Strategic Key Account Management 

• Develop structured Key Account Plans
• Improve account profitability and margin focus
• Strengthen negotiation capability and confidence
• Map and influence multiple stakeholders effectively
• Transition from price-based to value-based selling
• Align internal teams around key accounts
• Create a measurable 90-day account action plan

Trainers: Syed Atif Murtaza Qaiser is a Faculty Member at the Institute of Business Administration (IBA), Karachi, and a commercial capability consultant working with leading organizations across FMCG, Telecom, Banking, Energy, and Technology sectors.

He previously served as Key Accounts Manager – South at Nestlé Pakistan, where he managed major enterprise customers and led strategic commercial negotiations. His expertise includes Sales Strategy, Key Account Management, Business Acumen, and Commercial Leadership. His programs combine practical industry experience with academic rigor and are recognized for being structured, actionable, and results-driven.

Day 1

09:00 – 09:30 | Welcome and Context Setting
09:30 – 10:45 | Strategic Role of KAM
10:45 – 11:00 | Break
11:00 – 12:15 | Account Segmentation and Prioritization
12:15 – 01:15 | Stakeholder Mapping Exercise
01:15 – 02:15 | Lunch
02:15 – 03:30 | Financial Acumen for Key Accounts
03:30 – 03:45 | Break
03:45 – 04:45 | Value Proposition Design Workshop
04:45 – 05:00 | Reflection and Close

Day 2

09:00 – 09:30 | Recap
09:30 – 10:45 | Strategic Account Planning Framework
10:45 – 11:00 | Break
11:00 – 12:30 | Advanced Negotiation Simulation
12:30 – 01:30 | Lunch
01:30 – 02:30 | Managing Conflict and Internal Alignment
02:30 – 02:45 | Break
02:45 – 03:45 | Growth Strategy and Share Expansion
03:45 – 04:30 | KPIs and Governance Dashboard
04:30 – 05:00 | 90-Day Action Planning and Closing

• Strategic role of Key Account Management
• Identifying and prioritizing key accounts
• Account profitability and financial analysis
• Stakeholder mapping and influence strategy
• Value proposition development
• Strategic account planning framework
• Advanced negotiation and influence techniques
• Managing complex stakeholders and conflict
• Growth strategies: upselling and cross-selling

KPIs and governance for key accounts

Key Account Managers

• National / Regional Sales Managers
• Business Development Managers
• Commercial and Strategy Managers
• Trade Marketing and Category Managers
• Professionals managing enterprise clients

IBA CEE Cancellation Policy for Open Enrollment Programs:

In the event of participant's cancellation, the following schedule will apply:

• 5 days before start of workshop - No cancellation
• Within 4 to 2 days prior to workshop Half program fee forfeiture
• Within 1 day and No Shows - Full program fee forfeiture

Cancellation notification must be made in writing to CEE.

Postponement
Due to any unavoidable circumstances, the workshop may be postponed by the institute. In case of postponement, the institute will refund full fee of the program or the participant may opt to defer his/her registration to the next program.

Substitute
Substitutes will be taken at least 2 days prior to the workshop. Should we be unable to accept your application for any reason, your payment (cheque/draft) will be returned to you.

Deferrals
All registrations deferrals must be requested in writing at least 2 days prior to the workshop. Send a note to the Program Registration Team indicating that you wish to have your registration deferred to another session of the same program within one year. The deposited fee will be carried forward. Please note that only one transfer is permitted. After one year, the deposited fee will be fully forfeited.