Event Details
Event Description

Dear Sir / Madam,

 Madras Management Association – Konrad Adenauer Stiftung

Presents One Day Workshop on

"Essentials of Key Account Management

27thMarch 2020

09.30 am to 5.00 pm

Mr Rakesh Gopinathan

Corporate Trainer


Madras Management Association   
New 240, Pathari Road, (Off Anna Salai)   
Chennai – 600 006  




The marketplace has experienced drastic changes in recent years. Economic forces have had a deep impact on the clients, forcing them to become more cost conscious. Client purchasing has become more professional and structured, with purchasers working with other lateral team to select appropriate product and Services.


In an environment with mounting commercial pressures, many organizations are reassessing their sales strategies, developing and increasing their investments in key account management. It is not a program but instead a more advanced way of interacting with complex customers. It requires people who possess an understanding of complex decision-making processes and are capable of managing relationships across widely varied stakeholders. Key account managers need to feel comfortable with senior executives, tailor value propositions, and access resources in different parts of an organization to best serve their larger and more sophisticated customers. Success also requires organizational structures that support empowerment.


Despite its potential to significantly impact company success, a key account mentality is challenging to implement—and often fails to live up to its full potential. Companies struggle to find appropriate talent to fill key roles or fail to put in place the appropriate organizational design to enable empowered decisions or create bespoke solutions.

How to Find Talent with Confidence


To effectively recruit top key account managers, companies must design an unassailable evaluation process. The candidate pool should ideally include industry outsiders as well as insiders from providers or payers who can understand the client value equation. Ideal key account management candidates may also be recruited from companies that have a strong heritage of account management, as seen in industries such as in the same segment of business interest. Companies also can develop the talent pool from within the existing Sales Force.




·         Understanding the importance of Key Accounts

·         Developing Key Account Management Plan

·         Managing Key Accounts

·         Setting up KEY Accounts

·         Key Account Management – Keeping it Going effectively


For Whom: 

This Program is for people dealing with Key Account Customers, especially those people who deal with customers needing Solution/Services/Enterprise Sales. It is also recommended for people in Sales wanting to be Key Account Managers, Business Development Managers in Projects or Field Sales Executives. It will be also highly beneficial to middle level & Senior Level Managers who are responsible in optimizing and Managing Key Account Relationship.


Key Takeaways:  

·         What is key account management?

·         Your key accounts – how do you select them?

·         Your key accounts – why would you want to manage them?

·         Your key accounts – what are the opportunities?

·         Your key accounts – how do they fit with your overall business strategy?

·         Developing key account management – are your ready for it?

·         Setting up the process

·         Setting out your goals

·         Mapping your market

·         Segmenting your customers and identifying your key accounts

·         Essential skills for key account managers

·         Training, systems, organisation and resources

·         Developing key account plans

·         Essential information gathering and monitoring

·         Measuring effectiveness

·         Getting and using feedback to improve the process

·         Building sustainable relationships with customers for the long term

·         Dealing with problems that may arise


Facilitator Profile: 

Mr Rakesh brings close to two decades of exposure in full spectrum of Sales, Business Development, Strategic Planning & Implementation, Training & Development and Operations function while working with organizations’ like – IBSC India, Desert Line Projects, DULSCO, Tata Capital, Reliance Communication, DHL, Aptech Learning Services, NIIT and PYL.


Rakesh is a Commerce graduate with MBA in Marketing. He specializes in Sales and has completed "Honor's Diploma in Sales and Marketing” from NIS Sparta. He has completed PGDIBO from IGNOU and PGDHRM from Pune University. Initial years of his Sales and Business Development career gave him greater insights into Channel Management, Channel Development, Alliance and Partnership, Urban and Rural Network Management, New Business Development, Recruitment, Business Unit Operations and Revenue Generation. Later on, he worked with some fortune Top 500 companies including DHL, Tata and Reliance which gave him an exposure into Strategic Key Account Management, Solutions Sales, Institutional Sales, B2B Sales, Strategic Planning, Account Retention, Contract Negotiations, P&L management, Budgeting and Forecasting, International Business Development, Market Trend Reviews, Pricing Models, Cost/Benefit Analysis and continuous process improvement. He has excelled both as an individual contributor and in Team Leadership roles.

 Fee Details: 

Members of MMARs. 2,000/-inclusive of GST 18%

For Non-Members:  Rs. 2,950/- inclusive of GST 18%


The fee includes Workshop Kit, Lunch & 2 Time Refreshments.


The cheque/DD to be drawn in favour of "Madras Management Association” payable at Chennai and be sent to:

Madras Management Association MMA Management Center, New No.240, Pathari Road (Off Anna Salai), Chennai 600 006.


GST: 33AAATM5522B1Z7


Please Note:


It may be appreciated that a minimum number of 10 participants would be required for the programme to go through. Kindly bear with us until we receive the necessary nominations for confirmation of the programme and making the payment

Please do not use the default"reply” button to respond to this mail as this is an Automated Software; we request you to send your nomination at the earliest to this mail;


Phone: 044-2829 1133

For further details contact:


Gp Capt Dr R Venkataraman (Retd) Mobile 94447 00068

Sriram Saravanan: 9952019173


Registration starts at 9.00 am and Workshop commences at 09.30 am. Prior registration is necessary. The fee once paid will not be refunded; change in nomination from same organization will be permitted.


We would be pleased to provide any other information required by you and look forward to receiving your nominations for the workshop. 



Thanks & Regards 


Gp Capt R Vijayakumar (Retd), VSM  
Executive Director  
Madras Management Association  
MMA Management Center, New No 240  
Pathari Road (Off Anna Salai)  
Chennai – 600 006  
Tel: 044-28291133/48632711 

E-mail: training@mmachennai.org 

Facebook: facebook.com/mmachennai

Instagram: instagram.com/mmachennai

YouTube: youtube.com/c/MadrasManagementAssociationChennai  

Podcast: soundcloud.com/voiceofmma

Twitter: twitter.com/mma_4u

LinkedIn: linkedin.com/in/madras-management-association

Website: www.mmachennai.org

Date : 27-03-2020
Time : 09:30 AM - 05:00 PM

Contact Person : Sriram Saravanan

Contact No : 04448632711

E-mail : mma@mmachennai.org

--2020 09:30