Program Overview
International executive programs
Effective Key Account Management
Developing Key Account Management Best Practices
In an environment where markets are becoming more competitive, products and
services are rapidly commoditizing, and customers are increasingly savvier and more
demanding, the role of the Key Account Manager is becoming more relevant and
challenging than ever. In today’s competitive and demanding markets, executives
must gain a deeper understanding of customer needs, and therefore, should be able
to anticipate potential competitive responses to their actions and provide plausible
and profitable solutions. This program is designed to equip account managers with
new tools and techniques to help them successfully and profitably manage their key
account relationships.
Effective Key Account Management is an intensive three-day international executive
program that provides participants with cutting-edge frameworks, perspectives and
techniques to develop and manage value based customer strategies in order to gain
a deeper understanding of the whole process of Key Account Management.
Program Objectives
This program focuses on core strategic management and people management issues
that facilitate the implementation of Key Account Management best practices:
identifying key customers, their needs and how to meet them, as well as the
establishment of rewarding long-term client-company relationships that add value.
Participants will develop a sound understanding of how to:
• Analyze, identify and prioritize − through segmentation − the value, costs,
benefits and risks offered by each key account.
• Gain a deeper understanding of customer needs.
• Manage their Sales Force successfully.
• Perceive a global overview of strategic market potential by means of Key
Account Management.
• Develop and manage a portfolio of valuable and profitable customers by
offering a unique value proposition.
• Understand their clients’ decision making process and how to gain from it.
• Use value-based pricing strategies to preserve margins.
• Improve management skills and competences, including negotiation abilities
that create value.
Program Structure
The program features several thought-provoking modules that address numerous
issues of concern for Client-Relationship Managers. Topics to be discussed include:
Key Account Management
With this introductory session participants will gain insight on how to analyze their
customer’s needs and identify Key Accounts.
Key Account Planning and Strategy
An effective key account strategy requires careful advanced planning and
implementation. This session will outline the main steps that must be taken, and
provides a framework for mapping out your key account strategies.
Managing Global Accounts
As companies grow, so does their need to efficiently manage customers in multiple
parts of the world, often with different requirements and capabilities. This session
will examine successful strategies used by companies in managing global customers.
Developing a Customer Value Proposition
Here the focus will be placed on Customer Value Management and the three steps to
obtain an optimum Customer Value Proposition (CVP). We will also offer innovative
General Information
Price: €3,800
Location: Madrid, 18, 19 and 20 of November, 2009 and April 2010
For further information, please contact:
Karen Hobbs
International Executive Program Manager
María de Molina, 27
28006 Madrid, Spain
Tel.: +34 91 568 97 64 / 96 69
Karen.Hobbs@ie.edu
www.execed.ie.edu/internationalprograms
price and margin strategies and how to differentiate your offering from that of
competitors’ when developing your unique value proposition.
Negotiating for sales and marketing success
Negotiation skills are an essential prerequisite to ensure that company negotiating
objectives are achieved while keeping everybody happy within the organization.
Participants will be provided with the necessary tools to negotiate effectively in
complex situations, not only within their Sales and Marketing departments, but also
in any given context in which negotiation skills would be required.
Who this Program is Designed for
This program has been designed for executives who have a direct impact on in their
firms’ marketing and sales strategic outcome. The program will also be of interest
to Strategic Directors, Purchasing Managers, Distribution Managers, Business
Development Directors and Senior Consultants, among others.
The program is particularly targeted at, but not limited to:
• Key Account Managers.
• Chief Marketing Managers.
• Managing Directors.
• Sales Directors.
• Senior Marketing Managers.
• Senior Sales Managers.
• Senior Business Managers.
• Human Resource Department Heads.
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