Strategic Customer Management

June 3, 4,2024 | 9:00 – 17:00
SSE Riga, Strēlnieku 4a
EUR 990 + VAT

Overall, in this course, we address SCM as the holistic process to align supplier structures and practices with the customer to generate profitable, long-term relationships. SCM is a practical, hands-on course that seamlessly combines strategic thinking and actionable tools to help you and your teams make a difference with key customers.

This course is part of the longer Sales & Marketing Programme, however, it is also available for purchase and completion as a separate course.



Strategic Customer Management (SCM) has become a crucial capability that businesses must develop. The reason? Big customers are growing, rationalizing their supplier base and becoming more sophisticated and demanding. SCM is, therefore, an approach that allows companies to create value in key customer relationships. Best practice in SCM starts with articulating a strategic customer plan and the key parameters for creating value with strategic customers. Then, world-class organizations that adopt SCM to achieve competitive advantage engage in reconfiguring their resources, balancing and harmonizing strategic and operational practices



Javier Marcos is a Professor at Cranfield School of Management (UK). He is the Director of Learning for Performance Ltd., a boutique sales and negotiation training practice. He is regarded as an inspiring management educator, researcher and consultant and has 25 years of experience working in academia, consultancy and in multinational corporations.

He has delivered programmes for Bosch-Siemens, Khuene and Nagel, Unilever, the Cabinet Office, and the Treasury in the UK and for business schools in Europe and the US. He was the Director of Custom Programmes, Executive Education, and Senior Faculty at the University of Cambridge, Judge Business School.

Who should attend

This course is designed for executives and managers in customer-facing roles and with commercial responsibilities, including but not restricted to:

•    Key Account Managers
•    Client Relationship Managers
•    Sales Directors and Sales Managers
•    Commercial Managers
•    Customer Experience Managers in business-to-business contexts
•    Heads of Sales Operations



Day 1. Engaging your strategic customers

On day 1 of the course, we will provide tools and methods to analyse key customers and devise strategies to manage them by identifying new ways of adding value to their businesses. The sessions will provide an integrated approach to analysing key customers in-depth to better address their current and future needs, including topics such as:

•    Trends in SCM
•    Managing the (Strategic) Customer Portfolio
•    Analysis of strategic customers
•    Managing strategic relationships


Day 2. Developing compelling offerings

The sessions on day 2 focus on the practical aspects of making your offering as a supplier compelling and highly relevant for the customer's success. These sessions will look at sources of value and how to best quantify your value proposition. We will also explore techniques and approaches to better co-create with your key accounts and sustain customer-driven innovation.

Topics will therefore include:
•    Sources of value
•    Creating customer value propositions
•    Co-creating value with customers
•    The Role of the strategic customer manager
•    A framework for implementing SCM

Benefits to the participants

At a personal level, this course will help participants:

  • Better manage the dilemmas associated with business growth.
  • Increase your effectiveness in managing customer portfolios and complex customer relationships.
  • Develop a blueprint for navigating both your internal and external relationships for growing your key customers.

Benefits to the organization

Organizations that invest in the capabilities underpinning this course achieve:

  • Enhanced relationships and better coordinated inter-organizational interactions
  • Strengthened position as supplier and access to higher-value opportunities
  • Higher levels of top-line growth
  • Enhanced customer experience leading to advocacy and loyalty
  • Improved profitability

Participation fee

EUR 990 + VAT

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Elga Prauliņa
Executive Education Corporate Programme Manager. Read More