Towards KAM and ABM – Helping fee-earners with client relationship management
Topics covered
Understand: Context, aims and strategy
• Why KAM? The business case
• Risks and barriers to KAM
• Integrating KAM into strategies and sectors
• Marketing/BD role in KAM
• Aims and alignment
Exercise: Goal setting
Plan: Process, data and systems
• KAM processes (simple to complex)
• Selecting KAM clients
• Analysis and research
• DMU, relationship mapping and buyer profiles
Exercise: KAM process & key account selection
Implement: Skills and motivation
• Promotion and engagement activities
• Relationship skills competencies
• Listening programmes
• Key client meetings
• Measurement
Exercise: Training and motivation
Case studies Summary and close
To facilitate interaction, workshops are restricted to 18 attendees – maximum of four from the same firm.
Pricing
First attendee £240 +VAT
Second attendee £230 + VAT
All subsequent attendees £220 + VAT
Cancellations/Substitions
Due to the restricted number of places, refundable cancellations are only accepted up to one month prior to the event (a cancellation fee of £25 + VAT will be incurred per person). Substitutions can be made at any time. PMI reserves the right to cancel with no liability beyond refund of fees paid.
Eligibility
This training course is open solely to member firms of the PM Forum, a worldwide group of over 3,000 marketers in professional services firms.
