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New videocast series about "Key Account Management" with Diana Woodburn
In a series of 18 videos developed with CrossKnowledge, Diana Woodburn encourages key account managers to gain and maintain in-depth knowledge of their clients and to work with them to develop a network of strategic relationships. She highlights the importance of follow-up on key account clients' requests, making changes to internal practices if necessary.
Her first career in various sectors of international B2B marketing enabled Diana Woodburn to gain a firm grasp of the inner workings of key account management. After a PhD in this field, Diana became an influential specialist.
She provides consultancy and training services to large international groups (via her consultancy firm, Marketing Best Practise) and takes part in its academic formalization at Cranfield University in the UK. Among her many published books, she co-wrote a work of reference in the field, "Key Account Management: The Definitive Guide".
To ensure ever-increasing value for their clients, key account managers need to formalize the strategy for each client within an account management plan, using performance indicators to evaluate the profitability and quality of the relationship. Key account managers will be supported by their transversal team that they will motivate and get involved to best serve the client.
Diana Woodburn reminds us that establishing such a system is a medium-term project which implies mobilizing the company as a whole and making changes to its culture. It is a question of breaking away from short-term pressure in favour of looking towards the long-term with a select number of strategic clients.
It is also important to choose the right players. A key account manager is not necessarily a salesperson whose title has changed. To find out more about this role and succeed in your transition towards key account management, watch "Key Account Management" videos with Diana Woodburn, online with the CrossKnowledge Library.
Through this training programme, you will discover:
Get familiar with your key accounts
More added value for your key accounts
No strategic account plan, no key account management
Following up for your key accounts
Building a network of relationships with your key accounts
Using measurement as a powerful tool in key account management
Make sure key accounts are profitable
The role of processes in key account management
Showing leadership as a key account manager
Involving your key account team
Running effective key account team meetings
Adapt your organisation to the needs of your key accounts
Key account management is a journey
Involve the whole company in key account management
Make sure key account planning really counts
Select your key accounts carefully
Evaluate the profitability of your key accounts
Is your culture compatible with key account management?
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