Course Outline

Module 1: Foundations of Key Account Management

• Defining key accounts and their business impact

• Criteria for account selection

• Case Study: Transition from transactional selling to strategic account management

Module 2: Stakeholder Mapping & Engagement

• Identifying decision-makers and influencers

• Building stakeholder relationship maps

• Group Exercise: Map stakeholders for a multinational client

Module 3: Strategic Account Planning

• Creating account blueprints and growth roadmaps

• Aligning client and organizational objectives

• Real-Life Project: Develop an account plan for a target client

Module 4: Co-Creation of Value

• Joint business planning with clients

• Collaborative innovation approaches

• Simulation: Co-designing a value proposition with a key client

Module 5: Advanced Communication & Influence Skills

• Executive-level presentation skills

• Negotiating long-term contracts

• Role Play: C-level meeting for a 3-year partnership

Module 6: Managing Global & Complex Accounts

• Handling multi-region accounts

• Conflict resolution and cultural awareness

• Case Study: Managing a global pharmaceutical account

Module 7: Metrics & Performance Tracking

• KAM dashboards and KPIs

• Measuring relationship health and revenue growth

• Exercise: Build a KAM scorecard

Module 8: Risk & Opportunity Management

• Anticipating threats to key accounts

• Identifying hidden opportunities

• Group Project: Create a risk/opportunity matrix for a client

Module 9: Building Long-Term Partnerships

• Trust-building practices

• Creating joint success stories

• Activity: Develop a client loyalty program

Module 10: Capstone Project

• Participants present a complete key account management strategy

• Peer review and facilitator feedback