Your strategic customers are more sophisticated than ever. They need – and want – a sparring partner with the ability to work effectively across regions, business units and functions. During our three-day Strategic Account Management programme, you will learn how to manage your customer relationships in this new context, with confidence.
During the programme, designed by RSM Executive Education and the Account Management Center (AMC), you will investigate the role of strategic account management, and learn practical skills to bring a culture of strategic account management to your company. This includes differentiating between strategic customers and other important customers, understanding how customers select their suppliers, how to design compelling value propositions, and how to align resources for seamless implementation. You will also be able to immediately put your new knowledge into practice with a 6-month license to Digital Triple Fit Canvas Professional by Valuecreator™.
Discover our options for customised and in-company programmes tailor-made for your organisation.
We’re renewing our organisation’s strategy and implementing a key account management division. It was great to see if we’re on the right track and learn tips and tricks to even do it better. RSM offered a rich learning experience and has a pragmatic approach. I felt like everyone could relate to it. We learned how to manage the different stakeholders within the organisation which contributes to a positive work atmosphere in which more and more people want to be involved in what we do. We now know the difference between a good and a great key account manager.
We looked for a qualitatively, academically designed training and that's exactly what this was. The programme made me confident that I can help our company take the next steps in customer relationships. We will be adding far more value to our customers, and grow towards mutual strategic partnerships. It was also very valuable to explore other participants’ companies in terms of maturity in working strategically with their accounts. The RSM course contained new insights and learning points for everyone's situation.
I experienced excellent training from RSM’s Strategic Account Management course, which was recommended to me by two colleagues who participated in 2022. My main challenge was to find guidance in developing and bringing our existing strategic partners (distributors) to the next level. Prior to enrolling on the course, I wondered if it could help with the challenge that I am facing. I have had an excellent response from RSM confirming that the SAM course can really be beneficial to help overcome my challenge, and they were absolutely right. The theory and practical examples helped me to take a step back, to evaluate and investigate what is important for our partners and where can we find solutions to develop our business together. During the course you can exchange information with other businesses. This helps in creating a broader view and perspective which have a true added value for developing your own plans. With the information and knowledge received during the SAM course I have been able to make steps in setting up a plan to develop and to bring the strategic partners of PPG coatings Europe BV to the next level to create a truly strategic partnership.
During the Strategic Account Management programme you will learn from Dr Javier Marcos Cuevas and Nicolaas Smit. Occasionally we may substitute other faculty members according to the content of the programme and their availability.
Javier Marcos Cuevas 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 25 years’ experience in business schools, consultancy and multinational corporations, plus UK public and government entities. His research, teaching, and consulting work focus on key account management, high-value selling and commercial negotiation
Nicolaas Smit has 25 years of experience as board room consultant and interim manager. He also led global marketing and business development in a high-tech company in Silicon Valley. With Rebellution Consulting he assists companies in organising sales for a new digital reality. He teaches customer centricity, sales leadership and strategic account management at RSM, Cranfield School of Management, and St. Gallen University.
28 February - 1 March 2024
€ 3,800 (excl. 21% VAT) or € 3,300 (excl. 21% VAT) per individual if three or more team members participate in the same programme. Fees are including course materials, and lunches and snacks if applicable. These fees do not include hotel accommodation.
25% 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.
Most programmes start at 09:00. Finishing times are different for each programme. There’s also an approximate schedule in each programme’s brochure and on its webpages. When you register for a programme you will be given access to Canvas, our online learning system, and the full schedule is in Canvas. Your programme manager will hand out a detailed schedule on the first day of your programme.
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 25 per cent discount. RSM alumni are those who have completed either a Bachelor of Science, Master of Science, PhD or at least one executive education programme of more than 40 hours duration. Participants of open programmes of less than 40 hours do not receive a discount. Companies sponsoring several participants may also be offered a special price.
These programmes are excluded from this alumni 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
It's my priority to help you identify how you can meet your professional objectives, so reach out and let's make a plan for your personal development.