The full potential of strategic accounts
Research has revealed a frustrating trend: most companies struggle to realise the full potential of strategic account management (SAM). The issue is rarely a lack of talent or commitment, but a fundamental misunderstanding of what it is. “It’s not an evolved sales function or a way to manage large accounts with a bit more attention. True strategic account management is a cross-functional business capability. It requires a vision at board level, sophisticated governance, and a shift in how the entire organisation interacts with its most vital partners,” said Prof. Javier Marcos, who leads the programme.
A new level of leadership
The core mechanics of managing those strategic accounts is covered in RSM’s existing short programme, Strategic Account Management. But for the new programme has been created for those who must design and steer the entire system.
"Strategic customers are essential partners for innovation and sustainable growth," says Prof. Javier Marcos. "To unlock that value, leadership must move beyond the sales department. You need a framework that aligns the entire company with your customer-centric strategy, from operations to finance."
The programme’s approach to learning to transform an organisational approach focuses on five pillars:
- Defining strategic account management as a corporate-level capability that is directly aligned with your business goals.
- Designing internal structures that work across functions so the customer experience is seamless.
- Creating models that empower account managers while maintaining clear oversight for the board.
- Developing metrics that are more than sales targets. These metrics can capture the multidimensional value of a long-term relationship.
- Building and managing sponsorship programmes that connect the C-suites of supplier and client.
The programme covers scaling up, and the integration of sales and strategy that takes a long-term view of retention and value creation. When creating the programme, RSM Executive Education had in mind senior commercial leaders and board-level executives who know that strategic account management requires honest assessment and courageous leadership. The programme complements the portfolio of strategic account management programmes at RSM
Find out more and sign up
Leading Strategic Account Management has its first of two in-person modules on 26–27 May 2026. This is followed by two online group sessions of 1.5 hours each, and a second in-person module on 8–9 October 2026. Leading Strategic Account Management
