Strategic Account Development and Growth

Sales and Marketing October 25, 2025
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Introduction

This course focuses on **Strategic Account Development and Growth**, providing advanced methodologies for transforming existing relationships into massive, multi-faceted partnerships. It moves beyond account maintenance to proactive value creation, emphasizing deep alignment with the customer's C-suite strategy. Participants will master techniques for **Joint Innovation, Value Co-Creation, and Executive Relationship Management** to identify and capitalize on breakthrough growth opportunities. This training is designed for senior account leaders who seek to lock out competitors and significantly increase **Share of Wallet** through indispensable, strategic collaboration.

Objectives

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

  • Develop a comprehensive **Strategic Account Growth Roadmap** focused on long-term value co-creation.
  • Master the skills of **Executive Relationship Management** and influencing C-suite strategic decisions.
  • Apply advanced techniques for identifying and creating new **Value Pools** within the account (white space analysis).
  • Design and lead **Joint Innovation Programs** and co-development projects with the customer.
  • Develop a clear, differentiated **Value Proposition** that speaks directly to the customer's long-term corporate strategy.
  • Implement a systematic process for ensuring value delivery and communicating measurable impact to the customer.
  • Establish a formal **Account Governance Structure** (e.g., steering committees) with the strategic account.
  • Strategically position the organization as an indispensable partner for the account's future success.

Target Audience

  • Strategic Account Managers and Directors
  • VPs of Sales and Chief Commercial Officers (CCOs)
  • Business Development Leaders and Alliance Managers
  • Product and R&D Leaders engaging with strategic customers
  • Senior Consultants focusing on large client strategy

Methodology

  • Group Workshop: Conducting a Strategic White Space Analysis and Value Co-Creation Session
  • Case Studies on Major Strategic Partnerships and Joint Innovation Successes
  • Individual Exercise: Drafting a Personalized Value Narrative for the Customer's CEO
  • Role-Playing: Leading an Executive Steering Committee Meeting and Presenting Value Metrics
  • Discussions on Ethical Collaboration and the Future of Strategic Partnerships

Personal Impact

  • Acquisition of high-level strategic planning and executive influence skills.
  • Mastery of value co-creation and joint innovation methodologies for breakthrough growth.
  • Enhanced ability to secure and manage multi-year, multi-million-dollar strategic accounts.
  • Increased confidence in engaging and influencing C-suite decision-makers.
  • Elevated personal brand as a strategic, visionary business partner.

Organizational Impact

  • Explosive, predictable growth and significant increase in **Share of Wallet** within strategic accounts.
  • Establishment of the organization as an indispensable, **Primary Strategic Partner** to key customers.
  • Sustainable competitive advantage through formalized competitive lock-out and joint innovation.
  • Stronger internal alignment and collaboration on the most critical revenue streams.
  • Improved internal resource utilization by focusing efforts on the highest-potential accounts.

Course Outline

Unit 1: Strategic Account Assessment and Potential

Vision and Opportunity
  • Defining the characteristics of a **True Strategic Partner** versus a large vendor.
  • Conducting a detailed **White Space Analysis** to uncover breakthrough growth opportunities.
  • Analyzing the strategic account's long-term corporate vision, market trends, and biggest threats.
  • Developing a **Growth Potential Scorecard** focused on long-term value and joint innovation.
  • The imperative of **Strategic Alignment** between the two organizations.

    • Unit 2: Executive Relationship and Influence

    C-Suite Engagement
    • Mastering the protocols and best practices of **Executive Relationship Management**.
    • Techniques for gaining access to and effectively communicating with the customer's C-suite.
    • Developing a personalized **Value Narrative** that aligns with the executive's P&L and strategic metrics.
    • Strategies for becoming a trusted, indispensable advisor to the account's key decision-makers.
    • Managing internal executive sponsorship and communication for the strategic account.

      • Unit 3: Value Co-Creation and Joint Innovation

      Partnership and Growth
      • Mastering the process of **Value Co-Creation** and identifying mutual strategic benefits.
      • Designing and launching **Joint Innovation Programs** or co-development initiatives with the customer.
      • Developing a clear **Strategic Account Growth Roadmap** and corresponding Joint Business Plan (JBP).
      • Strategies for effectively increasing **Share of Wallet** across all relevant business units.
      • Utilizing customer insights from the strategic account to inform internal product and service development.

        • Unit 4: Account Governance and Performance

        Structure and Accountability
        • Establishing a formal **Account Governance Structure** (e.g., Executive Steering Committees, Quarterly Business Reviews).
        • Techniques for ensuring value delivery and communicating measurable **Business Impact** to the customer.
        • Developing a unified internal **Strategic Account Team** structure and communication protocol.
        • Strategies for managing internal politics and resource allocation for the strategic account.
        • Benchmarking the strategic partnership maturity against best practices.

          • Unit 5: Risk Mitigation and Competitive Lock-out

          Defense and Indispensability
          • Developing a comprehensive strategy to **Lock Out Key Competitors** through indispensable value.
          • Systematic analysis of the competitive landscape and risk of displacement in critical areas.
          • Identifying and mitigating strategic risks (e.g., account M&A, technology disruption).
          • Strategies for maintaining account stability during personnel turnover and organizational change.
          • Positioning the organization as the customer's **Primary Strategic Advisor** for their future.

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