Strategic Account Management
Strategic Account Management
Your key customers are smarter and 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 create value with customers, and how to implement a plan for managing accounts strategically.
During the programme, you will:
- gain a comprehensive understanding of strategic account management challenges from internal and external perspectives
- learn the analytical, strategic and interpersonal skills required to manage key customers in a tough climate, including how to better recognise and define customer issues, and how to effectively communicate key messages across your customers’ organisations
- develop your own action plan, tailored to your business situation
- be coached by leading professors and executives from top firms
- share the latest knowledge and experiences with peers, and extend your professional network.
You will benefit from RSM’s three-day Strategic Account Management programme if you are a:
- strategic account manager
- strategic account team member
- account executive or senior account manager
- sales manager or sales director responsible for maintaining and growing business with strategic customers
- global account manager, key account manager, or international account manager
- manager in a business development role.
"We are a young company, in the process of developing account strategies. This training provided me with good insights and practical tools to develop this strategy."
Andre Pellikaan, account director, AAFM Facility Management BV
“I highly recommend this course. I haven’t any experience in account management, it is so good to get all the tips and tricks, and to also learn so much from colleagues! There are account managers from a wide range of industries and with many different nationalities – you learn so much from everyone on this programme.”
Isabella Janssen, project manager, Hogeschool Inholland
“The theoretical insights into strategic account management are really helpful. RSM’s Strategic Account Management programme has given me new perspectives on my job, and has also reassured me that I am doing the right thing.”
Drs. Tim Verschoor, key account manager, DeltaLloyd
"The academic and practical blend, and the areas of expertise of the lecturers give a unique insight into the skills and buy-ins (both internal and external) required for account management on a real strategic level. The programme content was very relevant to our business, where many customers have gone down the traditional route of cost cutting by price reduction and tender, but are now again realising the value that good long-term supplier relationships can generate."
Alasdair Blain, corporate account manager, Ashland Water Technologies
The programme Strategic Account Management is led by a team of expert faculty, of which two will be lecturing during each run.
Dr Javier Marcos Cuevas
Javier is a management educator, researcher and consultant with 20 years of experience working in academia, consultancy and in multinational corporations. He is the director of Learning for Performance, a boutique training practice for Sales Effectiveness and Strategic Customer Management. He holds positions as Senior Industrial Fellow at the University of Cambridge IfM ECS, and Visiting Fellow at Cranfield School of Management, and teaches at IE, University of Michigan - William Davidson Institute and other business schools.
Nicolaas Smit is a visiting faculty member at RSM, a teacher in St. Gallen University’s Executive Education programmes, senior consultant at the Account Management Center, and founder of Rebellution organisation renewal consultancy. Prior to this, Nicolaas served as global marketing and business development director in a high-tech company in Silicon Valley, where he was leading 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.
Dr Marian Dingena
Marian Dingena is a visiting faculty member at RSM, and an expert in strategic customer management and commercial innovation in business-to-business markets. She has worked as a change management consultant and as an independent researcher for 20 years. Dingena has extensive experience across a wide range of industries in Europe, Southern Africa, North America, and India. She is co-author of the recently published Transformational Sales. Making a Difference with Strategic Customers (Springer, 2015) and author of Key Account Management (2002).
€ 2,800 (excl. 21% VAT) including course materials, lunches, and snacks. This fee does not include hotel accommodation.
10% discount for alumni from Erasmus University Rotterdam and RSM. More information about the discount.
€ 2,350 (excl. 21% VAT) per individual if three or more team members participate in the same programme.
General terms and conditions
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.
The programme takes place in the Bayle building on the Woudestein Campus of Erasmus University Rotterdam.
We recommend Novotel Rotterdam Brainpark Hotel, adjacent to the university and less than five minutes’ walk from campus. Participants benefit from special rates.
The programme Strategic Account Management runs on several dates. Please select the one that suits you most to register: