Strategic Key Account Management

Boost your profits by helping your most important customers become even more successful


A close relationship with key strategic customers is the ultimate competitive advantage a company can achieve. Studies show that professional Key Account Management (KAM) leads to strong, long-term customer loyalty and a significant increase in profits. Successful KAM requires aligning your entire organization, including its strategy, processes, structures and people, with Key Accounts´ requirements.

Your Benefits

The participants will learn how to ...

  • Build and manage the relationship with key customers as a long-term approach to build customer loyalty and increase profits.
  • Segment customers based on their attractiveness and profit potential.
  • Align the entire organization with Key Accounts´ requirements.
  • Develop and implement effective Key Account plans.
  • Calculate the return on investment (ROI) for their company and the Key Accounts


  • Why strategic Key Account Management
    • Providing added value for the customer and your organization
    • Strengthening customer loyalty and your organization´s competitive position
    • Strategic Key Account Management in the digital age
  • Stages in introducing KAM
  • Selecting strategic customers based on a list of criteria
    • Hard and soft criteria
  • Types of Key Account Management
    • Slim KAM and strategic partnership
    • International KAM
  • Key Account-Analysis and Planning
    • Analyzing customer needs and purchasing processes
    • Analyzing the customer´s market position and competitive power
    • Analyzing your situation as a supplier
    • Developing attractive offerings and a cooperation strategy
  • Integrating KAM into your organization
    • Front end and back end organization
    • KAM as a line, matrix and staff function
  • Establishing effective Key Account Management processes and systems
  • Selecting and qualifying Key Account Managers
  • Managing Key Account teams
  • Remuneration and incentive systems
  • KAM Controlling

Target groups

CEO´s/Business Unit Leaders, Managers and Specialists from Marketing, Sales and Service.


Two days

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