Course Overview

This course offers a strategic foundation in Key Account Selection and Categorization, designed specifically for FMCG professionals. It introduces a clear directional approach to identifying, segmenting, and managing key customers based on potential, needs, and value contribution. Participants will explore how to define customer types, apply selection criteria, understand expectations, and develop customer-specific strategies that align with organizational goals. With a structured framework for strategic planning and adoption, this course ensures actionable insights for more focused, profitable account management.

Lesson Structure

1. Directional Summary
   Understand the business case for focused customer segmentation and its impact on execution and growth.

2. Approach & Adoption
   Explore the steps for embedding customer selection and categorization into your KAM processes and team practices.

3. Customer Definition
   Learn how to define customers based on structure, influence, and strategic value.

4. Segmenting Customers
   Build segmentation models using volume, value, growth potential, and strategic fit.

5. Categorization Characteristics
   Identify key characteristics to classify customers into meaningful tiers.

6. Know Your Customers
   Use tools and frameworks to deeply understand customer profiles, roles, and influence.

7. Customer Needs Analysis
   Map customer needs against your service model and capabilities to identify alignment gaps.

8. Strategic Planning for KAM
   Link customer segmentation to account planning, resource allocation, and value creation.

9. Selecting Customers
   Apply criteria to determine which customers qualify as key accounts and why.

10. Customer Expectations
    Understand what different account tiers expect in terms of value, service, and partnership.