Planning for Key Accounts

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Planning for Key Accounts

Strategic Account Management: A system for jointly creating business opportunities and managing resources with a client organisation, so that client and supplier become part of a seamlessly integrated supply chain and achieve mutual results

Business Challenge

Over the past decade, large companies have cut their supplier base by half. Many companies want to
establish alliances with a few core suppliers—fully integrating those suppliers into their own value
proposition. Suppliers, in turn, are investing more of their resources in a few top accounts and developing
strategic account management (SAM) programmes in order to grow those accounts. These companies are
finding that the keys to SAM success include effective training for strategic account managers and teams,
the elimination of organisational barriers, and a focus on long-term goals.

Planning for Key Accounts

Planning for Key Accounts is a core workshop in Forum’s SAM curriculum. It teaches a complete,
disciplined process for account planning that focuses on the identification of larger sales opportunities and
the growth of revenue from an account. Account managers use the process to gain deeper insight into
client situations and needs, increase alignment with a client organisation’s goals, and expand their vision of
what they can achieve with their top accounts.

    Target Audience

    Planning for Key Accounts is for account managers with responsibility for major accounts. (Typically, they
    will use this process for the top 3 to 10 accounts in their portfolio.) A version for account teams is also


    By participating in Planning for Key Accounts, account managers will:

    • Develop a clear, innovative plan for maximising business with a key account
    • Build and maintain commitment to the plan from the client organisation and internally
    • Learn and apply a reliable, repeatable planning process

    Delivery Options

    • Classroom: 2 days.
    • Integration with Account Planning Technology: Forum can provide participants with electronic
      copies of all account planning tools covered in the programme. In addition, we can work with you to
      integrate the tools, forms, and terminology into your Sales Force Automation (SFA) or Customer
      Relationship Management (CRM) system, as required.
    Forum is a recognised global leader in linking learning to strategic business objectives. Our tailored learning solutions help organisations effectively execute business strategies by focusing on their most important asset: people. We provide clients with practical and research-based sales and leadership development training programmes that mobilise employees, accelerate business-initiative implementation, and improve agility.