Start a conversation ↗

Description

The Key Account Manager Role: Analyse, Plan and Retain

Half a day to define the key account manager role and build your account plan

  • 0.75 days — 5.25 h
  • In-person or virtual
  • All levels
  • Up to 6 participants

Managing a key account is not about selling more to the same client. It means steering a multi-stakeholder relationship over several years while coordinating internal teams that do not report to you. Many account managers remain in a sales posture and end up on the back foot during annual negotiations.

This short 5 hour 15 minute format sets out the foundations of the role: account analysis, decision-maker mapping, account planning and relationship management. It differs from a major-account negotiation course by focusing on the role and how it is organised rather than on conducting the buying meeting.

Learning objectives

  • Describe the scope and responsibilities of the key account manager
  • Analyse an account through its business priorities and purchasing organisation
  • Map influential stakeholders and their respective expectations
  • Structure an account plan with clear objectives and deadlines
  • Mobilise internal resources without hierarchical authority

What makes this programme different

An account plan template completed during the session using a real client
A decision-maker map built from a case brought by participants
A short format focused on the role and its organisation rather than on meeting techniques

Programme

1Understanding the Role

Managing a relationship, not an order

  • Criteria that turn a client into a key account
  • Long-term responsibilities of the account manager
  • Interface with technical, legal and logistics teams
  • Common gaps between the job description and day-to-day reality

2Analysing the Account

Understand before you propose

  • Reading the client's business and its own markets
  • Purchasing organisation and decision-making channels
  • Mapping stakeholders and their expectations
  • Your company's position against competing suppliers

3Building the Account Plan

Objectives and deadlines

  • Objectives for growing and protecting the account
  • Actions, internal commitments and resources required
  • Regular touchpoints with the client
  • Plan tracking and mid-year review

Who is it for

Newly appointed key account managers · major-account sales professionals · sales managers leading such profiles.

Prerequisites

No prerequisites

Dates & locations

12 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.