Course Overview

Major accounts represent significant opportunities for sustainable growth, profitability, and long-term business success. However, managing these accounts effectively requires more than maintaining relationships—it demands strategic planning, stakeholder engagement, opportunity identification, and disciplined execution.

The Major Account Planning (MAP) Training Course by Transformentors Academy equips participants with the knowledge and practical tools required to analyse major accounts, identify growth opportunities, and develop structured account plans that deliver measurable results. The programme explores account analysis, stakeholder mapping, customer insight, strategic planning, performance management, and relationship development.

Through practical exercises, case studies, and interactive discussions, participants will learn how to assess account potential, align solutions with customer objectives, develop account growth strategies, and implement action plans that strengthen customer partnerships and improve account performance.

By the end of the programme, participants will be equipped to manage major accounts with confidence, develop effective account plans, strengthen stakeholder relationships, and drive long-term growth and customer satisfaction.

Agenda

Day — 1 Introduction to Account Planning

• Understanding the principles and framework of major account planning and management.
• Exploring the stages of the Major Account Planning (MAP) process.
• Gathering and analysing account information to support strategic decision-making.
• Assessing account performance, potential, and business opportunities.
• Identifying industry trends and market factors affecting major accounts.
• Evaluating customer challenges, priorities, and future requirements.
• Determining revenue objectives and growth targets for major accounts.
• Developing account strategies aligned with customer and organisational goals.
• Applying best practices for effective account planning and execution.
• Exercise: Develop an initial strategic profile for a major account.

Day — 2 Business Initiatives and Relationship Assessment

• Understanding the role of business initiatives in major account development.
• Identifying growth opportunities and strategic initiatives within customer accounts.
• Analysing how business initiatives can create operational and organisational challenges.
• Examining the impact of products, services, and business offerings on customer financial performance.
• Understanding how account initiatives influence revenue, profitability, and business outcomes.
• Identifying key stakeholders, decision-makers, and influential individuals within major accounts.
• Applying stakeholder mapping techniques to strengthen account engagement.
• Assessing relationship strength and identifying gaps in account coverage.
• Evaluating competitive presence within accounts and identifying positioning opportunities.
• Developing strategies to strengthen competitive advantage and account influence.
• Exercise: Conduct a stakeholder and relationship assessment for a major account.

Day — 3 Identify New Business and Prioritise Opportunities

• Understanding the importance of identifying new opportunities within major accounts.
• Applying techniques and tools to uncover growth opportunities and business initiatives.
• Assessing customer needs, market trends, and account potential to identify new revenue streams.
• Evaluating opportunities based on strategic value, feasibility, and profitability.
• Developing criteria for prioritising opportunities and creating a prioritised opportunity portfolio.
• Selecting appropriate account strategies and coverage approaches.
• Reviewing and refining account vision and long-term objectives.
• Identifying the resources, capabilities, and support required for successful execution.
• Maintaining healthy sales pipelines while strengthening account relationships.
• Applying best practices for launching and managing new business opportunities.
• Exercise: Develop a prioritised opportunity portfolio and account growth strategy.

Day — 4 Develop an Execution Plan

• Understanding the key components of an effective major account execution plan.
• Translating account strategies into clear and actionable implementation steps.
• Developing SMART objectives aligned with account growth and revenue targets.
• Identifying and grouping actions that support strategic account objectives.
• Assigning responsibilities, resources, and accountability for execution activities.
• Creating implementation timelines and milestone plans.
• Applying tools and techniques to track progress and manage execution.
• Monitoring performance against objectives and adjusting plans when required.
• Applying best practices to ensure successful account strategy execution.
• Exercise: Develop and present a Major Account Execution Plan for a selected account.

Day — 5 Account Management Best Practices

• Understanding the account management process and recognised best practices.
• Reviewing the key stages involved in managing major accounts effectively.
• Recognising the importance of annual account reviews and strategic planning cycles.
• Developing long-term account management approaches that support sustainable growth.
• Exploring methods for becoming a trusted advisor to clients.
• Building credibility through customer insight, value creation, and proactive engagement.
• Assessing the effectiveness of account strategies using performance metrics and customer feedback.
• Identifying opportunities for continuous improvement and account development.
• Applying best practices to strengthen customer relationships and increase account profitability.
• Final Presentation: Present and evaluate a Major Account Plan.
• Peer Review, Course Evaluation, and Key Lessons Learned.

Learning Outcomes

By the end of this programme, participants will be able to:

• Apply major account planning and management frameworks to support business growth and customer satisfaction.
• Assess the current position, performance, and potential of major accounts.
• Define strategic objectives and desired outcomes for major account development.
• Develop structured Major Account Plans aligned with customer and business goals.
• Identify key stakeholders, influencers, and decision-makers within major accounts.
• Evaluate and strengthen relationships with critical account contacts.
• Identify new business opportunities and growth initiatives within existing accounts.
• Develop account expectation plans based on customer needs, priorities, and revenue objectives.
• Monitor, manage, and evaluate account performance using appropriate metrics and review processes.
• Position the organisation as a trusted supplier and long-term strategic partner to major clients.

Who Should Attend

This programme is designed for professionals responsible for managing strategic customer relationships and high-value accounts, including:

• Major Account Managers and Strategic Account Managers.
• Sales and Commercial Managers.
• Business Development Professionals.
• Account Planners and Account Strategists.
• Client Relationship and Customer Success Managers.
• Key Account Management Team Leaders.
• Professionals managing complex client portfolios and long-term customer partnerships.
• Anyone responsible for driving growth, profitability, and customer retention within major accounts.