Master the tools and skills needed to lead key accounts, build joint business plans (JBPs), and generate profitable growth for your company and your customers.
Why take this course?
Learn to lead key account relationships strategically and profitably
Develops advanced business diagnostic, segmentation, and planning skills
Build joint business plans (JBPs) with real impact on results
Access practical tools, real-world case studies, and ready-to-use work templates.
Boost your career in areas such as corporate sales, trade marketing, and customer development
Who is it aimed at?
This course is designed for:
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Account Managers or Key Account Managers
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B2B Sales Directors or Managers
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Sales leaders in consumer goods, retail, or distribution companies
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Professionals who manage strategic clients or key channels
Course Content
The Role of the Key Account Manager in the Business
You will understand the strategic role of the Key Account Manager and how it differs from that of a traditional salesperson. We will explore key responsibilities, the impact on the company's bottom line, and how to align objectives between supplier and client. You will analyze your current accounts to identify which ones are truly strategic.
Strategic Account Segmentation
You'll learn to identify which accounts have the greatest growth potential and where your time and resources should be focused. We'll use matrices and practical tools to segment your portfolio and prioritize management based on each client's current and future value.
Key Account Diagnosis
You will be trained in how to conduct a comprehensive client diagnosis: their objectives, challenges, purchasing processes, competitive positioning, and opportunities for collaboration. This diagnosis is the foundation for building customized proposals that offer mutual value.
Joint Business Plan (JBP)
You'll discover how to structure a joint business plan with your key account, including shared goals, key performance indicators (KPIs), collaborative projects, and execution agreements. You'll learn from real-world case studies of companies like Coca-Cola and Nestlé how a well-executed joint business plan transforms business relationships.
Interfunctional Relationship and Work
Key account management requires collaboration across multiple departments: sales, finance, logistics, trade marketing, etc. This module teaches you how to align all teams internally and how to manage long-term relationships with your key contacts within the client.
Strategic Negotiation
You will be trained in advanced negotiation techniques, focused on generating value rather than just defending prices. You will practice with simulations how to prepare, execute, and close high-impact negotiations, even in tense or conflictive business environments.
Implementation and Monitoring
A plan without execution doesn't produce results. Here you'll see how to build dashboards, how to follow up with your clients and teams, how to detect early warning signs, and what management routines you should implement to sustain results over time.
Digital Tools and Trends
You'll explore digital platforms, systems, and tools that enhance the role of the Key Account Manager (KAM): from CRMs to business intelligence solutions. We'll also analyze trends such as omnichannel retailing, B2B e-commerce, and sales automation, and how to apply them to your daily work.
What you will learn
How to prioritize key accounts based on strategic value and growth potential
How to build customer diagnostics based on data and opportunities
How to design and implement a joint business plan (JBP)
How to negotiate with high impact, generating value for both parties
How to measure and track account management with clear KPIs
How to integrate digital tools to improve your role as a Key Account Manager
Practical and Results-Oriented Methodology
80% of the course is practical, with exercises applied to your real accounts
Real-life examples from leading companies in mass consumption and retail (Nestlé, Coca-Cola, Walmart, etc.)
Downloadable templates and ready-to-implement tools
Personalized coaching in online or in-person format
Modality and Duration
Select the most convenient option for your company
2 days of 16hr training
2 teachers in the room
Location selected by the customer
8 classrooms of 1.5 hours each
2 sessions per week for 1 month
1 live teacher
Meet the Instructors
Charles I Alfonso
Partner Director
Ms. Behavioral Neuroscience
PUCRS, Brazil
Ms. Marketing
IESA, Venezuela
Juan M. Domínguez
CEO
Ms. Marketing
Arizona State University
IESA, Professor
UNIMET, Professor
