Key Account Management Best Practice Brochure

Key Account Management Best Practice

Key Account Management Best Practice

Cranfield’s proven process for managing key accounts profitably.

At Cranfield, we have taken the lead in Europe for key account management research.

For the past twenty years, Cranfield has pioneered the development of the discipline in Key Account Management (KAM). We are confident that no other programme provider in Europe knows more to help you leverage key account relationships for longer term profits. Our KAM Best Practice programme is based on processes and tools developed by many world leading businesses with supply chain at the heart of their delivery model and who are members of Cranfield’s KAM Best Practice Research Club. Before these processes and tools are accepted into our programme curriculum we test and fine tune them, a process that can take years. The results are worthwhile. You will gain powerful insights that, once applied, will improve your key account profitability. This flagship programme shows you how to adopt a practical approach to planning, analysing and implementing a closer relationship with your strategic accounts. Delivering our most recently developed insights, you will comprehensively explore and analyse your strategic customers to:

• Identify and prioritise key accounts to measure their profitability. • Develop customer-focused strategies. • Create powerful value propositions that deepen customer relationships.

To book contact: Cranfield Executive Development team Tel: +44 (0)1234 754500 Email: execdev@cranfield.ac.uk

For more information visit: www.cranfield.ac.uk/som/kambp

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www.cranfield.ac.uk/som/kambd

+44 (0)1234 754500

execdev@cranfield.ac.uk

What you will gain from this programme:

What your organisation will gain: • Capability to deliver more profitable key account management for every strategic customer. • Alignment of key account management processes with business strategy. • A more knowledgeable and effective key account team. • An immediate business impact through the creation of a strategic

Who is the programme for? Experienced Sales and Key Account Executives who wish to broaden and update their skills and knowledge in order to manage key relationships appropriately and profitably. • Senior Sales Directors and Managers. • Key Account Directors and Managers. • Business Development Directors and Managers. • Commercial Directors and Managers.

Joining an experienced group of fellow KAM practitioners, you will gain: • State of art knowledge and tools for creating an effective key account management process. • Strategic understanding on how to focus your time and attention appropriately in the development of key accounts. • Improved collaboration skills with key customers.

plan for your most valuable customer (chosen by you).

www.cranfield.ac.uk/som/kambd

+44 (0)1234 754500

execdev@cranfield.ac.uk

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Programme content and design

This is a three-day residential programme taking place at Cranfield School of Management.

Taught by a faculty with extensive experience in business, you will benefit from the creative practices of your industry peer cohort working in a range of sectors.

The pragmatic design of the programme curriculum walks you through the creation of a three year key account plan for your chosen customer. The goal is to create a plan ready for immediate implementation to share with confidence to colleagues prior to launch.

During the programme you will: • Develop and apply a strategic key account plan for a specific customer. • Benefit from peer group input, challenges and support. • Gain a rare opportunity to network and exchange best practice with industry peers and subject experts. • Be exposed to the latest thinking in key account management.

FREE Guest membership of KAM club when you complete the programme 

“The well-structured Key Account Management programme has been fantastic; the lecturers with their breadth of knowledge, have delivered over and above what we were looking to achieve.” Nicky Collier, Strategic Client Manager, Denplan Limited “I found the Key Account Management Programme really inspiring and motivational. It almost re-lit the fire that I needed to grasp hold of the account and future proof it successfully.” Rachel Tank, Account Manager, Dimension

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Organisations that have already benefited from the Key Account Management: Best Practice Programme includes: • Legal & General Plc. • John Lewis. • Trend Controls Systems Ltd. • Microsoft Ltd. • Kraft Foods. • Atkins. • Miele Co Ltd. • Air Charter Service Plc.

Fees All our executive programme fees include tuition, course materials and accommodation (where applicable). For Cranfield Alumni we offer a 25% discount on the course fee, and we also offer a discount to research club members. Please ask at time of booking.

See www.cranfield.ac.uk/som/kambp for dates and fees.

Duration: Three days residential

Day one • World-class key account management (KAM). • Managing the key account portfolio. • Introduction to Cranfield Knowledge Interchange information facilities.

Day three • KAM plan surgery. • Breakthrough value propositions. • Conflict management. • The internal sell. • Close and briefing for post-course work.

• Key account analysis I. • Key account analysis II. • Key account analysis III. • Briefing for evening work. Day two • KAM plan surgery.

