Course Overview

Why do some organisations consistently grow their key accounts while others struggle to unlock their full potential? The difference is rarely luck—it comes down to structure, discipline, and the ability to turn customer relationships into long-term strategic value.

The Major Account Planning Training course by Transformentors Academy is designed to help professionals move beyond reactive account management toward a more strategic and opportunity-driven approach. Over five intensive days, participants learn how to systematically analyse accounts, identify growth opportunities, and design actionable account strategies.

The programme focuses on practical tools and frameworks such as stakeholder mapping, opportunity prioritisation, and structured account planning techniques. Participants also explore how to align organisational capabilities with customer needs to strengthen engagement and drive mutual value creation.

By the end of the course, learners will be equipped to build and implement structured account plans, enhance customer relationships, and unlock sustainable revenue growth through strategic key account management.

Agenda

Day — 1 Major Account Planning Process and Account Analysis

• Understanding the purpose and importance of Major Account Planning (MAP).
• Exploring the principles and framework of effective account planning and management.
• Identifying the key information required to understand major accounts:
  • Financial Performance
  • Market Positioning
  • Historical Buying Behaviour
• Analysing account performance, trends, and business potential.
• Using analytical tools to assess market and industry factors influencing account direction.
• Evaluating customer challenges, opportunities, and strategic priorities.
• Quantifying revenue gaps and identifying account growth opportunities.
• Developing an initial account strategy based on account insights and business objectives.
• Applying structured analysis techniques to support informed account decisions.
• Practical Exercise: Analyse a sample account and establish baseline insights for strategic planning.

Day — 2 Business Initiatives and Relationship Assessment

• Understanding how to identify and interpret customer business initiatives.
• Analysing organisational priorities, transformation programmes, and growth objectives.
• Identifying pain points, risks, and challenges created by business initiatives.
• Evaluating how products and services impact a client’s financial and operational performance.
• Aligning solutions with customer objectives and expected business outcomes.
• Applying stakeholder mapping tools to identify key influencers and decision-makers.
• Assessing relationship strength, account coverage, and stakeholder influence.
• Identifying gaps in engagement and opportunities to strengthen relationships.
• Evaluating competitive presence and determining account penetration levels.
• Developing strategies to improve positioning and increase influence within major accounts.
• Practical Exercise: Create a relationship heat map and conduct a competitor analysis for a major account.

Day — 3 New Opportunities Prioritisation

• Identifying tools and techniques for discovering new business opportunities within major accounts.
• Analysing customer needs, strategic objectives, and emerging business initiatives.
• Matching potential opportunities with customer priorities and long-term goals.
• Establishing criteria for evaluating and prioritising opportunities.
• Assessing opportunities based on strategic value, revenue potential, and customer impact.
• Applying portfolio management tools to rank and prioritise account opportunities.
• Evaluating financial feasibility, resource requirements, and operational considerations.
• Balancing short-term opportunities with long-term account growth objectives.
• Developing structured opportunity portfolios to support account planning and execution.
• Practical Exercise: Develop and justify a prioritised list of account opportunities using provided data.

Day — 4 Strategy Development and Resource Planning

• Selecting appropriate account-level strategies to support long-term account growth.
• Developing a clear vision and strategic direction for major accounts.
• Aligning account objectives with customer priorities and business goals.
• Identifying the resources required to execute account strategies effectively:
  • Resources to Maintain Current Pipelines
  • Resources to Strengthen Customer Relationships
  • Resources to Launch New Business Initiatives
• Assessing internal capabilities and resource availability.
• Developing account coverage models aligned with customer structures and stakeholder networks.
• Allocating resources based on account priorities, opportunities, and expected outcomes.
• Aligning organisational capabilities with customer expectations and strategic requirements.
• Monitoring resource utilisation to maximise account performance and value creation.
• Practical Exercise: Develop an account strategy and resource coverage plan for a major account.

Day — 5 Strategy Execution Plans and Ongoing Account Management

• Setting SMART objectives for major accounts.
• Planning and prioritising actions to achieve account goals.
• Conducting effective account reviews and performance assessments.
• Building trusted-advisor relationships with key clients.
• Implementing regular reporting and feedback processes.
• Monitoring account performance and refining strategies.
• Presenting a complete account strategy and execution plan.
• Course Review, Key Takeaways, and Lessons Learned.

Learning Outcomes

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

• Apply a structured Major Account Planning (MAP) methodology to maximise account value and business growth.
• Analyse account information, customer insights, and market trends to identify growth opportunities.
• Assess revenue potential and identify performance gaps within major accounts.
• Identify key business initiatives and challenges affecting customer organisations.
• Develop solution-focused approaches that address customer pain points and business objectives.
• Map stakeholders, assess relationship coverage, and strengthen engagement across decision-making levels.
• Discover, evaluate, and prioritise new business opportunities within major accounts.
• Build a portfolio of high-impact initiatives aligned with customer and organisational goals.
• Develop integrated account strategies that support long-term growth and profitability.
• Create practical execution plans using SMART objectives, action plans, and performance measures.
• Monitor account performance through structured reviews, reporting, and continuous strategy refinement.

Who Should Attend

This programme is designed for professionals responsible for managing and growing strategic customer accounts, including:

• Sales Managers and Account Managers.
• Business Development Professionals.
• Key Account Executives and Strategic Account Managers.
• Client Relationship and Customer Success Managers.
• Commercial and Sales Team Leaders.
• Professionals responsible for managing major and high-value accounts.
• Customer-facing professionals involved in account planning and business growth.
• Anyone seeking to strengthen their account management and strategic planning capabilities.