Upon completion of this course, participants will be able to:

• Master the process of conducting a deep-dive **Stakeholder and Organizational Analysis** of a major account.
• Develop a comprehensive **Major Account Plan (MAP)** or blueprint for a complex, multi-year account relationship.
• Apply advanced methodologies for identifying and articulating the account's key **Business Drivers and Metrics**.
• Design a strategy for building consensus and **Multi-Level Buy-in** across the customer's complex Decision-Making Unit (DMU).
• Implement a systematic approach to identifying and mitigating **Competitive Threats and Risks** within the account.
• Create a unified, integrated internal strategy for deploying cross-functional resources to support the major account.
• Develop clear, measurable **Short-term and Long-term Goals** for penetration and growth within the account.
• Lead and facilitate the internal **Account Planning Workshop** to gain team alignment and commitment.

• Major Account Managers and Global Account Executives
• Sales Directors and VPs overseeing Strategic Accounts
• Senior Pre-Sales and Solutions Consultants
• Executive Sponsors of Major Client Relationships
• Consultants and Project Leaders managing large-scale, complex projects

• Intensive Group Workshop: Developing a Major Account Blueprint for a Complex Fictional Client
• Case Studies on Strategic Account Losses and Successful Turnarounds
• Individual Exercise: Detailed Organizational and Stakeholder Mapping of a Real/Fictional Client
• Role-Playing: Leading an Internal Account Planning Workshop and Gaining Team Commitment
• Discussions on Ethical Relationship Building and Managing High-Stakes Vendor Politics

Unit 1: Major Account Strategy and Selection

• Defining the characteristics and strategic value of a **Major/Strategic Account**.
• Developing advanced scoring criteria for the prioritization of potential and existing major accounts.
• Understanding the financial metrics of major account profitability and resource intensity.
• The strategic decision to "Go Deep" with a major account versus broader market coverage.
• Aligning Major Account strategy with corporate goals and long-term vision.

Unit 2: Comprehensive Account Mapping and Analysis

Insight and Stakeholders
• Mastering the deep-dive **Organizational Chart and Political Mapping** of the account.
• Conducting a thorough analysis of the customer's **Business Drivers, KPIs, and P&L**.
• Techniques for mapping the customer's **Decision-Making Unit (DMU)**, power dynamics, and potential champions.
• Analyzing the customer's current perception of your company and its competitors.
• Identifying the account's most critical long-term goals and pain points to target solutions.

Unit 3: Major Account Plan (MAP) Blueprint

Strategy and Goals
• The essential components of the **Major Account Plan (MAP)** document.
• Developing a clear **Value Proposition** tailored to the account's executive priorities.
• Creating a multi-year **Growth Roadmap** (cross-sell, global expansion, innovation areas).
• Defining measurable short-term (90-day) and long-term (3-year) account objectives.
• Mastering the internal process of gaining consensus and executive sponsorship for the MAP.

Unit 4: Internal Orchestration and Execution

Resources and Alignment
• Leading the internal **Account Team** (sales, service, product, finance) for unified execution.
• Strategies for securing and managing scarce internal resources for account support.
• Developing a clear internal **Communication and Governance** plan for the account team.
• Mastering the skills to effectively present the MAP to internal executive sponsors.
• Protocols for managing account team conflict and ensuring alignment on goals.

Unit 5: Competitive Defense and Risk Management

Foresight and Retention
• Systematic analysis of the **Competitive Position** within the account (strength, weaknesses, key relationships).
• Developing a robust **Defense Strategy** against potential competitor displacement.
• Identifying and mitigating critical account risks (e.g., M&A activity, leadership change, financial instability).
• Creating a **Contingency Plan** for handling a major service failure or negative event.
• Establishing a regular **Account Health Check** and early warning system.