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.  

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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

  • 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.

    Dr Javier Marcos Cuevas
    Dr Javier Marcos has around 25 years of experience working in academia, consultancy and in multinational corporations, including management positions for Unilever in Spain and the UK. He is associate professor of strategic sales management and negotiation at Cranfield School of Management (UK), where he also earned his PhD in management and organisational learning. His research focuses on key account management, high-value selling and commercial negotiation. He has co-authored the books Implementing key account management (Kogan Page, 2018), Sales management (Palgrave, 2016) and From selling to co-creating (BIS, 2014).

    Nicolaas Smit
    Nicolaas Smit is board room consultant and interim manager with 25 years of experience in global corporations and medium to small businesses. He is a visiting faculty member at RSM, a fellow at Cranfield School of Management and a teacher in St. Gallen University’s executive programmes about customer centricity, sales leadership and strategic account management. With Rebellution Consulting he assists companies in organising sales for a new digital reality. Nicolaas also served as global marketing and business development director in a high-tech company in Silicon Valley. He has extensive global experience across a wide range of industries and the public sector. He has a law degree from VU Amsterdam.

  • Dates

    17 - 19 May 2022 > Apply now
    21 - 23 November 2022 > Apply now


    € 3,300 (excl. 21% VAT) or € 2,800 (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.
    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: