18th Fundamentals of Key Account Management

By Emilio Macasaet III

Registrations are closed

Uniqueness: The uniqueness of this program is its immediate applicability. It has the ability to provide relevant framework and tools that participants can immediately apply regardless of their selling environments.

Relevance: Account specialists and managers today need pragmatic models and effective tools that they can immediately use to hit the ground running.

Program Concept:
This program teaches participants fundamental principles in managing every account like it’s the only one there is. A largely workshop-based program where participants learn how to immediately apply frameworks, tools, and illustrative cases to their respective environments.

At the end of this program, participants will be able to:
1. Understand fundamental concepts and practices in account management;
2. Use tools to develop a basic account plan; and
3. Learn structured procedures in selling, negotiating and building account relationships.


Key Topics
  1. Definition: What is Account Management? 

  2. Purpose: Why the need for Account Management. 

  3. Framework: The Account Management variables. 

  4. Competencies: Required Knowledge and Skills of an Account Specialist.  

  5. Spectrum: Account Management Journey and Types of Relationships. 

  6. Group Workshop 

Understanding the Customer’s Business, Environment and Challenges  

  1. Customer’s Vision, Mission, Core Values, Positioning 

  2. Supply & Demand Strategies for Profit 

  3. Operating Hierarchy: Who Decides on What 

  4. What they Negotiate and Why: What You Can Do. 

  5. Capturing and Learning: Key Account’s Information and Insights 

  6. Group Workshop 

  1. Rules of Engagement in Account Management  

  2. Remote Engagement: Procedures and Digital Tools  

  3. Setting Priorities: Developing Your Basic Account Plan 

  4. Presenting The Plan Through Data StoryTelling  

  5. Negotiating: Basic Negotiation Strategies and Tactics 

  6. Meeting Tools: Templates, Forms, Technology 

  7. Building Relationship: Account Penetration Strategies  

  8. Group Workshops: 
    • Account Planning 
    • Simulation: Selling the Plan (role play) 


March 14, 15, 21 & 22
9:00 AM - 12:00 PM

Who Should Attend

Key Account Managers, Trade Marketing Managers, Distributor Managers, Channel Managers


Four (4) half-day sessions (each session runs for 3.0-3.5 hours) of synchronous learning.


Emilio Macasaet III

Partner and Chief Channel Marketing Strategist
  • Emilio “Bong” Macasaet is the author of the best-selling, Distributor Management: Winning Tools in Managing Distributors as Partners, the first ever book on distributor management in the Philippine Market, 6 Steps To Effective Key Account Management, and the newly launched book, Fundamentals of Trade Marketing.

  • He brings with him very extensive and intensive corporate experiences gained from both local and multinational companies like Gillette, Nestle, L'Oreal, Metrolab and RFM Corporation where he was Vice President of Sales & Distribution division.

  • He conducts various sales seminars, consulting, and training programs in most parts of Asia-Pacific and Middle East. He obtained his MBA from Ateneo De Manila University and took his Doctor in Business Administration at De La Salle Graduate School of Business where he was a former MBA professor in Distribution Management.

  • Bong also attended an executive program on Marketing Channels at Kellogg School of Management, Northwestern University, Chicago; and other special programs at Singapore Institute of Management (SIM), Singapore, and Burke Institute, USA.

  • He partly writes a column in Business World newspaper and is currently a professor in marketing management at the Ateneo Graduate School of Business (AGSB).

Date & Time
March 14, 2023
Start - 9:00 AM
March 22, 2023
End - 12:00 PM Asia/Manila

Live via Zoom

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Mansmith and Fielders, Inc.

0918-811-6888 • 0917-627-1888

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