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VCL Certification: Strategic Key Account Management

Leading Collaborative KAM Executions

Description

Vast changes worldwide are transforming customers across industries. Decision-making is rapidly shifting from individual buyers to a diverse set of institutional stakeholders, including corporations, procurement teams, regulatory bodies, and strategic partners. The increasing demand for value creation is driving this evolution. While some customers are already more sophisticated than others, all are continuously developing new capabilities to enhance efficiency, optimize performance, and achieve better business outcomes. A Key Account Manager (KAM) must strike the right balance between commercial objectives and other critical considerations, strategically planning engagement points and mapping the needs of key decision-makers.

Over the past decade, the stakeholder landscape has evolved, leading many companies to align their account management strategies with Key Account Management (KAM) principles. While this approach has shown success, many organizations struggle to transition into a true KAM model fully. In some cases, traditional sales or relationship management roles have been rebranded as Account Managers, but without the necessary tools, training, and structural changes to support this shift effectively.

Duration: 3 Parts – 6 days in total

Location: Virtual & Riyadh (In-class)

Price: 7,950 €

Fill in your information to apply and download the brochure!

What you will learn

Part 1

Planning the Value

  • Understand the concept of connecting to accounts from a wider perspective and be able to define the knowledge and skills required to become successful in penetrating key accounts.
  • Understand the different types of behaviours in a given key account and how to manage them (for current & new accounts).
  • Segmenting customers based on their different demand drivers.
  • Understand the value-based unique selling key account planning approach.
  • Devise an effective prospecting plan for the right key accounts. Help the cross-functional team to engage and inspire various stakeholders to value your company’s offer through value mapping.
  • How to plan to handle the price issue with the key accounts versus the competition?
  • Using the FUD strategy to undermine the Competitors’ Price war.


APPLICATION  ASSIGNMENT

Part 2

Communicating the Value

  • Learn how to create and maintain an account relationship, (zipping and networking in the accounts’ organisation).
  • Understand the importance of maintaining relationships of mutual benefit through networking.
  • Assess the significance of the relationship between your organization and the decision-making unit in a given key account.
  • Develop the ability to understand how you are perceived by the key accounts and assess your organisation’s credibility with them.
  • Learn the S-curve and match your benefits with the key account value.
  • How to level up the skills to lead collaboratively internally and externally in an emotionally appealing & commercially viable influencing style.
  • Proactive account management & process improvement.


APPLICATION  ASSIGNMENT

Part 3

Leading Cross-functional Collaborative Executions

  • Learn how to prioritize and set goals in order to be aligned with objectives set by your organisation. This will enhance their accountability and enable them to achieve these goals within their given deadlines.
  • Understand the various types of highly collaborative teams, and how to overcome silo mentalities and organizational inconsistencies.
  • Strengthen relationships so they can take full advantage of their collective intelligence.
  • Managing execution through effective collaboration with internal and external stakeholders.
  • The role of accountability in the achievement of business results and the improvement of both individual and organizational performance.
  • Understand the complexity of negotiation and the role of KAMs in reaching a mutual win-win situation to optimize access and value
  • Proactively think about how to solve problems to ensure alignment of local value & KAM access strategies with global strategies.
  • Understand what is conflict, why it happens, and how to handle it.
  • Assess the degree to which the team presently has CLARITY, AGREEMENT and EFFECTIVENESS in managing key accounts.

APPLICATION  ASSIGNMENT

Target Audience

This program is designed for Key Account Managers (KAMs), Sales Directors & Managers, and Product Managers, across various industries and focuses on their pivotal role in managing high-value clients and driving long-term business relationships.

Pre-course Requirements
Knowledge Assessment
Support Tools

Coaching

Post-course Requirements

Post Program Evaluation
Learning Passports
Certificate

Support Tools

Micro-Learning: Articles, Tips, Recommended Reading
Macro Learning: Experiential Learning – Assignment – Project 

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