Major Account Planning (MAP) Training

Course Introduction

This program provides a practical framework for developing and implementing effective Major Account Plans for strategically important customers. Participants will learn how to move beyond transactional selling and develop structured strategies for managing high-value accounts, understanding customer priorities, identifying growth opportunities, and building long-term business relationships.

The course covers account analysis, stakeholder mapping, customer strategy, opportunity identification, competitive positioning, value proposition development, account objectives, action planning, and performance measurement. Participants will also explore how to identify risks and respond to changing customer requirements while maintaining strong internal alignment.

Through practical workshops, case studies, and realistic account scenarios, participants will develop actionable account plans designed to strengthen customer relationships, increase account penetration, improve retention, and support sustainable revenue growth.

Course Objectives

Understand the principles and strategic importance of Major Account Planning (MAP).

Identify high-value and strategically important accounts and assess their business potential.

Analyze key account structures, business priorities, challenges, and decision-making processes.

Develop comprehensive account plans aligned with customer needs and organizational objectives.

Map key stakeholders, decision-makers, influencers, and buying centers within major accounts.

Identify opportunities for account growth, cross-selling, up-selling, and long-term business development.

Develop effective customer engagement and relationship-building strategies.

Analyze competitors and identify opportunities to strengthen the organization's position within strategic accounts.

Establish account objectives, priorities, action plans, and measurable performance indicators.

Build value propositions that address customer priorities and demonstrate measurable business value.

Anticipate account risks, challenges, and potential barriers to business growth.

Improve collaboration between sales, marketing, customer service, and other internal teams supporting major accounts.

Monitor account performance and adjust account strategies based on changing customer needs and market conditions.

Build long-term strategic relationships that support customer retention, loyalty, and sustainable revenue growth.

Finance, Accounting and Banking

Course Introduction

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