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Description

Key Accounts: Mapping Decision-Makers, Building the Account Plan and Growing the Business

Two days to turn a portfolio of large customers into genuinely managed key accounts

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

A key account is not simply a large customer. Decisions travel across several sites, several functions and a procurement department that centralises purchasing. A salesperson who relies on a single contact discovers far too late that a tender has already been issued or that the budget has been allocated elsewhere.

These 14 hours of training provide a working method for strategic accounts. Participants map the stakeholders and the decision-making circuits. They build an account plan that connects the client's business challenges to their own company's offering, and prepare the internal account review that secures commitment from other departments.

Learning objectives

  • Map the stakeholders and decision-making circuits within a strategic account
  • Assess the potential of an account beyond revenue already generated
  • Build an account plan with clear objectives and deadlines
  • Identify the positions held by competitors within the client organisation
  • Prepare an account review that mobilises the relevant internal functions

What makes this programme different

An account map built on each participant's real portfolio
An account plan drafted during the session and ready to use on return to work
Dedicated time on coordination with the departments that deliver the commercial promise

Programme

1Anatomy of a Strategic Account

What sets a key account apart from a large customer

  • Criteria for selecting the accounts to be managed as key accounts
  • Centralised purchasing organisations and local specification
  • Reading the client's business and economic drivers
  • Identifying competitor positions already in place

2Stakeholder Mapping

Who decides, who specifies, who blocks

  • Identifying roles within the decision-making process
  • Spotting supporters and opponents
  • Building the account relationship map
  • Coverage plan for contacts not yet met

3The Account Plan

From diagnosis to dated actions

  • Formulating account development objectives
  • Selecting the projects and offerings to promote
  • Defining actions and their deadlines
  • Indicators for tracking the plan

4Managing the Account Over Time

Keeping the plan alive with internal teams and the client

  • Preparing and running the internal account review
  • Mobilising technical and administrative functions
  • Running the business review with the client
  • Updating the plan after a major event

Who is it for

Business development managers · key account managers · experienced sales professionals responsible for a portfolio of strategic accounts.

Prerequisites

Initial experience of selling in a professional environment.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.