Strategic customers represent far more than just revenue streams - they can become your sustained competitive advantage. Yet many organisations rely on siloed teams and outdated ways of working that limit value. This programme equips senior leaders to redesign the organisation and use strategic account management (SAM) to transform customer relationships.
This course is offered by Rotterdam School of Management b.v.. For more information about the legal structure of Rotterdam School of Management, Erasmus University, visit this page.
Many organisations struggle to deliver on strategic account management (SAM) despite investing in training, tools, and talent. High-volume sales models simply don’t work for long-term strategic relationships. RSM Executive Education sees this challenge growing as markets become more complex and customer expectations rise. SAM now requires an organisation-wide approach—clear structures, cross-functional collaboration, and leadership from the top—to unlock value.
This six-month programme gives senior executives the guidance and structured space to rethink how their organisation must evolve to support strategic customers. Led by faculty from Rotterdam School of Management, Erasmus University and seasoned practitioners, it blends research-driven insights with hands-on workshops for practitioners. You will learn how to design a SAM operating model that breaks down silos, clarifies roles, and aligns incentives and resources across the business. The programme helps you move from tactical oversight to strategic governance, build systems that enable consistent value delivery, and create a customer-centric culture backed by meaningful metrics. By the end, you will have a practical, leadership-ready blueprint for strengthening key relationships and driving future growth.
During the Leading Strategic Account Management programme you will learn from Prof. Javier Marcos and Nicolaas Smit. Occasionally we may substitute other faculty members according to the content of the programme and their availability.
Javier Marcos is an invited faculty member at RSM and Professor of Strategic Sales Management and Negotiation at Cranfield School of Management in the UK. He has worked for over 25 years in business schools, consultancy and in multinational corporations. He has consulted and delivered programmes to more than 120 corporate clients internationally across a range of industries and for public entities in Europe, the UK and the Middle East.
Javier’s research, teaching and consulting work focuses on key account management, high-value selling and commercial negotiation. He has co-authored four books on key account management, sales management, and value co-creation and more than 30 reports and scientific studies. He is a regular speaker at conferences and industry events.
Nicolaas Smit is a visiting faculty member at RSM, and a visiting fellow at Cranfield School of Management in the UK. He is the founder of commercial consulting firm Rebellution. Prior to this, Nicolaas served as global marketing and business development director in a high-tech company in Silicon Valley, where he led sales transformation and the development of high-level business relations in the energy sector.
Nicolaas has extensive global experience across a wide range of industries working as strategy and change management consultant. He has a law degree from VU Amsterdam. Nicolaas is a member of the Supervisory Board of the regional water company Groningen.
May - October 2026
In-person modules on 26 - 27 May and 8 - 9 October 2026
In between these modules, there will be 2 online group sessions of 1,5 hours each.
€ 9,500 (excl. 21% VAT)
Fees are including course materials, and lunches and snacks if applicable. These fees do not include hotel accommodation.
15% discount for alumni from Erasmus University Rotterdam and RSM.
All of our short courses can also be delivered as personalised in-company training to groups of employees from the same organisation. This enables us to develop a comprehensive programme that focuses on your organisation’s own unique situation and issues.
Rotterdam School of Management, Erasmus University (RSM) offers a dynamic learning environment for professionals looking for new skills and knowledge in business and management education.
This programme takes place in Bayle building on the Woudestein Campus of Erasmus University Rotterdam, just 15 minutes by public transport from Rotterdam city centre. Our modern and lively campus has innovative study facilities, sustainable design, and calming green spaces.
Class sizes are usually between 12 to 24 people, but it does depend on the programme. We aim for a balance between allowing capacity to guarantee individual attention, and achieving a good group dynamic and networking opportunities.
Yes. Alumni from RSM and Erasmus University Rotterdam receive a 15% discount.
RSM alumni are students who have completed either a bachelor of science, master of science, PhD or one executive education programme of more than 40 credit hours. Additionally, companies which sponsor several participants may also be offered a special price.
Participants of open programmes of less than 40 credit hours will not receive a discount.
Programme fees include tuition, programme materials, plus lunch and refreshments throughout the programme. Hotel accommodation is not included, unless mentioned otherwise in the programme information.
If you require hotel accommodation, we recommend the Novotel Rotterdam Brainpark Hotel and the Bilderberg Park Hotel. Both hotels are located in Rotterdam, accessible to the university, and participants can benefit from special rates.
Please note that due to high demand, we advise you to book your hotel stay for any program as early as possible with a flexible rate.
Our general terms and conditions apply when you register for an open programme. Please review them to learn more about our policies for cancellation, deferral and substitution.
If you have more general questions, we recommend you explore our more in-depth FAQs page. If you are looking for personal advice, then please contact one of our advisors using the contact form below.
Programme advisor
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