Growing Strategic Customer Accounts

Senior account managers play an essential role in nurturing relationships with high-value customers. This topic enables them to develop and demonstrate the behaviours and competencies required to unlock strategic accounts and drive sustained business growth.


Senior account managers are crucial in nurturing relationships with high-value strategic customer accounts. These accounts are often the lifeblood of a sales organisation, representing substantial revenue potential and long-term partnerships. However, managing and growing these accounts presents a unique set of challenges that senior account managers must navigate adeptly. Larger corporate accounts are typically more demanding, and of course, risk is associated with the potential loss of these accounts, which can be devastating to a company’s growth objectives.

Hence, these account professionals must develop a range of behaviours and competencies that meet the role’s significant demands. For example, they must understand complex customer needs and manage commercial data, proposals, negotiations, and contracts. They must build and maintain trust, deliver value and commercial benefits, and navigate complex internal dynamics and politics. In this learning domain, we support and challenge these key players to deliver better results by thoroughly examining the critical skills and approaches that deliver sustainable and superior performance. The learning curve is significant as the strategic account manager builds competency and awareness of unlocking crucial strategic accounts’ full potential to drive sustained business growth.

Perfect for people in these roles
  • Key Account Managers
  • Senior Key Account Managers
  • Business Development Managers
  • Senior Corporate Account Managers
  • Account Directors
Learning Outcomes
  • Understanding how to gain a deeper understanding of the client’s business, their objectives, pain points, and long-term goals.
  • How to appreciate the dynamics and motivations of wider stakeholders within the client organisation.
  • Create effective strategies aligned with the client’s objectives and communicate how your solutions can add value to their business.
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