Marketing & Communication

Strategic Account Planning Workshop

Large accounts deserve structured plans built with cross-functional input. In this practical workshop, participants build a real account plan for one of their key customers: customer business analysis, relationship mapping, needs and opportunities, value proposition, competitive position, objectives and an action plan, with coaching and peer challenge.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Most key accounts are managed reactively. You will leave with a strategic plan to grow your most important customer relationship.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Workshop format using participants’ own accounts, templates, coaching and peer review.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Analyse the customer’s business and strategy
Map decision makers and relationships
Identify needs and growth opportunities
Develop a tailored value proposition
Assess competitive position
Build an account action plan

Target audience

Who should attend.

This course is suitable for:

Key account managers
Business development managers
Sales directors
Account teams
Customer success managers

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Customer analysis
Relationship mapping
Opportunity identification
Value proposition
Account planning

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Customer Business

09:00–10:08Customer strategy and challenges
10:08–11:00Industry trends
11:00–11:30Coffee break
11:30–11:45Industry trends (continued)
11:45–12:53Customer financial performance
12:53–14:00Workshop on own account

Day 2Relationships

09:00–10:08Decision making units
10:08–11:00Relationship mapping
11:00–11:30Coffee break
11:30–11:45Relationship mapping (continued)
11:45–12:53Gaps
12:53–14:00Workshop

Day 3Opportunities

09:00–10:08Needs analysis
10:08–11:00White space
11:00–11:30Coffee break
11:30–11:45White space (continued)
11:45–12:53Prioritisation
12:53–14:00Workshop

Day 4Value and Competition

09:00–10:08Value proposition
10:08–11:00Competitive position
11:00–11:30Coffee break
11:30–11:45Competitive position (continued)
11:45–12:53Risks
12:53–14:00Peer challenge

Day 5Account Plan

09:00–10:08Objectives
10:08–11:00Action plan
11:00–11:30Coffee break
11:30–11:45Action plan (continued)
11:45–12:53Internal support
12:53–14:00Final presentations

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon UK certificate of attendance. Smart Horizon UK programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

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