Key Account Management

Learn to maximise growth and cross sell

Key Account Management Training (KAM)

one day course | £600+VAT per person

Growth can be stunted, unpredictable and uncontrolled, with limited visibility of pipeline and missed opportunities haunting the business, if structure isn’t present.

We help our learners maximise lead generation, account growth, client retention and cross sell through improved quality of insight and conversation. We teach you how to grow predictably through planning and execution of structured high performing account management strategy.

Successful KAM planning and execution

You’ll be empowered to drive successful KAM planning and execution through pinpoint research, aligned tactical marketing reach-back, co-creating solutions and extending influence with - the right people, right place, right time - having insightful conversations with clients and prospects.

The content is delivered by Jeremy Brim, a work winning specialist with 20 years of experience in pursuit of clients and opportunities of all sizes across the private, public and federal sectors on a global, regional and local scales.

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A smiling man with short gray hair, glasses, and a beard, wearing a blue sweater and white collared shirt, standing against a light gray background.

Lead Trainer
Learn more about Jeremy

Jeremy Brim

KAM course contents

The course covers key account management best practices, strategy and implementation:

    • Overview of KAM Best Practice

    • Defining and selecting key accounts

    • KAM within the business growth agenda / operating model

    • Key Account Management models

    • KAM team

      • Structure

      • Competencies

      • Selection

      • key account manager responsibilities

      • Management / Sponsorship

    • Client business plan, pipeline and objectives

    • Our objectives

      • Three Year Business Plan for the Account

      • One year goals and objectives

      • Desired position and importance to them

    • Gathering Research

    • Internal buy-in

    • KAM Plan set up and management

    • Relationships

      • Initiating, protecting and strengthening relationships

      • Relating to Buyers Wants

      • Journey to trusted advisor

      • Relationship planning

        • Understanding structures

        • Relationship Assessment (Friends / Allies / Protester / Enemies)

        • Sphere of influence

        • Zippering

        • Succession

      • Engaging with the client and influencers

        • Understanding people styles

        • SPIN

        • ‘What we finds’

        • Advanced Questioning

    • Action Planning

      • Regular Reviews

      • Campaign management

    • Solution

      • Understanding how the client makes buying decisions

      • Co-solutioning

      • Teaming / partnering / alliances

      • Leveraging Supply chains

    • Proposition Development

      • Understanding the clients needs / pain points

      • Our differentiators and USPs

      • Value based Pricing

      • Value Propositions

      • Influence and persuasion

      • Proactive proposals

    • Account Based Marketing

      • Interface with marketing plans

      • Thought Leadership

      • Leveraging Marcoms channels, inc digital

      • Events

    • Negotiation

    • Transition to Capture and/or proposals

    • Ongoing Performance Management

      • Management of live work

        • Planning to re-compete

      • Net Promotor client CX surveys / interviews

      • Annual Reports

      • KPIs / league tables

    • KAM Programme Reviews and Continuous Improvement

Team meeting with laptops and whiteboard covered in sticky notes.

Get in touch for details of our Key Account Management training course

Contact us

Client success stories

Thoughts
optimising use of best practices through the funnel - KAM, Capture and Bidding
Bid Writing Training, Capture Training, KAM Training
optimising use of best practices through the funnel - KAM, Capture and Bidding
Bid Writing Training, Capture Training, KAM Training

Vanessa joined Jeremy on our business growth program last year taking part in training sessions and content delivery across the sales funnel. She particularly found our training and conversations around key account management, capture and bid writing insightful.

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Bid Writing Training, Capture Training, KAM Training
Mace
Capture Training, KAM Training, Process Design
Mace
Capture Training, KAM Training, Process Design

Throughout 2025, we undertook a programme of work with Mace, the world renowned super brand in construction delivery and consulting.

They bought us in initially for a programme to support the development of new capture management processes and then training their people and developing digital content for their people to learn from in their approach for positioning for and shaping deals with clients.

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Capture Training, KAM Training, Process Design
Amey KAM
KAM Training
Amey KAM
KAM Training

Jeremy designed a specific KAM training programme with the work winning leadership group of the business to be rolled out to 60 champions from across the various business units and geography.

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KAM Training
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What our clients say

Jeremy brings great insight through his extended network and isn’t hesitant to share that with you, demonstrating real care for his clients or mentees.

—Charlotte Byrne, Resolution Interiors

Get in touch for details of our Key Account Management training course

Contact us