Steering Key Account Teams
Master the methods for managing Key Account Managers — from steering their activity on strategic accounts to building and executing account development plans.
What this program changes for your business
better-qualified opportunities
higher conversion rates
shorter sales cycles
AI-powered practice
Unlimited rehearsal on Skeells, instant feedback, realistic simulations tailored to your cases.
Field anchoring
Integrated managerial coaching, transfer to real customer meetings, progress tracking.
Sustainable practice
3-month Skeells access post-workshop to embed reflexes and measure skill growth.
Not a theoretical training. A rehearsal for real customer meetings.
- Filmed and debriefed role-plays
- AI simulations on your own scenarios
- Real cases brought by participants
- Individual action plans actionable on day one
Context
Key Account Managers operate in a unique environment: fewer accounts, deeper relationships, longer time horizons and higher strategic stakes. Traditional sales steering methods — focused on volume and short-term conversion — don't apply. KAM managers need to steer both the strategic planning dimension (account plans, share of wallet growth, relationship mapping) and the operational dimension (activity cadence, meeting quality, pipeline within accounts). This program covers both.
Objective
Who is it for?
- Managers overseeing Key Account Management teams
- Directors responsible for strategic account portfolios
- Sales leaders transitioning to KAM management roles
- Commercial directors defining KAM governance and processes
Program Outline
Steering KAM activity
- Defining account-level activity metrics (meetings, stakeholders covered, initiatives)
- Monitoring the rhythm of engagement on each strategic account
- Running effective KAM review meetings focused on account health
- Using CRM and account data to drive objective coaching conversations
Strategic account planning
- Building structured account development plans
- Mapping decision-making units and influence networks
- Identifying growth opportunities: cross-sell, upsell, new divisions
- Setting account-level objectives and revenue targets
Growing share of wallet
- Analysing current vs. potential share of wallet per account
- Developing competitive displacement strategies
- Creating value propositions tailored to each account's priorities
- Building executive-level relationships to unlock new opportunities
Coaching KAMs on execution
- Reviewing account plans in one-on-one coaching sessions
- Challenging assumptions about account potential and strategy
- Supporting KAMs on complex internal negotiations and resource alignment
- Accompanying KAMs on strategic client meetings
KAM governance and reporting
- Defining the rhythm of account reviews (monthly, quarterly, annual)
- Building account scorecards and health dashboards
- Reporting account performance to executive stakeholders
- Aligning cross-functional teams around key account priorities
Training Format
- 2-day workshop (14 hours)
- Blended format: in-person or virtual
- Maximum 10 participants per session
- Account plan templates, review frameworks and real case studies
- Account development plan and scorecard templates included
Using AI in this sales skill
Concrete ways salespeople can leverage artificial intelligence to enhance this specific skill.
Account plan review
Use AI to review and challenge account development plans, identifying gaps in strategy and suggesting growth levers.
"Here is the account development plan for [Key Account X] including current revenue, products sold, stakeholders mapped and growth targets. Identify 3 blind spots in the plan and suggest untapped cross-sell opportunities based on the account's industry."
Share of wallet analysis
Analyse account potential vs current penetration to quantify growth opportunities.
"Our client [Company X] spends €5M annually on services in our category. We currently have €800K. Based on their org structure and our product portfolio, estimate the addressable share of wallet and prioritise the top 3 growth opportunities."
Account health scoring
Generate account health scorecards based on engagement metrics, relationship depth and pipeline data.
"Here is the data for my 8 key accounts: meeting frequency, stakeholders engaged, active pipeline, NPS scores, contract renewal dates. Generate a health scorecard ranking accounts by risk level and suggest the top 3 requiring immediate manager attention."
KAM coaching preparation
Prepare coaching questions and talking points for account review sessions with KAMs.
"I'm reviewing [Account Y] with my KAM. Revenue has been flat for 2 years, they've only engaged 2 of 6 stakeholders, and a competitor just won a new contract. Generate coaching questions to challenge the KAM's approach and an action plan framework."
Powered by Skeells
Learning continues with AI-powered practice
Interactive Podcasts
Deepen KAM management skills through podcast episodes on account planning, share-of-wallet strategies and executive relationship building.
AI Role-Play Practice
Practice conducting account plan reviews and KAM coaching sessions with AI-simulated Key Account Managers presenting different account situations and challenges.
This program is part of the Qwantiq sales transformation approach — combining expert sales training, managerial coaching and AI-powered learning through the Skeells platform.
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Interested in this program?
Let's discuss how to adapt it to your team's needs.