Role-Based Programme
RB1134

AI for Key Account Management

Strategic Account Growth, Customer Intelligence & Relationship Excellence

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Duration
16 Hours
Level
Intermediate
Delivery
Instructor-Led
Format
Capability Training

Programme Objectives

  • Develop practical AI capabilities for strategic account planning, customer intelligence, relationship management, and account growth.
  • Apply AI to analyse key accounts, stakeholders, customer priorities, risks, whitespace opportunities, and competitive activity.
  • Use AI to strengthen executive engagement, account reviews, value propositions, cross-sell and upsell planning, and renewal preparation.
  • Improve account-management productivity through meeting preparation, CRM documentation, customer communication, and action tracking.
  • Apply responsible AI practices related to customer confidentiality, commercial sensitivity, privacy, source validation, and human judgement.

Tools covered

Generative AI AssistantsAI Search & ResearchAccount IntelligenceStakeholder MappingCustomer Data AnalysisAccount PlanningOpportunity AnalysisMeeting IntelligenceProposal SupportCRM Workflow ConceptsExecutive SummarisationPresentation Tools

Who should attend

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

Prerequisites & Participant Readiness

  • Experience in key account management, enterprise sales, account management, or customer relationship roles
  • Familiarity with strategic accounts, customer meetings, account reviews, CRM systems, and commercial discussions
  • Basic familiarity with Generative AI tools is recommended
  • Ability to interpret customer, revenue, and account-performance information
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, multimodal AI, and AI assistants
  • Exploring AI applications across account planning, customer intelligence, relationship management, and growth
  • Understanding how AI differs from CRM, sales automation, analytics, and traditional account-management tools
  • Recognising hallucinations, outdated information, unsupported assumptions, and AI limitations
Practical activities
  • Mapping the Key Account Management lifecycle to practical AI applications
  • Identifying high-value versus low-value AI use cases
  • Comparing traditional and AI-assisted account-management workflows

Scenarios

Strategic Account Review to Growth Plan

Account Intelligence → Performance Review → Stakeholder Mapping → Relationship Gaps → Whitespace Analysis → Growth Opportunities → Account Priorities → 12-Month Growth Plan

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

At-Risk Key Account to Retention & Expansion Strategy

Account Health → Customer Issues → Stakeholder Sentiment → Risk Signals → Root-Cause Questions → Retention Actions → Executive Engagement → Expansion Roadmap

Participants use AI to assess a simulated at-risk account, identify evidence-based retention priorities, strengthen stakeholder engagement, and develop a recovery and expansion strategy.

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