Sales and MarketingKey Account Management
A small number of accounts usually produce most of the revenue, and they are commonly managed by whoever sold them originally, through a single contact who may leave. This course covers managing them deliberately. Delegates work through account selection, because designating too many accounts as key means none of them are, and account planning built on an understanding of the customer's own business and pressures. Relationship mapping across the buying organisation is covered, including the contacts you have never met who can end the relationship. Growth planning, cross selling and the difference between service and value are addressed. Governance including review meetings and joint planning follows. The course closes on protecting an account under competitive attack and on the renewal that is decided long before it arrives.
Course objectives
- Select which accounts genuinely warrant key account treatment
- Build an account plan grounded in the customer's own business
- Map relationships across the whole buying organisation
- Reduce dependence on a single contact
- Plan growth and cross selling from customer need
- Run review meetings and joint planning that customers value
- Defend an account under attack and secure renewal early
Who should attend
- Key account and relationship managers
- Sales managers and directors
- Customer success and service delivery leads
- Technical staff supporting major accounts
- Executives sponsoring strategic customer relationships
Course outline
- 01Most revenue, least deliberate management
- 02Account selection and designation
- 03Understanding the customer's business
- 04Account planning
- 05Relationship mapping and single point dependence
- 06Growth, cross selling and value
- 07Governance and joint planning
- 08Competitive defence and early renewal
Scheduled sessions
| Dates | Venue | Format | Price | Register |
|---|---|---|---|---|
| 4 to 6 November 2026 | Online | Online | R6,500 per delegate | Register Now |
| 7 to 9 December 2026 | Lagos, Nigeria | Classroom | USD 995 per delegate | Register Now |
| 23 to 25 December 2026 | Addis Ababa, Ethiopia | Classroom | USD 995 per delegate | Register Now |