Strategic Account Planning: Why does it matter so much?

By Heidister Drewett | April 21, 2020 |

Wednesday 4th November 2020, 9:30am – 17:00pm

Lisbon School of Economics and Management
University of Lisbon, Portugal
Rua do Quelhas 6, 1200-781 Lisboa


What are your strategic account plans like?

Up to date, insightful, innovative and compelling? Or not?


But strategic account plans are a fundamental part of KAM. So it follows that if you don’t have one for your key customer, you are not really delivering KAM. Indeed, you’ll probably be wondering what’s supposed to be different about KAM compared with how you were working before!

What’s different should all be in the plan – if it isn’t, neither you, nor your own company, nor your customer will know what you are going to do. So no-one can prepare for it, no-one can commit to it, and no-one can see the value. Then what’s to stop the account from going elsewhere?

This day will investigate what strategic account plans should look like, how to use them, what stops them from being the principle instrument of KAM that they should be, why they are generally so poor.

You can share/challenge the views of the speakers and other delegates – there will be plenty of time for discussion and networking.

John Bailey, Director International Key Accounts, Hiab Ab, has spent 40+ years in International Sales and Key Account Management. John is the architect of the KAM programme for Hiab AB, a global provider of on-road load handling equipment. He developed the company’s approach to strategic account planning and will take you through the successes and issues along the way.

Dr Lesley Murphy, Lecturer at the Technological University of Dublin provides insight into the latest research on KAM, to enable you to keep your KAM practices evidence-based and up to date. Unfortunately, KAM practitioners have constantly to counter the opinions and ‘instincts’ of other functions, so having reliable, researched support for your approach is invaluable

Steve Sweeney, Director 212 degrees, worked in the pharma industry for many years, lastly with AstraZenaca, before offering his experience more broadly. He has seen both sides of strategic account plans and has great advice to offer on the do’s and don’ts of strategic account planning.


⬇️ Register below to reserve your place for €90
or join AKAM and register free!

The workshop opens at 9.00am for a 9.30am start. Lunch is included.


Special offer

 Join AKAM today to attend this workshop and AKAM Technical the day before, and all further AKAM events for the following 12 months, plus access to our Member Resources site, all for only €180 (a saving of €50 compared with booking the events separately).

Once you are a member, log in to Member Resources to book your free place.

*NB Existing members, go straight to FREE meeting registration


*NB We fully intend to hold this meeting in November, but in the current pandemic uncertainty we suggest that while we ask you to register if you expect to attend, we suggest you do not commit to unrefundable costs for travel or hotels until nearer the time. (Any registration fees with AKAM would be refunded in full if the meeting does not go ahead).


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