who is responsible (or aiming) for managing Key (Global, Strategic, Major, Large, …) accounts * Key Account Team Managers or Director * Sales, Marketing, Commercial or Business Unit Managers or Director

About the course

In many companies 80% of sales is coming from 20% of the customers. However, are they contributing 80% of the profits? If not, a Key Account Management (KAM) approach may well be the only solution to solve this dilemma.

KAM is not a sophisticated sales technique; it is an integrated company approach to dealing with important or strategic clients of a company. The objectives of a KAM programme are to provide more added value to the customer, increase customer intimacy and enhance relationships in different business areas such as R&D, innovation, supply chain, etc. A well-managed KAM relationship will result in long term loyal relationships while improving profitability for both parties.

Key Account Managers play a crucial role in this relationship. They need to avail of a unique set of strategic planning, value added selling, negotiating and interpersonal skills. Successful Key Account Managers are trusted advisers for their clients while aligning and managing their company teams without formal authority.

How will you benefit?

After participating in this programme, you will grow your Key Account Management Skills & Competencies and be able to: * Build strategies to grow your Key Accounts * Develop powerful Key Account plans * Know how to move from transactional sales techniques to a strategic selling approach * Know how to get to real customer insight * Deep dive into the clients organization structure and decision making processes * Explore the building of powerful Customer Value Propositions * Grow customer intimacy and loyalty * Know how to build long term customer enterprise-level relations up to the C-suite * Create and manage a Key Account Team * Know how to manage without formal authority * Practise some effective communication skills * Apply the learning to your own organisation

During the programme you will:

  • Network and learn with a diverse group of peers from different industries and countries in an international environment
  • Develop a personal action plan to implement back at work
  • Learn and practise new skills using real-business-world examples and exercises over 3 interactive days

What will you learn and practice?

The Key Account Management in B2B Markets is a 3-day hands-on training programme, highly interactive with exercises and role plays. The programme will be led by an experienced facilitator with former management experience in international companies. The programme is structured in 3 parts, each designed to ensure an effective training experience:


  • Pre-workshop participant on-line questionnaire
  • Reading of selected relevant articles
  • Participants to select a Key Account and collect related data to prepare individually work during the training programme

During attendance

  • (Please read below the details of the modules)
  • Highly interactive presentations
  • Best practice sharing and peer learning
  • Group discussion and hands-on work in syndicate groups
  • Practise of innovation tools, frameworks and methods
  • Individual work on own innovation project


  • Receive additional reading material
  • Post-workshop audit after 6 weeks

Key Account Management in B2B Markets Course Outline:

Module 1 – Key Account Management Core Concepts

  • Key Account Management: what is it, what is it not and KAM myths
  • The new reality of B2B sales, marketing and supply
  • The different stages of Key Account Management
  • Key Account Management as a Sales System
  • Identifying and selecting Key Accounts
  • Learning from top performers in Key Account Management
  • Key Account Management Audit of your company

Module 2 – Knowing your Key Accounts

  • The customer buying cycle and Decision-Making Units
  • Relationship Mapping – Building the relationship
  • Getting to Customer Insight – The Empathy Map Canvas
  • Identifying the value drivers of your Key Accounts
  • Value Based Pricing
  • Customer Value Propositions
  • Practical applications on your Key Account
  • Module 3 – Key Account Management Planning

  • Mapping the Competitive Landscape

  • Recording company internal Strengths and Weaknesses

  • Elaborating and using the SWOT analysis

  • Setting SMARTER Key Account goals

  • Building strategies and initiatives for acquiring, growing and protecting Key Accounts

  • Developing your Key Account Plan Framework

  • The KAM Plan: practical application

Module 4 – Key Account Management implementation

  • Communication your Key Account Plan and getting to the ‘triple buy-in’
  • Implementation: the six Key Account Manager’s roles
  • Monitoring implementation progress: balancing short and long term
  • Customer Centricity – the unique competitive advantage
  • Key Account Plan Review & reporting cycle
  • Measuring and strengthen relationships with Key Accounts
  • Practical applications on your Key Account

Module 5 – Leading Without Authority

  • Leadership versus management
  • Building high-performance Key Account Teams
  • Leading without authority
  • Communicating and working at c-suite enterprise levels
  • Your leadership style: the Platinum Rule®
  • Dealing with change
  • Closing: mini case

Module 6 – Workshop conclusions

  • The present-day Key Account Manager profile
  • Key learning points
  • Your Personal Action Plan
  • Next steps


Pascal Gand

Pascal Gand has acquired over the last thirty years a deep expertise in the Sales and Marketing field and management with market leading Medical Device companies such as Hewlett-Packard Medical Product Group, Agilent Technologies, Philips Medical Systems, GE Healthcare, Welch Allyn and Hill-Rom. ...

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Key Account Management in B2B Markets at MCE

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