Key Account Management

Programme Summary

Key accounts require coordinated relationships, a clear understanding of customer priorities and disciplined delivery of value. This programme develops practical account planning skills across stakeholder mapping, opportunity development and service review. Participants analyse an account case and prepare a relationship plan that balances growth, profitability, delivery capability and customer trust with clear actions and measurable progress.

Training Objectives

1 Clarify selection and priorities of key accounts; 2 Improve understanding of customer business drivers; 3 Develop coordinated stakeholder and relationship plans; 4 Support profitable growth and service delivery alignment; 5 Build practical account review and action measures.

Learning Outcomes

1 Assess account attractiveness and strategic fit; 2 Map customer stakeholders and decision relationships; 3 Identify evidence based account development opportunities; 4 Prepare a coordinated account action plan; 5 Define balanced account performance and review measures.

Target Audience

Key Account Managers; Client Relationship Managers; Sales Managers; Business Development Managers; Customer Success Managers.

Target Industries

IT Services; Industrial Manufacturing; Professional Services; Logistics; Business Telecommunications; Facilities Services.

Course Contents

• Module 1 Key Account Strategy: Account selection and strategic relevance; Customer value profitability and resource demands; Relationship ownership and internal responsibilities.
• Module 2 Customer Business Understanding: Customer objectives markets and operating pressures; Buying processes and decision criteria; Evidence gaps and discovery priorities.
• Module 3 Stakeholder Relationships: Decision makers influencers and service users; Relationship strength and coverage gaps; Trust communication and engagement planning.
• Module 4 Value and Opportunity Development: Customer needs and improvement opportunities; Joint value propositions and credible benefits; Opportunity qualification and growth priorities.
• Module 5 Internal Account Coordination: Sales technical and delivery team alignment; Commitments capacity and service dependencies; Escalation of commercial or operational conflicts.
• Module 6 Commercial and Relationship Risk: Margin concentration and renewal exposure; Contract obligations and performance concerns; Ethical boundaries and transparent commitments.
• Module 7 Account Reviews: Balanced service relationship and financial measures; Customer feedback and executive review agendas; Actions owners and followup discipline.
• Module 8 Account Planning Workshop: Analysing a supplied strategic account; Prioritising relationships and growth opportunities; Presenting a coordinated account development plan.

Assessment

• 40 single best answer questions, including applied scenarios; one mark per question.
• 60 minute invigilated digital examination with identity verification. Approved accessibility adjustments preserve the assessed competence.
• Supplied reference pack permitted; external internet and AI assistance prohibited.
• Individual applied assessment (30 minutes): Prepare a key account plan with stakeholder coverage, qualified opportunities, service risks and measurable actions for a supplied customer case.
• Assessment criteria: Depth of customer and stakeholder analysis; Balance of growth service and commercial priorities; Practicality of account actions and review measures.
• Pass each component separately: 30/40 written marks (75%) and at least 70% on the applied task.
• Individual results and feedback are provided. One reassessment may follow coaching under the published enrolment terms.

Certification

• Successful learners receive a TQCSI Arabia digital Certificate of Successful Completion.
• The certificate records the learner name, exact programme title, teaching hours, completion date and unique verification reference.
• Verified identity, full attendance and separate written and applied passes are required; all mandatory critical criteria must be met.
• Proposed issue target: within 30 calendar days of approved results and settlement of applicable fees.
• Records assessed key account planning and relationship skills; it does not confer commercial authority or guarantee customer retention.
• Attendance confirmation may record completed hours for unsuccessful learners; it does not certify successful completion.

Programme Profile

Number of daysNumber of daysNumber of days

222

Total teaching hoursTotal teaching hoursTotal teaching hours

12 hours; breaks, pre course work and formal final assessments excluded.12 hours; breaks, pre course work and formal final assessments excluded.12 hours; breaks, pre course work and formal final assessments excluded.

Delegates allowedDelegates allowedDelegates allowed

Maximum 20 delegates.Maximum 20 delegates.Maximum 20 delegates.

Training prerequisitesTraining prerequisitesTraining prerequisites

Experience in business sales, account management or client service is required. Familiarity with customer contracts and service delivery is recommended.Experience in business sales, account management or client service is required. Familiarity with customer contracts and service delivery is recommended.Experience in business sales, account management or client service is required. Familiarity with customer contracts and service delivery is recommended.

Pre course assignment and assessmentPre course assignment and assessmentPre course assignment and assessment

Review a fictional account profile and performance record during a 25 minute exercise.Review a fictional account profile and performance record during a 25 minute exercise.Review a fictional account profile and performance record during a 25 minute exercise.

End of course assessmentEnd of course assessmentEnd of course assessment

40 question written exam (60 minutes) and individual applied task (30 minutes).40 question written exam (60 minutes) and individual applied task (30 minutes).40 question written exam (60 minutes) and individual applied task (30 minutes).

Passing criteriaPassing criteriaPassing criteria

75% written and 70% applied, passed separately; full attendance.75% written and 70% applied, passed separately; full attendance.75% written and 70% applied, passed separately; full attendance.