ISM Endorsed Strategic Account Management

Program Overview

A small number of strategic accounts often generate a large share of revenue and growth, and losing one can be costly. This program shows how to select and classify strategic accounts, analyse customer business and buying centres, map stakeholders and relationship coverage, build long-term account plans, co-create value with the client, coordinate cross-functional account teams, and govern the relationship through executive sponsorship and joint reviews. Cases reflect Gulf settings such as government entities, national champions and large family groups, where multi-year relationships and senior-level trust are decisive.

Learning Outcomes

• ✓Classify accounts by strategic value and attractiveness to select those for strategic management.
• ✓Analyse a client's business priorities, buying centre and decision-making process.
• ✓Map stakeholder relationships and identify coverage gaps and risks.
• ✓Build a strategic account plan with growth objectives, value initiatives and actions.
• ✓Calculate account profitability and customer lifetime value to guide investment.
• ✓Design a governance model with joint business reviews and executive sponsorship.

Target Audience

• Key and strategic account managers
• Senior sales and relationship managers
• Business development leaders responsible for major clients
• Customer success and service managers for large accounts

Detailed Program Modules

Training Methodology

Applied Project & Assessment