Building a Winning Key Account Plan

(1 of 2 of the Strategic Key Account Management)
 
Key Account Management (KAM) has emerged as a major discipline in its own right, driven by the ever changing business environment where increasingly complex relationships have altered the nature of supplier/provider-customer engagement, and imposed an urgent need for greater understanding and more appropriate handling of key relationships.
 
KEY BENEFITS TO THE COMPANY
The Company will gain:

  • Key account management is a strategic approach to ensure the long-term development and retention of strategic customers.
  • Course is intended to help key account strategists and key account managers develop a structured framework and approach for their company’s practice. For Key Account Management to be successfully implemented, there is an urgent need to develop diagnostic tools and performance metrics that support strategic marketing decisions.
 
WHO SHOULD ATTEND
Key Account Managers and those who deal with the marketing and sales functions like Trade Marketing professionals and consumer promo specialists.
 
COURSE OUTLINE
Coverage

  • Key account analysis - How to analyze key accounts in order to establish and prioritize their needs.
  • Planning for key accounts - Processes, and the tools and techniques of key account planning. To include objective setting and articulating strategies for each targeted key account, a template for preparing a strategic plan for a key account will be provided.
 
Course Overview Discussion: Key Account Planning within KAM
Sub-Topic #1: Key Account Analysis
Sub-Topic #2: Key Account Pre-Planning - Industry Driving Forces & PEST Analysis, Internal Value Chain Analysis, Buying Process & Influencing Factors
Sub-Topic #3: Articulating the Current Position of Key Account
Sub-Topic #4: Defining the Customer Business Potential
Sub-Topic #5: Defining Company Objectives and Strategies
Sub-Topic #6: Action and review: Performance measurement and monitoring
 
ABOUT THE SPEAKER
Description: RMB.jpgRamon Barredo has had 20 years of extensive experience in Marketing & Sales, gained from working with leading multinational and local corporations across diverse industries, to include consumer goods, retail, pharmaceutical and real estate development. Mr. Barredo’s specific areas of focus include leading New Product Commercialization initiatives, and launch of Branded Retail Formats.
Mr. Barredo has likewise been involved in directing and executing Sales & Channel Management initiatives, as well as crafting Sales Force Capabilities programs. Mr. Barredo received his Master’s Degree in Business Management with Distinction from the Asian Institute of Management.





OTHER COURSE UNDER THE STRATEGIC KEY ACCOUNT MANAGEMENT SERIES

1)      Developing Top Key Account Manager
2)      Developing Top Key Account Managers