21st 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. It hinges 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 using Google 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. Definitions: What is KAM? Who is a KA?
3. KAM Operating Model
4. Account Segmentation Model: Are they really Key Accounts?
5. Power Theories in Supplier-Buyer Relationships
6. How to Use Each Type of Power
7. Group Dynamics
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. Definitions: What is KAM? Who is a KA?
3. KAM Operating Model
4. Account Segmentation Model: Are they really Key Accounts?
5. Power Theories in Supplier-Buyer Relationships
6. How to Use Each Type of Power
7. Group Dynamics
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. Five (5) Illustrative Courses
2. Understanding the Customer's Business Model
3. The Customer Profile & Value Proposition Canvas
4. The Power of Listening and Asking the Right Questions
5. Group Dynamics
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. Five (5) Illustrative Courses
2. Understanding the Customer's Business Model
3. The Customer Profile & Value Proposition Canvas
4. The Power of Listening and Asking the Right Questions
5. Group Dynamics
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. Five (5) Illustrative Courses
2. Conceptual Model: The Value-Creation (VC) Model
3. Operating Model: The Value Proposition Canvas
4. Group Dynamics
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. Five (5) Illustrative Courses
2. Conceptual Model: The Value-Creation (VC) Model
3. Operating Model: The Value Proposition Canvas
4. Group Dynamics
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
Key Topics:
1. The Joint-Business Planning Process
2. Visioning with the Account (Joint Winning Aspiration)
3. Using Google OKR as goal-setting tool
4. Alignment of Metrics & Measures
5. Group Dynamics
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
Key Topics:
1. The Joint-Business Planning Process
2. Visioning with the Account (Joint Winning Aspiration)
3. Using Google OKR as goal-setting tool
4. Alignment of Metrics & Measures
5. Group Dynamics
Schedule
January 14, 15, 16, 17 (9AM - 11:30 AM)
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.