Strategic Partnerships: Growth & Performance in Key Accounts

Strategic Partnerships: Growth & Performance in Key Accounts

Location

MST 1013

Duration

Online / In-class

5 Days

Contact with our Team

Sector:

Sales & Business Development

Technical Focus Area:

Territory Planning & Sales Performance Management

About the Course

This course provides a comprehensive foundation in modern account management, moving beyond transactional selling to strategic, value-based client partnerships. Participants explore the role of the account manager, account lifecycles, and client segmentation, learning how to prioritize time and resources for maximum impact. The program emphasizes trust-building, communication, and expectation management as the core of long-term relationships.

Building on these fundamentals, participants dive into strategic account planning, performance tracking, and growth strategies. They learn how to analyze client businesses, identify opportunities for upselling and cross-selling, and align account plans with client goals. Practical tools such as KPIs, dashboards, and risk assessments are introduced to support day-to-day decision-making and continuous improvement.

Through real-world scenarios and exercises, learners practice handling complex situations—from managing high-value accounts and resolving conflicts to negotiating renewals and coordinating with internal teams. By the end of the course, participants are equipped to manage multi-account portfolios more confidently and deliver measurable value in dynamic client environments.

Learning Milestones

By the end of this course, participants will be able to:
- Develop effective, trust-based client relationship strategies.
- Understand and apply methods for account growth, retention, upselling, and cross-selling.
- Master the fundamentals of strategic account planning.
- Analyze client needs, drivers, and behaviors to create value-added solutions.
- Improve negotiation, communication, and presentation skills in client interactions.
- Apply metrics and KPIs to track account performance and profitability.
- Enhance cross-functional collaboration to deliver integrated client solutions.
- Manage multiple accounts efficiently with clear prioritization and time management.
- Deliver measurable results that improve client satisfaction and business outcomes.

Professional Audience

- Account managers, key account managers, and account executives.
- Sales and business development professionals managing ongoing client relationships.
- Client relationship specialists and customer success managers.
- Marketing coordinators and commercial support staff involved in client-facing work.
- Professionals transitioning into account management roles from technical or operational functions.

Modular Syllabus

Foundations of Effective Account Management

- Principles of client relationship management
- The role and responsibilities of an account manager
- Understanding the account lifecycle: onboarding, growth, renewal, and recovery
- Differentiating strategic vs. transactional accounts
- Client segmentation methods and prioritization frameworks
- Core metrics for account success: revenue, margin, satisfaction, and retention
- The importance of communication, trust, and credibility
- Activity/workshop: Mapping your current account portfolio by lifecycle stage and strategic importance

Building and Strengthening Client Relationships

- Foundations of long-term client relationship development
- Active listening techniques and effective questioning skills
- Managing and aligning client expectations from the outset
- Personalizing client interactions while maintaining professionalism
- Handling difficult clients and de-escalating complaints
- Collecting, analyzing, and acting on client feedback
- Techniques to strengthen client loyalty and advocacy
- Exercise: Role-play sessions on expectation-setting and handling a dissatisfied client

Strategic Account Planning and Opportunity Development

- Components of a strategic account plan
- Analyzing the client’s business model, goals, and success drivers
- Identifying account growth opportunities (upselling, cross-selling, expansion)
- Conducting competitive and stakeholder analysis for key accounts
- Setting measurable account objectives and performance targets
- Resource planning and internal alignment for account success
- Risk assessment and mitigation in account management
- Case study: Building a strategic account plan for a high-value client

Performance Tracking, Reporting, and Optimization

- Key performance indicators (KPIs) for account performance
- Monitoring revenue, profitability, pipeline, and client health
- Measuring client satisfaction and Net Promoter Score (NPS)
- Creating dashboards and reports for internal and client stakeholders
- Using analytics and insights to guide account decisions and actions
- Continuous improvement strategies for underperforming accounts
- Benchmarking account performance against industry and portfolio standards
- Group activity: Designing a simple account performance dashboard and review process

Advanced Account Management Techniques and Multi-Account Leadership

- Negotiation skills for renewals, scope changes, and pricing discussions
- Conflict resolution techniques for complex client situations
- Strategic upselling and cross-selling approaches without damaging trust
- Collaborating with internal teams (operations, finance, product, marketing) for client value
- Managing multi-account portfolios and prioritizing time and effort
- Leveraging CRM and digital tools to streamline account management
- Planning for long-term client retention and account succession
- Capstone: Presenting an integrated account management strategy for a selected client, including plan, KPIs, risks, and growth opportunities

Course Dates & Prices

Location	Starting Date	Price
Dubai (UAE)	29/12/2025	2999 $
Online	05/01/2026	2299 $
Online	05/01/2026	2299 $
Dubai (UAE)	12/01/2026	2749 $
Dubai (UAE)	12/01/2026	2999$
Cairo (Egypt)	19/01/2026	2749 $
Online	19/01/2026	2299 $
Online	26/01/2026	2299 $
Muscat (Oman)	29/01/2026	2999 $
Dubai (UAE)	02/02/2026	2999 $
Muscat (Oman)	16/02/2026	2999 $
Online	16/02/2026	2299 $
Online	23/02/2026	2299 $
Dubai (UAE)	23/02/2026	2999 $
Online	02/03/2026	2299 $
Online	09/03/2026	2299 $
London (UK)	09/03/2026	3499 $
Dubai (UAE)	09/03/2026	2999$
Online	16/03/2026	2299 $
Istanbul (Turkey)	16/03/2026	2999 $
Dubai (UAE)	16/03/2026	2999 $
Online	23/03/2026	2299 $
Kuala Lumpur (Malaysia)	23/03/2026	4099$
Doha (Qatar)	23/03/2026	2999 $
Kuala Lumpur (Malaysia)	30/03/2026	4199$
Online	30/03/2026	2299 $
Dubai (UAE)	06/04/2026	2999$
Istanbul	06/04/2026	2749 $
Online	06/04/2026	2299 $
Dubai (UAE)	13/04/2026	2999$
Cairo (Egypt)	13/04/2026	2749 $
Online	20/04/2026	2299 $
Dubai (UAE)	27/04/2026	2999$
Online	27/04/2026	2299 $
London (UK)	27/04/2026	3499 $
Istanbul (Turkey)	04/05/2026	2749 $
Dubai (UAE)	04/05/2026	2999$
Kuala Lumpur (Malaysia)	11/05/2026	4099$
Online	11/05/2026	2299 $
Doha (Qatar)	11/05/2026	2999 $

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