KAM and Trade Marketing Toolkit
By Ramon Barredo
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.
Part 1: Creating Value
The Key Equations
Value Pyramid & Canvas
Roles & Competencies
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
Mansmith 3Cs Framework
Sales Engagement & Operational Tools
Who Should Attend
Key Account Managers, Trade Marketing Officers
Lecture-discussions, Real-stories, Mini-workshops, Assignments, Q&A
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.