Strategic Account Management Training

Our course offers a deep dive into managing and growing strategic accounts through trust, collaboration, and co-created value. Learn to transition from transactional selling to long-term partnerships that drive sustained business impact.

Course Overview

Strategic Account Management (SAM) is more than just handling large clients—it's about nurturing high-value relationships that drive long-term profitability. This course equips professionals with the skills to build deep partnerships with key accounts, align internal resources to client needs, and stay competitive in complex business environments. Through practical tools, frameworks, and strategic insights, participants will learn to strengthen client trust, grow account value, and navigate internal and external challenges with confidence.

Course Objectives

  • Design and execute account strategies for long-term growth

  • Build and maintain high-trust relationships with decision-makers and influencers

  • Create customized value propositions tailored to client needs

  • Mobilize cross-functional teams to meet client expectations

  • Effectively manage internal and external challenges, including competition and escalations

  • Apply structured frameworks to manage complex deals and strengthen customer loyalty

Training Methodology

This course uses an experiential learning approach, combining:

  • Interactive lectures and discussions

  • Presentations and role plays

  • Case studies and real-world functional exercises

  • Peer learning

  • Hands-on sessions with current marketing tools

Our training model is based on “Do–Review–Learn–Apply” to ensure skill retention and applicability.

What’s in it for you?

    • Enhanced strategic alignment between marketing and company vision

    • Better productivity and goal tracking in marketing departments

    • Exposure to innovative and cost-effective marketing approaches

    • Strengthened brand presence and customer targeting

    • Improved use of analytics for performance tracking and optimization

    • Gain mastery over fundamental and advanced marketing concepts

    • Improve their ability to manage agencies and external partners

    • Learn to create impactful communication strategies

    • Be able to measure and optimize ROI

    • Develop a strong network of marketing peers

    • Stay relevant in a constantly evolving marketing landscape

Who Should Attend?

This course is ideal for professionals who work directly with high-value clients and wish to grow accounts strategically. Recommended for:

  • Strategic and Key Account Managers

  • Business Development Managers

  • Client Relationship Managers

  • Sales & Marketing Professionals

  • Service & Support Escalation Managers

  • Directors, CEOs, and Heads of Departments

  • Entrepreneurs and Start-up Founders

  • Professionals seeking a career pivot into account strategy or client leadership roles

Course Outline

    • The evolving role of a Strategic Account Manager

    • Fostering deep strategic client relationships

    • Economics and revenue models in SAM

    • Overview of essential sales tactics

    • Importance of customer-centric account planning

    • Opportunity analysis and strategic forecasting

    • Communication and risk mitigation plans

    • Performance metrics and leveraging tech tools

    • Understanding and applying RM frameworks

    • Enterprise Buyer Behaviour Model (BBM)

    • Identifying and engaging key stakeholders

    • Mapping influence, credibility, and trust

    • Building partnerships beyond transactions

    • Identifying and executing high-impact value opportunities

    • Leveraging change as a value-creation catalyst

    • Co-creating solutions with clients

    • Understanding the internal sales landscape

    • Mobilizing internal resources to deliver on promises

    • Influencing internal stakeholders for client success

    • Managing cross-functional collaboration challenges

    • The RACI Model in account planning

    • Working with marketing, product, finance, and legal teams

    • Enhancing delivery timelines and service flexibility

    • Shaping competitive commercial terms

    • Identifying competitive threats to strategic accounts

    • Using frameworks to monitor, assess, and respond

    • Developing resilience against disruption

    • Building alliances within client organizations

    • Entrepreneurial mindset in account management

    • Creating and pitching strategic growth plans internally

    • Strengthening top-line and bottom-line impact

    • Building business cases that win support and funding