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Updated in [October 07th, 2023]

What does this course tell?
(Please note that the following overview content is from the original platform)
Key account management (KAM) is crucial to any organisation for maximising the potential of their sales efforts. Key account managers are expected to use their interpersonal skills to respond to existing customers' requests and ensure their satisfaction and happiness. We have created this course to help you understand KAM concepts and responsibilities better. We begin by defining what it is, its dimensions, the stages of the relationship with key accounts, and how it differs from sales.
A successful KAM consists of four components, the first of which is identifying key accounts. This course discusses the components of each KAM element in detail. Learn about the characteristics and needs of a potential key account manager and how to build and deliver value to key accounts. Learn about account plan metrics, portfolio analysis, marketing differentiation and planning processes, as well as how to ensure that all actions result in desirable, quantifiable outcomes through ongoing monitoring and attack plan status updates.
Developing and growing key accounts necessitates critical technical and soft skills. We explore the significance of creating and managing relationships with influential clients. Finally, you will learn the importance of record-keeping for KAM and internal KAM activities. Learn about value propositions and the customer activity cycle. This course is for anyone who wants to become a competent key account manager and develop a strategy and program structure to serve and grow key accounts within an organisation. So why postpone your decision? Register today!


We considered the value of this course from many aspects, and finally summarized it for you from two aspects: skills and knowledge, and the people who benefit from it:
(Please note that our content is optimized through artificial intelligence tools and carefully reviewed by our editorial staff.)
What skills and knowledge will you acquire during this course?
During this course, learners will acquire the following skills and knowledge:
1. Understanding Key Account Management (KAM) concepts and responsibilities.
2. Identifying key accounts and understanding the components of each KAM element.
3. Learning about the characteristics and needs of a potential key account manager.
4. Building and delivering value to key accounts.
5. Understanding account plan metrics, portfolio analysis, marketing differentiation, and planning processes.
6. Ensuring that all actions result in desirable, quantifiable outcomes through ongoing monitoring and attack plan status updates.
7. Developing and growing relationships with influential clients.
8. Importance of record-keeping for KAM and internal KAM activities.
9. Understanding value propositions and the customer activity cycle.
10. Developing a strategy and program structure to serve and grow key accounts within an organization.
By completing this course, learners will become competent key account managers and be equipped with the necessary skills and knowledge to effectively manage key accounts and maximize sales efforts.
Who will benefit from this course?
This course on Understanding Key Account Management will benefit individuals who are interested in or working in the field of sales and customer relationship management. Specifically, it will be beneficial for:
1. Sales professionals: Sales representatives and managers who are responsible for managing key accounts will benefit from this course. It will provide them with a comprehensive understanding of key account management concepts, strategies, and techniques to effectively serve and grow key accounts.
2. Customer relationship managers: Professionals who are responsible for building and maintaining relationships with customers, especially key accounts, will find this course valuable. It will equip them with the necessary skills and knowledge to effectively manage relationships, meet customer needs, and ensure customer satisfaction.
3. Business development executives: Individuals involved in business development and growth strategies will benefit from this course. It will provide them with insights into identifying and targeting key accounts, developing value propositions, and creating account plans to drive business growth.
4. Marketing professionals: Marketers who are involved in differentiating products or services in the market will find this course useful. It covers topics such as marketing differentiation, portfolio analysis, and planning processes, which can help marketers align their strategies with key account management objectives.
5. Entrepreneurs and business owners: Individuals who own or manage their own businesses can benefit from this course by understanding the importance of key account management and how it can contribute to business success. It will provide them with the knowledge and skills to develop a strategy and program structure to serve and grow key accounts within their organization.

Course Syllabus

Fundamentals of Key Account Management

Account Planning and Value Preposition

Course assessment