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Module Overview

In turbulent times, managers are asked to contribute to the company’s growth by continuously creating/identifying new sales opportunities with customers.
Designing commercial strategies that foster sales growth requires identifying strategic accounts, understanding their latent needs and developing customized value propositions; this will lead to preferred supplier status and enable a more profitable and sustainable business, faster and better than competitors. To achieve these objectives, managers should develop entrepreneurial competences, attitudes and skills that allow them to generate insights and transform them in business opportunities for their brands, products and companies. 

Key Theories and Concepts of the Module

This program has 2 major objectives:

  1. Defining the strategic framework of Key Account Management: from Key Account selection to their strategic understanding and the customization of the value proposition to accelerate business growth
  2. Ensuring successful execution: from internal alignment to external engagement. We will also focus on how to handle the relationship with purchasing organization, pitch the value and measure success.

Module Objectives

 Defining who are your Key Accounts, assess your Key Account Management process, understand how to implement/perfection 
  • Understand the roles and levers of Key Account Managers: KAM process, how to organize the Key Account Team
  • Segmentation and targeting: identifying, analyzing, nominating, selecting, and deselecting Strategic Key Accounts

 Understanding strategically customers and developing customized value creation offers

  • Understand your account’s organization, global vs local decision making process and key decision makers, decode Key Accounts latent needs (SPIN method)
  • Develop a dynamic of co-creation of value between your organization and your Key Accounts
 Mastering the Key Account Plan framework
  • Build the Key Account Plan and ensure it co-creates value for both parties.
  • Align internal teams
 Ensuring excellence in Execution: how to handle the relationship with purchasing organization, pitch the value and measure success
  • Identify the key stakes of the purchasing function, roles and missions of the purchasers and learn how to deal with purchasers’ tactics
  • Optimize external buy-in – successfully pitch the value and drive long-term customer engagement
  • Define the KPIs to measure success



30 November - 1 December, 2017

Venue:   BMI Executive Hall, Konstitucijos ave. 7, Vilnius
Language:   English
Participation fee:   1600 Euros

Early bird fee: (if paid by November 9, 2017)

  1300 Euros

There is special BMI Alumni tuition fee:

  1500 Euros

BMI Alumni early bird fee: (if paid by November 9, 2017)

  1200 Euros
The number of participants:   Limited
Registration at:
Contact person:   Anžela Semaško:, +370 5 2487246; +370 602 05633
  • Adjunct Professor of Marketing and Sales at HEC Paris;
  • Professor at ESSEC Business School and Lecturer at SciencePo Paris;
  • Founded Elixir, a consulting agency specialized in Marketing and Commercial Excellence;
  • Started her career as a central buyer for a major French Key Account retailer (Carrefour) and then acted as a Key Account Manager at TF1;
  • Created the Key Account Management training at HEC Executive Education;
  • Supported the KAM process implementation in various sectors of activity (Sanofi, Abbott, Merck, Solvay, Nexans, Coca-Cola Enterprise, Mars-Wrigley);
  • Coaches Senior Executives.