Building Strategies for Managing Major Strategic Accounts

Course Overview

Attribution in strategic account management is imperfect; that is not a reason to stop measuring it. Most disappointing results in the practice within marketing and commercial practice trace back to an audience defined too broadly. The course gives participants a defensible structure for the marketing and commercial practice capability and the judgement to adapt it. Benchmarking exercises repeatedly place strategic account management among the areas with the widest performance spread. Participants apply this aspect of marketing and commercial practice to their own commercial team throughout, so the output is directly usable. It is appropriate for those preparing to take on wider responsibility for the wider marketing and commercial practice agenda. A common pattern is strong design of strategic account management paired with weak follow-through. Participants gain a clear basis for measuring what this strand of marketing and commercial practice has actually achieved. It ends with a prioritised list of changes to the practice within marketing and commercial practice that the participant is prepared to defend internally.