Building a key account strategy
How can you build a robust strategic account plan with AI?
1960 € per session, excl. VAT
In short
“Building a key account strategy” is a private in-person session of a full day for key account managers and those responsible for major accounts or sales directors and pre-sales teams. It helps you analyse an account: activities, challenges, organisation, relationship history. Groups of up to 12 participants, in French, with exercises on your own work cases.
Why this training?
Key accounts represent a significant share of turnover, but their account plan is often a document that is completed once and then forgotten. Development opportunities are then left to chance encounters. This day helps participants build a useful account plan, using AI to structure the analysis, generate development hypotheses and prepare actions, while always distinguishing facts from hypotheses. Running case study: ‘Medica Group’, a fictional network of clinics, has been a client of a fictional sterilisation solutions supplier for three years. Participants build the strategic account plan for the following year. Transfer to the workplace: Each participant finalises the plan for their own account within two weeks and presents it at the next review.
Objectives of this training
- Analyse an account: activities, challenges, organisation, relationship history
- Map decision-makers and their stance towards the offering
- Identify and qualify development opportunities
- Build a twelve-month action plan
- Define account monitoring indicators
- Prepare to present the plan to your management
Who is it for and what are the prerequisites?
Roles and tasks concerned
- Key account managers and those responsible for major accounts
- Sales directors and pre-sales teams
Prior skills
- Regularly use a generative AI assistant and know how to structure a request (AI Prompting level or equivalent knowledge).
- Have experience in B2B sales and know your company's sales process.
What you will work on
Analyse the account
Objective: Understand the client's situation. Activities, challenges, organisation, history; ask AI to structure the information provided and list the unknowns.
Map decision-makers
Objective: Know who matters and where to act. Roles, influence, attitude towards the offering, relationships; gaps in the relationship.
Development opportunities
Objective: Find where to create value. Unmet needs, new sites, complementary services; qualification of each opportunity.
Action plan
Objective: Turn analysis into action. Actions by quarter, people responsible, resources, risks.
Monitoring indicators
Objective: Monitor the plan's progress. Relationship, activity and outcome indicators; quarterly review.
Present the plan
Objective: Gain internal support. One-page summary, resource request, anticipated questions.
What you take away
- Account analysis sheet
- Decision-maker map
- Three qualified opportunities
- Twelve-month action plan
- Monitoring indicators table
Method and assessment
- Short inputs followed by immediate practice on the running case study.
- Individual work followed by work in pairs, with peer review of outputs.
- Guided group discussion: what works, what needs correcting, what remains a human decision.
- Preparation: Choose an important account (transposed into a fictional case during the session). Bring your account plan template if you have one.
Observable criteria: The analysis sheet distinguishes facts from hypotheses; the decision-maker map identifies relationships to develop; each opportunity is qualified against explicit criteria; the action plan specifies the person responsible and the deadline.
Frequently asked questions
Can AI research information about the client?
The information used must be verified at source; the session mainly works with the documents provided.
How many accounts can be covered?
One complete account during the day; the method can then be replicated for other accounts.
Is the plan shared with the client?
No, it is an internal document; certain sections can feed into a partnership review with the client.
Does this training include CRM?
No, CRM integration falls within level 4 training.
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