Certificate in Key Account Management

The Certificate in Key Account Management course is a professional training programme designed to help participants build, sustain, and nurture strategic client relationships. It focuses on increasing sales margins, improving customer loyalty, and protecting key accounts from competitor attack. The course equips Key Account Managers with practical skills and strategies to manage critical accounts effectively and create superior value for clients and their organisations.

You will learn essential skills such as managing your attitude for improved performance, conducting effective client conversations, reading buyer psychology, and building strategic growth plans for key accounts. The course also covers negotiation techniques, customer relationship mapping, competitive strategy, and virtual leadership. These skills enable you to deepen client relationships, grow accounts, and increase your personal effectiveness as a Key Account Manager.

More details are available in the course brochure.

The course uses a highly practical and interactive methodology over three intensive days, building on participants’ existing experience. It combines workshops, individual assessments, account audits, and account planning exercises based on best practice principles. This approach ensures that delegates develop actionable strategies and skills to maximise opportunities and protect key accounts efficiently.

Key modules include understanding the attributes of successful key account managers, strategic value creation, managing the buying process, focused listening, buyer roles, relationship mapping, competitor analysis, and political entrepreneurship. The course also addresses virtual leadership and execution of strategic plans. Download the course brochure for full details.

This strategic account management training course is designed for professionals responsible for managing key or strategic accounts, including experienced account managers who want to enhance their skills. It is suitable for those seeking to improve customer retention, grow account value, and implement effective strategic plans. The course benefits individuals aiming to excel in managing complex client relationships.

The course builds on participants' existing experience in account management, so some practical knowledge of sales or client management is beneficial. However, there are no formal prerequisites outlined in the brochure. Delegates should be prepared to actively engage in interactive workshops and assessments throughout the training.

Upon satisfactory attendance and successful completion of course assessments, participants will receive an Informa Certificate of Completion, which is CPD-accredited. In-person attendees will receive a hard copy, while virtual learners receive a soft copy of the certificate. Those who do not meet the attendance or assessment criteria will be awarded a Certificate of Attendance stating hours completed.

Full course duration details are available in the course brochure.

This key account management training course is delivered as a three-day intensive in-person workshop. It includes interactive sessions, practical activities, and assessments designed to build skills effectively within a short timeframe. Documentation, luncheon, and refreshments are provided for in-person learners, ensuring a comfortable learning environment.

You can expect to gain practical tools such as account audits, strategic account plans, customer relationship maps, and competitive strategies. The course improves your skills in managing client attitudes, conducting effective sales conversations, and executing account growth strategies. These outcomes help make business development efforts more predictable, with better-managed pipelines and higher customer loyalty.

Yes - we offer early bird discounts for the Certificate in Key Account Management, so the earlier you register, the better the rate you’ll secure. Organisations sending multiple participants can also benefit from group booking discounts, making it easier and more cost-effective to train full teams or departments together.

If you’re interested in group bookings or want to check available discounts, contact us at meenquiries@informa.com.

We also provide in-house and fully customised training solutions, where the programme can be tailored to your organisation’s specific goals, strategy needs, or internal capability requirements. For customised or in-company training, reach our Corporate Training Solutions team at cts@informa.com

Informa Connect Academy is a global provider of certified professional training, offering expert-led courses in leadership, finance, HR, strategy, and more. As part of the FTSE 100-listed Informa Group, we deliver 1,000+ courses annually across in-person, live online, and digital formats, helping professionals and organisations upskill with confidence.

Informa Connect Academy delivers training across 15+ key sectors, including:

• Finance & Risk

• Human Resources

• Project Management

• Energy & Sustainability

• Maritime & Transport

• Technology & Innovation

• Leadership & Strategy

• Law, Procurement & Supply Chain

Each course is industry-relevant and globally certified, helping professionals upskill with practical tools for career growth.

Explore programmes by sector in our course catalogue or calendar.

Informa Connect Academy offers 1,000+ certified training programmes across in-person, live online, and on-demand formats. Courses cover leadership, finance, HR, strategy, operations, and more with CPD-accredited and university-backed options. Whether you're seeking flexible online learning or immersive classroom sessions in cities like Dubai, London, or Singapore, there’s a format to suit every schedule and career stage.

Our courses are led by senior certified trainers and former C-suite leaders with 15–30+ years of real-world experience. Faculty members are experts in their field, often working across Europe, the Middle East, Asia, and Australia. You’ll find bios and credentials for each trainer on the brochure, so you know exactly who’s leading your session before enrolling.

Yes, this course is certified by NASBA. Most Informa Connect Academy courses are CPD-accredited or delivered in partnership with globally recognised organisations, including CIPD, PMI, NASBA, EFQM, WorldatWork, and DMI.

These accreditations ensure that our programmes meet international training standards and support your professional development goals.

You can view the full list of accreditation and academic partners on our website.

Key Account Management (KAM) is a strategic approach to managing an organisation’s most important customers to build long-term, high-value partnerships. Rather than focusing only on traditional selling, KAM involves structured planning, relationship development, and value creation to help key clients grow while protecting accounts from competitors. It aims to increase margins, improve sales performance, and ensure ongoing customer loyalty through strategic account planning and collaboration.

Key Account Managers are responsible for developing and executing strategic growth plans for major clients. They analyse accounts, build relationship development maps, and create action plans that strengthen partnerships. Their role includes holding high-value client conversations, understanding buyer roles and decision processes, conducting negotiations, building compelling value propositions, and differentiating their organisation from competitors. They also manage account performance, identify opportunities, and ensure consistent delivery of value to the customer.

Successful Key Account Managers require a blend of strategic, communication, and business skills. The course highlights critical capabilities such as managing mindset and attitude for peak performance, conducting effective and focused client conversations, understanding customer buying processes, reading buyer psychology, mapping relationships within client organisations, developing account growth strategies, negotiating win-win outcomes, and executing plans with strong personal productivity. These skills help managers exceed performance goals and deliver superior value to both clients and their own organisation.