Role-Based Programme
RB1133

AI for Key Account Management

Strategic Account Growth, Relationship Intelligence & Revenue Expansion

IMAGE REQUIRED
Duration
8 Hours
Level
Basic
Delivery
Instructor-Led
Format
Workshop

Programme Objectives

  • Understand how AI can support Key Account Management across account planning, stakeholder engagement, opportunity development, and relationship growth.
  • Apply AI to analyse strategic accounts, customer priorities, business developments, stakeholder networks, and growth opportunities.
  • Use AI to improve account reviews, meeting preparation, cross-sell and upsell planning, proposal development, and customer communication.
  • Develop practical skills for stakeholder mapping, account prioritisation, whitespace analysis, opportunity planning, and relationship-risk identification.
  • Understand responsible AI use, customer confidentiality, source validation, data accuracy, and human judgement in strategic account management.

Tools covered

Generative AI AssistantsAI Search & ResearchAccount IntelligenceStakeholder MappingOpportunity AnalysisAccount PlanningCross-Sell & Upsell AnalysisMeeting PreparationProposal SupportCRM Insights

Who should attend

  • Key Account Managers
  • Strategic Account Managers
  • National Account Managers
  • Enterprise Account Managers
  • Major Account Managers
  • Client Partners
  • Account Directors
  • Customer Relationship Managers
  • Business Development Managers
  • Sales Managers
  • Strategic Sales Professionals
  • Customer Success Leaders
  • Commercial Account Managers
  • Key Account Team Leaders

Prerequisites & Participant Readiness

  • Basic understanding of account management, sales, or customer relationship management
  • Familiarity with strategic customers, sales pipelines, proposals, or account reviews is helpful
  • Basic communication and digital-tool skills
  • No programming or technical AI knowledge required
  • Prior AI-tool experience is helpful but not mandatory

TOC Modules

Concepts
  • Understanding Generative AI and its relevance to strategic account management
  • Understanding how AI can support account research, relationship planning, opportunity analysis, and communication
  • Distinguishing AI assistance from CRM systems, sales automation, and traditional research
  • Understanding AI limitations, hallucinations, outdated information, and customer-data risks
Practical activities
  • Identifying recurring Key Account Management activities suitable for AI assistance
  • Comparing traditional and AI-assisted approaches to account planning
  • Mapping AI opportunities across the strategic account lifecycle

Scenarios

Strategic Account Review to Growth Plan

Account Data → AI-Assisted Research → Customer Priorities → Stakeholder Map → Whitespace Analysis → Growth Opportunities → Priority Actions → Account Plan

Participants use AI to analyse a sample strategic account, identify stakeholders and growth opportunities, and develop a structured account-growth plan.

Key Account Risk to Retention Strategy

Account Signals → Relationship Assessment → Risk Indicators → Stakeholder Changes → Customer Concerns → Retention Actions → Executive Engagement → CRM Update

Participants use AI to identify potential risks within a strategic customer account, prepare stakeholder-specific interventions, and create a structured retention and relationship-recovery plan.

Related programmes

Continue with programmes from the same capability area.

Take the next step

Ready to make this programme work for your team?

Customise modules, duration and business scenarios for your team.

Instructor-ledVirtualHybrid

Designed around your roles, tools and real workflows.