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Lagos Business School

Strategic key Account Management

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This programme is designed to provide a conceptual framework for understanding strategic customer relationships, as well as tools for designing and implementing a Strategic Accounts Management (SAM) programme to develop relationships. Whether you are already managing strategic accounts or looking to start a programme on a local or global scale, this workshop will help you manage & grow strategic account relationships as assets.


  • Strategic Accounts: A definition.
  • Optimizing your strategic account sales team
  • Selecting and classifying Strategic Accounts
  • Resourcing for Strategic Account Management
  • Building your business acumen
  • Strategic Account Plans
  • Selling to Executives
  • Sales Opportunity Management
  • SAM & Global Accounts
  • Relationship Development & Navigating Politics with Key Officers & Executives
  • Negotiating large account uncover strategies to win clients for life
  • Leveraging Marketing to Support SAM Initiatives
  • Applying Technology in Strategic Account Management

Key Learning Outcomes

Participants will walk away knowing how to:

  • Build business acumen
  • Develop a strategic perspective on sales and customer relationships
  • Optimize strategic account sales team
  • Understand what drives strategic account decisions
  • Recognize and overcome pressure tactics
  • Create an action plan that will increase chances of success

Who should attend

  • Key Account Managers
  • Customer Relationship Managers
  • Sales Executives
  • Business Development Managers


Dr. Tayo Otubanjo is a senior lecturer at Lagos Business School. He facilitates full-time and executive MBA modules in marketing management. He is a Visiting Research Fellow at Warwick Business School, University of Warwick (UK) and a Visiting Scholar at Spears School of Business, Oklahoma State ...
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