KAM and Trade Marketing Toolkit

By Ramon Barredo

Registrations are closed

Are you new in Key Account Management and Trade Marketing, or looking to revisit the fundamentals? This program is perfect for YOU! In 6 sessions, you will learn the essential fragments in managing key accounts, facilitated by Ramon Barredo who has over 20 years of experience in Sales and Marketing.

Key Topics

Part 1: Creating Value

  • Framework

    • KAM 

    • The Key Equations

    • Value Pyramid & Canvas

  • Roles & Competencies

  • Framework

  • Redefined in a Low Touch Economy

  • 3Es: Equity, Effective, Efficient

  • 2Os: Original, Ownable

  • Different Types of Consumer Promo Techniques and When to Use

  • Measuring Sales Promotions

Part 2: Building Competencies

  • The 4 Staples of Story Selling in Business

  • The Buyer's Journey & Matching Content Stories Along Their Path

  • What Questions Should You Ask?

  • What Actions Should You Take?

  • Empathy Maps in Customer Profiling

  • Buyer Personas + Canvas

Session 6: Sales Executions
  • Mansmith 3Cs Framework

  • Sales Engagement & Operational Tools


October 11, 13, 15, 18, 20, 22

5:30 PM to 7:30PM

Who Should Attend

Key Account Managers, Trade Marketing Officers


Lecture-discussions, Real-stories, Mini-workshops, Assignments, Q&A



Ramon Barredo

Chief Alliance Strategist
  • He has over 20 years of extensive experience in Marketing & Sales, gained from working with leading multinational and local corporations across diverse industries, to include consumer goods, retail, pharmaceutical and real estate development.

  • His specific areas of focus include leading New Product Commercialization initiatives, and launch of Branded Retail Formats.

  • He has likewise been involved in directing and executing Sales & Channel Management initiatives, as well as crafting Sales Force Capabilities programs.

  • He received his Master’s Degree in Business Management with Distinction from the Asian Institute of Management.

Date & Time
October 13, 2021
Start - 5:30 PM
October 22, 2021
End - 7:30 PM Asia/Manila

Live via Zoom

--Live via Zoom--
--Live via Zoom--

Ramon Barredo

--Ramon Barredo--

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