Account Management
3DAM™
Account Management Training
Retain and grow all your accounts, from the smallest to the largest.
Effective account management can increase the value of customers and channel partners by up to 50% (Source: Imparta; Gallup). Your best account managers may well meet this standard. But what about the rest?
How many of your account managers actively sell your full range of products and services? Break out of their comfort zone to sell into adjacent buying centres? Generate insight when planning, rather than just information?
Our research shows that most Account Managers, and even Strategic Account Managers:
- Don’t focus on the key questions they must answer in order to grow and retain business.
- Behave as ‘Friendly Helpers’, rather than bringing insight, influencing behaviour and building trust.
- Don’t maintain the Plan-Do-Review cadence needed to drive results.
Imparta’s Account Management training programme is designed to build the full set of analytical and interpersonal skills and behaviours needed to retain and grow account revenue and margin. It equips account managers to map the wider account, identify threats and opportunities, build competitive strengths, manage the team (even without authority over them) and forecast accurately.
This highly interactive training course builds sustainable skills through application and real-life exercises, tools that can be integrated into your CRM, and reinforcement through Imparta’s continuous improvement ecosystem.
Course Overview
This programme establishes a focused, efficient process for account management, key account management and strategic account management.
Key training topics include:
- Developing a 3D Advantage® (Insight, Influence and Trust).
- Mapping accounts to identify opportunities to increase share of wallet and access new buying centres, as well as any threats.
- Assessing the appropriate level of partnership within a given account, and assessing customer health.
- Estimating and improving account-level profitability.
- Mapping and managing stakeholders; building trust and influencing decisions.
- Identifying the forces acting on an account and finding new opportunities based on unmet current and future objectives.
- Prioritising account initiatives, influencing without authority and fostering collaboration across the wider account team.
- Making accurate B2B revenue forecasts.
- Establishing a regular review and re-planning process, internally and with the customer, to improve account performance.
Impact
Many account management methodologies result in formulaic account plans that take a long time to create but end up on the (digital) shelf. In contrast, the 3D Account Management™ course equips account managers to customise their approach to the specific issues and opportunities in their account, saving time and unlocking growth in all your accounts, from the smallest to the largest.
The training will increase:
- Account penetration and share of wallet.
- Account profitability.
- Recurring revenue, customer longevity, entanglement and lifetime value.
- The accuracy of revenue forecasts.
Secondary benefits include:
- Creating references and case studies that can be leveraged to generate further leads.
- Improved business and financial acumen.
- Differentiation as a Trusted Advisor.
Strategy Gameboard
The 3D Account Management™ programme draws on a clear, effective definition of account strategy that can be applied – in different levels of detail – to your smallest accounts and your very largest. The example animation below explains more.
Who is it For?
This account management programme can be adapted for Account Managers, Channel/Partner Managers, Key Account Managers, Strategic Account Managers, and for people who manage those roles.
It can also be used to transition salespeople and sales reps into an account management role.
Formats and Duration
The programme is part of Imparta’s modular curriculum.
It is available as:
- eLearning (full modules, plus individual assets that you and your teams can embed into playlists).
- A 2- or 3-day instructor-led face-to-face workshop, during which teams work on live accounts.
- Modules that can be combined with other courses.
The programme also includes competency definitions, application tools, measurement, and reinforcement tools including nudge questions and manager coaching guides to make the new skills stick.
Application Tools
Application tools (Canvases) are available in print, editable PDF and Excel versions. They are also available as native Salesforce tools and standalone tools within our platform.
The Canvases create a way to bring new skills directly into the day to day work of your account teams.
Explore the modules
I had a major account that was completely stalled. The programme suggested some compelling new strategies, and how to implement them. A short while later I got the deal.
Senior Executive, Professional Services
Working with us also means
An annual fee per user gives you access to the whole curriculum, as needed, for around the cost of a single course each year. Even trainer days can be bought on subscription, allowing you to budget ahead and respond quickly as your markets change.
We work with companies across the globe, drawing on over 100 facilitators around the world and our in-house translation team.
Imparta’s i-Coach® platform is an award-winning LMS/LXP that powers each of the 5C use-cases for front-line capability building. Or you can deploy the entire 3D Advantage® Curriculum using your own platform.
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