Key Account and Relationship Management

What this subject covers

Lesson topics

1. What Is Key Account Management? Why Some Accounts Deserve Special Attention
2. Identifying and Segmenting Key Accounts
3. The Key Account Manager Role: Responsibilities and Mindset
4. Building Multi-Level Relationships Within an Account
5. Strategic Account Planning
6. Understanding the Account's Business, Not Just the Contract
7. Delivering Consistent Value Beyond the Initial Sale
8. Coordinating Internal Resources on Behalf of the Account
9. Business Reviews: Structuring Regular Account Check-Ins
10. Managing Renewals and Long-Term Retention
11. Cross-Selling and Upselling Within Key Accounts
12. Protecting Account Profitability Alongside Relationship Health
13. Handling Account Dissatisfaction and Service Failures
14. Measuring Key Account Health and Satisfaction
15. Account-Based Marketing: Aligning Sales and Marketing on Key Accounts
16. Understanding Buying Centre Dynamics in Key Accounts
17. Global and Multi-Site Key Account Management
18. Managing Competitive Threats Within an Existing Account
19. Internal Advocacy: Representing the Account's Interests Internally
20. Succession Planning for Key Account Relationships
21. Key Account Management Technology and CRM Practices
22. Aligning Key Account Strategy With Overall Business Strategy
23. Building Trust Over the Life of a Long-Term Relationship
24. When to Exit a Key Account Relationship
25. Building a Career Specialism in Key Account Management