Key Account Management

The one common mistake many organizations, both small and big tend to make and repeat, is to treat all their accounts with the same business model. It is never too late, however, to correct the situation and start looking at your account type and process more closely. You will notice, there is a key difference in the account types, organizations like yours, have in their portfolio.

Key Account Management is a strategic approach distinguishable from account management or key account selling and should be used to ensure the long-term development and retention of strategic customers. The acronym used by professionals in this industry is KAM.

Key Account Management is a process that helps sustain and expand relationships with important key accounts and will work closely with multiple business departments in order to maintain and further develop the relationships with the key accounts. Key Account Management also known as strategic account management is responsible for the achievement of sales quota and is assigned key objectives/metrics relevant to key accounts.

This course aims to get participants to be able to: 
* Understand Key Account Management Fundamental
* Prepare Key Account Management Plan (Objective, Strategy, Program) 
* Understand Key Success Factors and Key Failure Factors
* Apply appropriate Key Account Management methodologies and tools
* Set up Key Account Management Performance Indicator (KPI)
* Sustain Key Account through Managing Key Account Experience

Certificate of completion (supplied by PasarTrainer)

Training Material

The test will be conducted through Google Forms 

A multiple-choice test to assess the participants' proficiency level prior to enrolling in the training program.

Pre-Test (20 Questions - Closed book) 

Topics covered in this module: 

•        Managing Key Account Experience

•        Key Account Experience Gap

•        Key Account Experience Cycles

•        Key Account Intimacy

In this module, participants will learn how to measure Key Account Experience. 

Module 5: Key Account Experience 

Topics covered in this module: 

•        Measuring Key Account Profitability & Lifetime Value

•        Key Account Profitability (KAP)

•        Key Account Lifetime Value

•        Competitive Comparison

In this module, participants will learn how to measure Key Account Profitability.


Module 6: Key Account Profitability 

Topics covered in this module: 

•        What is Key Account Management?

•        Key Account Definition

•        Knowing Your Client

•        Key Accounts vs. Profitable Key Accounts 

•        Characteristic of Key Accounts

•        Classify & selecting Key Accounts


This module serves as an introduction to the topic of Key Account Management. 

Module 1: Introduction to Key Account Management 

Topics covered in this module: 

•        Business Position Mapping and Analysis

•        Key Accounts Goal and Forecasting

•        New Client Acquisition and Retention Program

Module 2: Knowing Your Account 

Topics covered in this module: 

•        The Stage

•        The Strategy

•        The Processes

•        Key Account Performance Indicator (KPI)

•        Sustainability (Image & Perception)

Module 7: Key Account Relationship Management 

This module teaches participants the right way to handle mental block in Key Account Management 

Module 8: Handling Mental Block 

Group role play/exercise on the topic of Key Account Development. 

Exercise: Key Account Development 

Group role play/exercise where participants will practice mental block elimination in Key Account Management. 

Exercise: Key Account Classification and Objectives 

Topics covered in this module: 

•        Creating Key Account Strategy and Plan   

The aim of this module is to get participants to learn how to develop Key Account strategy & plan. 

Module 3: Key Account Strategy & Plan 

The test will be conducted through Google Forms.

A multiple-choice test to assess the participants' proficiency level after enrolling in the training program.

Post-Test (20 Questions - Closed book) 

Group role play/exercise on the topic of Key Account Classification and Objectives. 

Topics covered in this module: 

•        Implementing Key Account Strategy and Plan

•        Time and Territory Management

•        Planning Account Interaction and communication

•        Time Analysis

•        Routing Patterns

•        Selecting effective and efficient route

•        IT enabler Key Account Management