• Developing KAM strategies I. • Developing KAM strategies II. • Relationship mapping. • Selling through effective KAM teams. • Evening work.

www.cranfield.ac.uk/som/kambd

+44 (0)1234 754500

execdev@cranfield.ac.uk

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Programme team

Dr Sue Holt BA MBA Phd Visiting Fellow Sue’s main interests lie in the fields of global and key account management, customer relationship marketing and business-to-business marketing. She has worked with many different organisations in these areas. Prior to working with Cranfield, Sue pursued a wide ranging management career in both the public and private sectors, including working for the Prime Minister and for the Speaker in the House of Commons. This was followed by a number of years in marketing management gaining practical expertise in marketing research, strategic and marketing planning and business-to-business marketing. As Marketing Director for a major printing company, she was instrumental in developing strategic marketing planning within the organisation and introduced key account management as an approach to successfully managing major customers. Mark worked as Sales Director and Key Accounts Strategy Director for Burmah Castrol and BP and has specialised in developing Sales Capabilities for large Global business units, in an environment requiring a step shift from Product Based Selling, to Service Based Vale Selling. He worked in the BP Lubes Global Strategic Marketing Division as Key Account Strategy Director, heading up the development of Key Account Management and Strategic Selling Capability Building in this $10bn global business. Mark now acts as a Visiting Fellow within Cranfield School of Management, providing assistance for businesses that want to bring leading edge Capabilities into the way they Manage Customer Relationships. He also facilitates the Cranfield KAM Best Practice Research Club, a quarterly meeting that brings together leading academics with business leaders in blue chip organisations. Typical organisations that he works/consults with are:- Service Organisations, Industrials, Pharmaceuticals, Logistics, Oil & Gas, and Professional Services Companies. Specialist research focus areas include Sales Strategy Development, Innovation in Sales, Segmentation of the Customer Base, Key Account Management, and Consultative Selling. Mark Davies Visiting Fellow

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www.cranfield.ac.uk/som/kambd

+44 (0)1234 754500

execdev@cranfield.ac.uk

The Cranfield learning environment Whatever your executive development requirement, we will have a specialist who can help. We are a team of 50 learning professionals focused on partnering with organisations around the world to develop their leaders, managers and talented hi-potentials. Taking care of your every need We understand that development doesn’t only happen in the lecture room. That is why the Cranfield Management Development Centre provides inviting lounge areas where you can network with your colleagues, restaurants that allow conversation to flow easily as you enjoy the excellent cuisine, and fitness facilities, including a swimming pool, sauna and exercise room, to relax and invigorate you at the end of the day. A home from home After a hard day’s learning, lie back and relax in one of the 186 modern en-suite bedrooms, all of which are designed to make you feel at home. The amenities include free Wi-Fi, Freeview television, a great working area with appropriate light and desk space and a music centre to help you unwind. About Cranfield Executive Development

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Location

How to find us Cranfield School of Management is located about halfway between London and Birmingham, and on the outskirts of Milton Keynes. Junctions 13 and 14 of the M1 are five minutes away and Milton Keynes railway station is 20 minutes by taxi. London Luton, Stansted and Heathrow airports are 30, 90 and 90 minutes respectively by car, offering superb connections.

Northampton

Northampton

Bedford

Bedford

A428

A428

• Cranfield

• Cranfield

A1/M

A421

A1/M

A421

A5

Luton

A5

A41

Luton

A40

A41

M1

A40

M1

Oxford

Oxford A420

M25

A420

M25

M40

M40

A34

Swindon

A34

• Shrivenham

• Cambridge

Swindon

M4

• Shrivenham

Bedford •

M4

• Cranfield London Heathrow London

Milton Keynes •

A436

Heathrow

A436

Luton

Oxford •

Stansted

Shrivenham •

LONDON •

Swindon •

Heathrow

Gatwick

Cranfield Management Development Centre MK43 0AL, UK T: +44 (0)1234 754570 www.cranfield.ac.uk/som

@cranfieldmngmt @cranfielduni /cranfieldmanagement /CranfieldSoM

This programme is provided by Cranfield Management Development Ltd, a wholly owned subsidiary of Cranfield University.

Every effort is made to ensure that the information in this leaflet is correct at the time it is printed. Please check www.cranfield.ac.uk/som/executive for the latest details. Terms and conditions can be found at www.cranfield.ac.uk/som/executivetc Version 3. Feb 2024..

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www.cranfield.ac.uk/som/kambd

+44 (0)1234 754500

execdev@cranfield.ac.uk

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