Role-Based Programme
RB1132

AI for Key Account Management

Smarter Account Planning, Stakeholder Engagement & Revenue Growth

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Duration
4 Hours
Level
Awareness
Delivery
Instructor-Led
Format
Awareness Session

Programme Objectives

  • Understand how AI can support Key Account Management across account research, relationship planning, opportunity development, and account growth.
  • Explore practical AI applications for analysing strategic accounts, mapping stakeholders, identifying business priorities, and preparing customer engagements.
  • Apply structured prompting techniques to generate account insights, relationship strategies, opportunity ideas, meeting questions, and follow-up communication.
  • Use AI to improve productivity across account plans, business reviews, proposals, customer meetings, and CRM updates.
  • Recognise customer confidentiality, source accuracy, commercial sensitivity, bias, and human-review requirements when using AI for strategic account management.

Tools covered

Generative AI AssistantsAI Search & ResearchAccount IntelligenceStakeholder MappingOpportunity AnalysisAccount PlanningRelationship ManagementProposal SupportCRM Intelligence

Who should attend

  • Key Account Managers
  • Senior Key Account Managers
  • Strategic Account Managers
  • National Account Managers
  • Global Account Managers
  • Enterprise Account Managers
  • Account Directors
  • Client Relationship Managers
  • Business Development Managers
  • Sales Managers
  • Customer Relationship Leaders
  • Commercial Account Managers
  • Account Executives
  • Strategic Sales Professionals
  • Key Account Team Leads

Prerequisites & Participant Readiness

  • Basic understanding of sales, account management, or customer relationship management
  • Familiarity with strategic accounts, customer meetings, opportunities, or CRM systems is helpful
  • Basic communication and business-research skills
  • No programming or technical AI knowledge required
  • No previous AI-tool experience required

TOC Modules

Concepts
  • Understanding Generative AI and its relevance to strategic account management
  • Exploring AI applications across account research, relationship planning, growth opportunities, and customer communication
  • Understanding the difference between AI assistance, CRM automation, and account-manager judgement
  • Recognising AI limitations, hallucinations, outdated information, and unsupported assumptions
Practical activities
  • Identifying high-value AI applications across a typical Key Account Management workflow
  • Comparing a traditional account-planning activity with an AI-assisted approach

Scenarios

Strategic Account to Growth Plan

Account Research → AI-Assisted Analysis → Stakeholder Mapping → Customer Priorities → Whitespace Opportunities → Prioritisation → Account Growth Plan

Participants use AI to analyse a sample key account, map important stakeholders, identify potential growth opportunities, and build a structured strategic account plan.

Executive Account Review to Expansion Opportunity

Customer Review → Business Priorities → Relationship Insights → AI-Assisted Opportunity Analysis → Value Proposition → Next Actions → CRM Update

Participants use AI to organise a sample executive account review, identify relationship and commercial opportunities, and prepare a focused expansion plan with clear next actions.

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