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.  

Learn how to drive value proactively

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.

Learning objectives

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

  • A team of RSM’s expert faculty teach the Strategic Account Management Programme; they are listed below and you will usually take classes with at least three of them. Occasionally we may substitute other faculty members according to the content of the programme and their availability.

    Dr Javier Marcos Cuevas
    Javier Marcos Cuevas 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 training practice for sales effectiveness and strategic customer management. He holds positions as a senior industrial fellow at the University of Cambridge IfM ECS, and visiting fellow at Cranfield School of Management, and teaches at IE Business School, the William Davidson Institute at the University of Michigan, and other business schools.

    Mr. Nicolaas Smit
    Nicolaas Smit is a visiting faculty member at RSM, and a teacher in St. Gallen University’s executive education programmes. He is also senior consultant at the Account Management Center, and founder of Rebellution 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
    Dr Marian Dingena is a visiting faculty member at RSM. She teaches business-to-business marketing and sales in several executive education programmes such as Strategic Account Management, and in RSM’s customised programmes. She has published many articles, and is co-author of Successful Marketing Planning and Transformational Sales. A revised edition of her bestseller Key Account Management was published in 2016. Marian specialises in strategic customer management, business strategy, commercial innovation and change management. As a change management consultant for the last 25 years, she has extensive experience in commercial change processes in B2B markets across a wide range of industries.

  • Dates

    25 - 27 November 2019. This session is fully booked.*

    11 - 13 May 2020 > Apply now
    2 - 4 November 2020 > Apply now

    * Please contact our programme advisor Christine Elzen to be put on the waiting list for the November 2019 run.


    € 2,800 (excl. 21% VAT) including course materials, lunches, and snacks. 

    € 2,350 (excl. 21% VAT) per individual if three or more team members participate in the same programme.

    € 2,900 (excl. 21% VAT) including course materials, lunches, and snacks.

    € 2,450 (excl. 21% VAT) per individual if three or more team members participate in the same programme.

    This fee does not include hotel accommodation.

    10% discount for alumni from Erasmus University Rotterdam and RSM. More information about the discount.

    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. 

    Hotel accommodation

    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:

    * Please contact our programme advisor Christine Elzen to be put on the waiting list for the November 2019 run.