Strategic Customer Management - Creating and Negotiating Value with Key Customers

October 3-5, 2022 | 09:00-17:00

SSE Riga, Strelnieku 4a
EUR 1420 + VAT 

Strategic Customer Management (SCM) has become a crucial capability that businesses need to develop. The reason? Big customers are getting bigger, rationalising their supplier base and becoming more sophisticated and demanding. SCM is therefore an approach that allows companies to create value in key customer relationships and distribute this value through negotiation. This is a practical, hands-on programme that seamlessly combines strategic thinking and actionable tools to help you and your teams make a difference with key customers.


Javier Marcos BSc (Hons) MSc PhD

Javier is an inspiring educator, researcher and consultant with 20 years of experience working in academia, consultancy and in multinational corporations.

He teaches at Cranfield School of Management in the UK and as visiting faculty at a number of other business schools worldwide. Javier brings a unique combination of practical and theoretical knowledge, being a practicing manager, instructor and an active researcher. His expertise, firmly grounded in business and informed by the latest research, focuses on professional selling, sales & key account management, strategic negotiation and executive education & development.  Javier is recognised for his innovative, stimulating and proactive teaching approach.

Javier has recently co-authored three books: Implementing Key Account Management (Kogan Page, 2018), Sales Management – Strategy, Processes and Practice (Palgrave, 2016) and From Selling to Co-creating (BIS Publishers, 2014).



Best practice in Strategic Customer Management (SCM) starts with articulating a strategic customer plan and key parameters for creating value for strategic customers. World-class organizations that adopt SCM as a mechanism achieve competitive advantage, engage in reconfiguring their resources, balancing and harmonizing strategic and operational practices. Overall, SCM is an integral process to align supplier-customer structures and practices in order to generate profitable and long-term relationships.


Key Benefits

This programme features tried, tested and best practice analytical frameworks for effective management of relationships with strategic customers. Organisations that invest in the capabilities underpinning this programme will 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

At a personal level, this programme will help better manage the dilemmas associated with business growth and will increase the effectiveness in managing customer portfolios and complex customer relationships.

Who should attend

This programme 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 Strategic Customer Planning

The aim of the Strategic Customer Planning sessions in Day 1 is to provide a set of tools and methods to analyse key clients, and to devise strategies to manage those clients identifying new ways of adding value to their businesses. The sessions will provide an integrated approach to analysing key clients in depth, to better address their current and future needs:

  • Trends in SCM
  • Strategic customer analysis
  • Managing the (strategic) customer portfolio
  • Analysis of strategic customers
  • The key account manager


Day 2 Strategic Customer Management Implementation

The sessions on Implementation focus on the practical aspects of making SCM planning happen.  These sessions will look at how organisations need to prepare for SCM and how to best implement SCM.  Some organizations excel in defining SCM strategies and devising detailed customer strategies that are not then translated into day-to-day actions and practices. This part of the programme will help you understand the facilitators and barriers for successful SCM implementation:

  • Strategic relationships with key customers
  • A framework for implementing SCM
  • Practices for implementing SCM


Day 3 Value-based Negotiation

Creating customer value should be followed by clear methods to distribute that value. For this reason, the third day of the programme focuses on a holistic approach to negotiate mutually advantageous agreements with key customers:

  • Negotiation strategies from distributive to integrative approaches – negotiation planning and execution
  • Behavioural traits of effective negotiators
  • Cognitive biases in negotiation

Participation fee

EUR 1420 + VAT

The programme fee covers tuition, the book “Implementing Key Account Management “ by J.Marcos, M. Davies, R.Guesalaga, S.Holt (Kogan Page, 2018), case materials and meals.

To apply for the programme, please fill in and submit the form below.


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Laine Vītola
Executive Education Programme Coordinator. Read More
+371 67015820