19th Advanced Key Account Management
By Emilio Macasaet III
Program Concept:
This AKAM training program provides key account managers a value-creation framework in managing key accounts. The framework centers on strategies that build and solidify account relationships. Ithinges on the Value-Creation Model by which the key account managers can transform key account engagement from transactional to consultative level. It rests on the idea that value-creation is not what we do for the account, but what we do with the strategic account.Relevance: This value-creation selling approach is a time-based strategy to profitably retain and growyour most important accounts better than competition.
Uniqueness: This course provides unique account distinction strategies per segment, and a value-creation model that focuses on underserved and un-served needs of your key accounts. It also teaches
how to profitably deliver your set of offerings via data storytelling and align with the key account usingGoogle OKR as goal-setting tool.
Believability: The credibility of the module is backed by the facilitator, Emilio Macasaet III, whopossesses a rich array of credentials. Additionally, the program's reputation is further reinforced by the5-Star ratings it has received from previous participants who attended, and satisfied clients who consulted with Mr. Macasaet for their Key Accounts Management.
Program Overview
Module #1: Introduction to Key Account Management
Desired Key Output:
Participants can effectively implement the key account management model, enabling them to deliver superior offerings to their key accounts.
Key Topics:
1. Introduction to KAM as a Strategy
2. The KAM’s Roles and Competencies
3. Relationship Development Model
4. KAM Operating Model
5. Power Theories in Supplier-Buyer Relationships
Participants can effectively implement the key account management model, enabling them to deliver superior offerings to their key accounts.
Key Topics:
1. Introduction to KAM as a Strategy
2. The KAM’s Roles and Competencies
3. Relationship Development Model
4. KAM Operating Model
5. Power Theories in Supplier-Buyer Relationships
Module #2: Account Investigation: Understanding Your Customer
Desired Key Outputs:
1. Participants are able to obtain both the under-served and un-served needs of the account using investigation and probing techniques; and
2. Participants are able to gain insights from relevant account information which they can integrate in their account plans and value-creation strategies.
Key Topics:
1. Understanding the Customer’s Business Model
2. Customer Needs as Sources of Strategies
3. The Power of Listening
4. The Power of Asking The Right Questions
1. Participants are able to obtain both the under-served and un-served needs of the account using investigation and probing techniques; and
2. Participants are able to gain insights from relevant account information which they can integrate in their account plans and value-creation strategies.
Key Topics:
1. Understanding the Customer’s Business Model
2. Customer Needs as Sources of Strategies
3. The Power of Listening
4. The Power of Asking The Right Questions
Module #3: The Value-Creation Model: Creating superior and differentiated offerings
Desired Key Outputs:
1. Participants are able to articulate and use the value-creation model to veer away from transactional selling and instead employ consultative approaches in building strategic accounts.
2. Participants are able and ready to use the model to their existing key accounts.
Key Topics:
1. Introduction: Case Studies and Key Learning
2. The Value-Creation (VC) Model
3. How to apply the VC Model to your account
4. Group presentation
1. Participants are able to articulate and use the value-creation model to veer away from transactional selling and instead employ consultative approaches in building strategic accounts.
2. Participants are able and ready to use the model to their existing key accounts.
Key Topics:
1. Introduction: Case Studies and Key Learning
2. The Value-Creation (VC) Model
3. How to apply the VC Model to your account
4. Group presentation
Module #4: Executing & Evaluating: Aligning with the Key Account
Desired Key Outputs:
1. Participants are able to develop a shared vision, objectives and strategies with their key
accounts instead of working in isolation.
2. Participants are able to use relevant metrics to help explain and predict the business
performance of their key accounts
3. Participants are able to use data storytelling model to deliver a compelling narrative.
Key Topics:
1. Data StoryTelling
2. Visioning with the Account
3. Alignment of Key Issues and Solutions (UVP)
4. Using Google OKR as goal-setting tool
5. Internal and External Metrics
1. Participants are able to develop a shared vision, objectives and strategies with their key
accounts instead of working in isolation.
2. Participants are able to use relevant metrics to help explain and predict the business
performance of their key accounts
3. Participants are able to use data storytelling model to deliver a compelling narrative.
Key Topics:
1. Data StoryTelling
2. Visioning with the Account
3. Alignment of Key Issues and Solutions (UVP)
4. Using Google OKR as goal-setting tool
5. Internal and External Metrics
Schedule
June 4, 5, 6, & 7, 2024 (9AM - 12PM)
Who Should Attend
The modules are primarily oriented to key accounts specialists (KAS) / managers (KAM), and sales managers handling a key accounts group.
Methodology
Four (4) half-day sessions (each session runs for 3.0-3.5 hours) of synchronous learning.
Speaker
Emilio Macasaet III
Partner and Chief Channel Marketing Strategist
Author of 3 best-selling books (Distributor Management, Key Account Management, and Trade Marketing)
Agora Awardee for Marketing Education (2023)
Worked in top companies such as Gillette, Nestle, L'Oreal, Metrolab, and RFM (as VP of Sales and Distribution).
Marketing Professor at the Ateneo Graduate School of Business (AGSB).
Consultant and trainer for clients across Asia.
Attended an executive program on Marketing Channels at Kellogg School of Management, Northwestern University, Chicago.