The KAM Development Programme.
A training, coaching and development programme in which every key account manager builds a value proposition and a growth strategy for one real customer, and presents it to your senior leaders at the end.
Nobody is trained for all three jobs.
A key account manager does three jobs. The strategist builds the offer. The business developer sells it. The operator captures the value and keeps the plan alive. Almost nobody arrives in the role able to do all three, and almost no programme teaches them together, which is why so much KAM training produces better presentations and the same numbers.
This programme runs the whole cycle, offer development, value selling and value capture, on the account manager's own customer, with the AI tools adopted module by module so the method is still in use after we leave. The case study is their account. The final presentation is to your leadership.
Three situations this fixes.
Good relationships, flat accounts
Your account managers are liked by their customers and have not grown them in three years. The relationship is the strategy.
Every proposal is a product list
Propositions open with what you make. Customers respond with what they will pay. Nobody has shown the team the other way round.
The team has the tools and not the method
AI licences were bought, a few people use them for emails, and the account plans look the way they did in 2019.
A proposition, a plan and a pitch, for every account manager.
Built on their real customer across the four modules, and presented to your leadership at the end.
A customer value proposition
For one real key customer, built inside-out, evidenced, and tested before the customer sees it.
The growth strategy
The whole wallet, the gap, and the plan to close it, with the number a board understands.
The internal pitch
The business case, sold to your own leadership first, so the offer survives contact with delivery.
The customer pitch
Built for the decision-making unit, rehearsed, and ready for the C-suite.
A Tri-Skills profile
Where each account manager sits as strategist, business developer and operator, and what to develop next.
The tools, in use
The Value Matters AI tools adopted through the programme and free for two years after it.
Four days in the room. The work happens between them.
Understand the customer
Customer needs analysis, the problem worth solving, the first customer value proposition, and the customer strategy. Assignment: build it for your account.
Sell the value
The business case and the internal pitch. Building the customer pitch. How to pitch to the C-suite. Assignment: sell it inside first.
Capture the value
The executive summary. Capturing value for you and for the customer. The annual review that is a working session, not an audit.
The account manager
The Tri-Skills, implementing new ideas, the blockers and enablers of KAM. Then the final presentation to your senior leaders.
Four face-to-face days, with webinars between each to review assignments and give feedback. AI tools are introduced in every module and used on the assignments. Cohorts of account managers and the team members who support them.
Both of us. In the room.
Mark Davies
Chair of the Association for Key Account Management. Visiting Fellow at Cranfield and Aston. Author of Infinite Value.
Richard Brooks
Author of AI Strategy for Sales Teams (Kogan Page, 2026). Visiting Fellow at Cranfield. He runs the AI adoption and keeps the tools useful after we leave.
The method is the one in our next book, Creating Customer Value Propositions with AI (Kogan Page, May 2027), and the one we teach on the Cranfield KAM Best Practice programme.
From £22,500 per cohort.
Both of us facilitating. Four modules, the webinars between, the assignment feedback, and the final presentation to your leadership. Priced per cohort.
AI training and the tools are included, with the tools free for two years from the start of the programme. Travel and expenses at cost. Runs best after a Strategic Customer Forum, so the strategy the account managers are building towards exists.
Three ways in, one method underneath.
Strategic Customer Forum
Your leadership team and the functions that make or break a key account, in one room, agreeing which customers are key, what they are worth, and how the business will serve them. Then a standing group that keeps it true.
Key Customer Deep Dive
The method applied end to end with one account team on one key customer: the offer, the proposition, the number, the plan, and the projected growth presented to your senior leaders. A reference plan for every account that follows.
Tell us where you are.
A sentence or two is enough. We reply within a working day, usually with three questions.