KEY ACCOUNT MANAGEMENT
Key Account Management (KAM) is a strategic function focused on nurturing long-term, high-value client relationships to drive mutual growth and profitability. Its importance lies in delivering tailored solutions, enhancing collaboration, and ensuring alignment with client objectives. This course is structured into 10 chapters and takes learners from understanding the strategic role of KAM to mastering key account principles and application
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Course Overview
Key Account Management (Introduction )
Key Account Management (KAM) is a strategic function focused on nurturing long-term, high-value client relationships to drive mutual growth and profitability. Its importance lies in delivering tailored solutions, enhancing collaboration, and ensuring alignment with client objectives. This course, structured into 10 chapters, takes learners from understanding the strategic role of KAM to mastering the skills and responsibilities required for a successful Key Account Manager.
10 Chapters of Key Account Management
1. The role of KAM
2. Selection & Categorization
3. Stages of Relationship
4. Relationship Development
5. Buyers
6. Account profitability
7. Analyzing Key Accounts
8. Marketing Planning For KAM
9. Deploying Processes
10. KAM Role
This course ensures that participants can apply theoretical insights to real-world scenarios by leveraging high-quality content, practical case studies, and interactive exercises. With a strong focus on actionable tools and strategic applications, students will build their Key Account Management (KAM) expertise and enhance their ability to develop impactful account strategies. Whether you are a beginner seeking a solid foundation or a professional looking to refine your skills, this program offers a comprehensive pathway to mastering the complexities of KAM and achieving measurable success in your career.
What Students Will Gain from This Course
This course equips students with a deep understanding of the role and significance of KAM, practical tools to design client-centric strategies, and skills to align with stakeholder needs. It emphasizes relationship building, execution excellence, and continuous learning. Students will gain the expertise to excel in strategic account management and drive business growth.
Schedule of Classes
Course Curriculum
1 Subject
Key Account Management
1 Exercises • 123 Learning Materials
KAM - The Role of KAM
F2F INTRODUCTION
Crucial Role of KAM
What is a Key Account.
Aligning Corporate Strategy to KAM
Directional Summary
Your knowledge of your customer KYC
KAM’s place in your organisation
Selection Parameters for Key Accounts
How many accounts do we list in KAM ?
Selecting Key Accounts
Customer Segmentation
Segmenting , Selecting & Categorizing Customers
Customer Experience
Chapter Summary
KAM - Selection and Categorization
F2F INTRODUCTION
CHAPTER INTRODUCTION
Approach and Adoption
Segmenting Customers
Customer Definition
Categorization Characteristics
Know your Customers
Customer Needs Analysis
Strategic Planning for KAM
Categorizing Accounts
Selecting Customers
Customer Definition
Assessing and Segmenting Customers
Applying Selection Criteria for Customers
Customer expectations
Chapter Summary
KAM - Stages of Relationship
F2F INTRODUCTION
Introduction to KAM Stages
Exploratory Stage
Basic Stage
Cooperative Stage
Interdependent Stage
Integrated Stage
Summary of relationship Stages
Customer Desired Features
Stakeholder Mapping
SUMMARY of Chapter
KAM - Relationship Development
Introduction
Customer Development Stages
Multi Level Engagement
Development Stages
Relationship Building
Relationship Building for Development
SUMMARY
F2F INTRODUCTION
F2F INTRODUCTION
KAM - Buyers
F2F INTRODUCTION
INTRODUCTION
Buyers Perspective
Cost Reduction
Risk Reduction
Buying Co - Strategic Directions
Strategies for Buyers
Supplier Features
Sole Vs Chain Organisations
Buyer - Seller Engagement Strategies
Sources of Power
Porters 5 Forces
SUMMARY of CHAPTER
KAM - Account Profitability
F2F INTRODUCTION
CHAPTER INTRODUCTION
Identifying Key Accounts
Identifying Key Accounts
Key Account Value Analysis
Accounting Explanations
Value Analysis
Calculating KA Profitability
Business profitability Segments
Risk and Reward
SUMMARY of CHAPTER
KAM - Analyzing Key Accounts
F2F INTRODUCTION
CHAPTER INTRODUCTION
DIRECTIONAL SUMMARY
ACCOUNT CLASSIFICATION
COMPONENTS OF A KEY ACCOUNT PLAN
ACCOUNT SELECTION CRITERIA TOOL # 9043
KEY RATIOS
ACCOUNT HISTORY AND ANALYSIS
PROFITABILITY ANALYSIS
CHAPTER SUMMARY
KAM - Key Account Plans
F2F INTRODUCTION
CHAPTER INTRODUCTION
OVERALL DIRECTION
COMPONENTS OF A KEY ACCOUNT PLAN
KAM ACCOUNT OVERVIEW
RELATIONSHIP ASSESSMENT
COMPETITIVE LANDSCAPE
STRATEGIC GOALS
OPPORTUNITY PIPELINE
ACCOUNT STRATEGIES AND TACTICS
ACTION PLAN
UNDERSTANDING BUDGETS
METRICS AND KPIS
REVIEW AND ADAPTATION
CHAPTER SUMMARY
KAM - Deploying Processes
F2F INTRODUCTION
CHAPTER INTRODUCTION
KEY ACCOUNT IDENTIFICATION PROCESS
ANALYSIS PROCESS
KEY ACCOUNT PLANNING PROCESS
ENGAGEMENT AND RELATIONSHIP
PERFORMANCE MONITORING
RISK MANAGEMENT
REPORTING AND GOVERNANCE
TRAINING PROCESS
TECHNOLOGY INTEGRATION
BUILDING PROCESSES
PROCESS STEPS IN THE KAM PLAN
ONLINE TOOLS FOR KAM PROCESSES
CHAPTER SUMMARY
KAM - The KAM Role
F2F INTRODUCTION
CHAPTER INTRODUCTION
ICEBERG EFFECT
KAM ROLE No 1
KAM ROLE No 2
KAM Role No 3
TRIFECTA
TIME MANAGEMENT
CHAPTER SUMMARY
KAM - Certification QUIZ
Key Account Management - Certificate Level Program Assessment
Certification Quiz - Key Account Management
Course Instructor
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Sudarshan Raman
11 Courses • 98 Students
Professional with extensive experience in B2C and B2B sectors across the Middle East, Pakistan, Africa, and CEE / NA markets. Focuses on trade marketing, marketing, KAM, sales, business transformation, and business skills. Worked with AEG, P&G, Rothmans, BAT, Bayer, Durex, BiC and 3M. Expertise spans 250+ categories, focusing on Analysis, Planning, Implementation & Control.
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