
Strategic Account Management
ASLAN’s Strategic Account Management program equips your team with a systematic approach to analyze, access, understand, and influence key accounts.
This isn't about creating another complex strategic playbook that sits on the shelf. It's about mastering practical frameworks that turn your account managers into trusted advisors who consistently grow wallet share and protect your most valuable customer relationships.
Farming Takes More Strategy Than Hunting
Account management isn't just about maintaining relationships. It’s about strategically growing them. Yet most account managers spend their days reacting to customer requests rather than proactively expanding their footprint.
The hard truth? Your competitors are actively targeting your key accounts while your team is busy putting out fires. And with an average of 7 people involved in each buying decision, relying on a single relationship puts your revenue at serious risk.
The real opportunity isn't just defending these accounts. It’s strategically growing them. But that requires a completely different approach than what most account managers have been taught.
Your account managers are playing it safe, leaving money on the table.
Even experienced teams struggle to strategically manage and grow key accounts. These are the patterns we see again and again:
Relationships remain shallow
Most account managers rely on a single strong relationship rather than mapping the entire organization. When that contact leaves, your account is suddenly at risk.
Customer meetings lack strategic focus
Instead of leading conversations that uncover broader needs, account managers get trapped in reactive mode, discussing product issues and immediate requests.
Growth opportunities go unidentified
Without a systematic approach to assess the total account potential, account managers miss significant revenue opportunities right in front of them.
Cross-selling initiatives fall flat
When product-focused conversations replace strategic discussions, account managers struggle to position the full value of your solution portfolio.



What Makes Strategic Account Management Different?
Other-Centered® Foundation
Every framework, tool, and strategy is built on the idea that our role as account managers is ultimately to serve the customer. With that mindset, sellers are more motivated to grow their accounts and customers are more receptive to investing in the total solution.
Simplified Framework
Instead of overwhelming your team with theory, we focus on four practical maps that account managers can immediately apply: Account Blueprint, Opportunity Map, Relational Map, and Value Map.
Customized for Your Business
This isn't generic training. We use your actual accounts and opportunities in our workshops, ensuring immediate relevance and application to your specific business challenges.
Low Content – High Application
We don't waste time on lecture. The program is built around hands-on tools and exercises that account managers can apply immediately to generate real results.
What Makes Strategic Account Management Different?
SAM
The Impact of Our Strategic Account Management Program

Higher ROI on Time Invested
By strategically prioritizing accounts and activities, account managers focus their time on the highest-impact opportunities, dramatically increasing their productivity and results.

Increased Account Share
Account managers learn to systematically uncover and address customer needs across the entire organization, expanding your footprint and growing wallet share.

Reduced Account Attrition
By building relationships with multiple stakeholders and consistently delivering value, account managers create stronger, more resilient customer relationships that competitors can't easily disrupt.

More Strategic Customer Conversations
When product-focused conversations replace strategic discussions, account managers struggle to position the full value of your solution portfolio.
What Kinds of Account Managers Need This Training?
ASLAN provides Strategic Account Management training for:

Key Account Managers

Account Managers

Customer Success Managers


What will participants learn in strategic
account management training?
This two-day workshop equips your account managers with a systematic approach to analyze, access, understand, and influence key accounts.
Analyze
Access
Elevate credibility and navigate access to targeted strategic accounts and decision-makers by mapping relationships and developing sponsorship strategies.
Understand
Gain critical organizational and strategic decision-maker insight required to change beliefs through effective discovery and situational assessment.
Influence
Effectively create and position recommendations that influence organizational change using proven frameworks that connect solutions to strategic priorities.
Account Blueprint
Develop an account playbook that ensures all steps are defined, resources are allocated, progress is measured, and a realistic strategy is in place to hit KPIs.

Flexible Delivery Options:

Onsite
Classroom delivery is immersive by design. It's not about lectures. It’s about doing. Account managers learn through real-world account planning exercises, relationship mapping activities, and hands-on application to their actual accounts.

Virtual
Working with a remote team? Our virtual training delivers the same impact as the classroom: live, interactive, and led by an ASLAN instructor. Whether your account managers are across town or across the globe, they'll get hands-on learning that sticks.

Train the Trainer
Already have internal resources in place? We've got you covered. Our content can be packaged for your team, and with our three-cycle certification process, your trainers will be equipped to coach, lead, and drive lasting change from the inside out.
Client Spotlight:
Putting Strategic Account Management to Work
"We implemented the Strategic Account Management program with our entire account team, and the results exceeded our expectations. Within six months, we've seen a 27% increase in account growth and a 35% improvement in our ability to navigate accounts and connect with executive-level decision-makers. More importantly, our customers consistently tell us that our account managers are delivering more strategic value than ever before."
VP of Customer Success
Enterprise Technology Firm

Sales Excellence Redefined
Our methodology goes beyond traditional sales tactics by equipping account managers with the frameworks to build meaningful connections with customers and address their strategic challenges. This customer-first mindset consistently drives measurable results. It's this commitment to transforming how sales teams operate that has earned ASLAN recognition from Selling Power Magazine as one of their Top Sales Training Companies.
See how our approach can transform your team
Strategic Account Management FAQ
What is strategic account management?
Strategic account management is a systematic approach to protect and grow key customer relationships. Unlike traditional account management that focuses on maintaining existing business, strategic account management involves analyzing account potential, mapping relationships across the organization, uncovering strategic needs, and positioning solutions that align with the customer's business objectives. This approach helps organizations maximize the lifetime value of their most important customers while building resilient relationships that competitors cannot easily displace.
How does the Strategic Account Management program develop account management skills?
The Strategic Account Management program develops account management skills through a structured approach focusing on:
- Building account blueprints that analyze and prioritize business opportunities
- Creating relational maps to navigate complex organizational structures
- Developing insight maps to uncover organizational needs and lead executive-level discussions
- Using value maps to position recommendations that influence organizational change
Training sessions include account planning exercises, relationship mapping activities, and real-world application to participants' actual accounts.
How can strategic account management improve our business outcomes?
Organizations that implement effective strategic account management consistently achieve:
- Higher Account Retention: Strengthening relationships across the customer organization
- Increased Wallet Share: Systematically uncovering and addressing needs across the entire customer organization
- Higher Margins: Positioning value rather than competing on price
- More Predictable Revenue: Building stronger, more resilient customer relationships
The Strategic Account Management program is designed to instill these capabilities, transforming how your team protects and grows your most valuable customer relationships.
How does strategic account management differ from traditional account management?
Traditional account management often focuses on maintaining existing business and responding to customer requests. Strategic account management takes a more proactive approach by:
- Systematically analyzing account potential and prioritizing opportunities
- Building relationships with multiple stakeholders across the customer organization
- Leading strategic business conversations rather than product-focused discussions
- Developing comprehensive account plans that align internal resources with customer opportunities
The Strategic Account Management program helps account managers make this shift from reactive to strategic account management, ensuring they maximize the value of every customer relationship.
How does the Strategic Account Management program support long-term adoption?
The Strategic Account Management program not only equips participants with skills during training but also offers:
- Post-Training Support: Including follow-up coaching and mentoring
- Account Planning Tools: Practical frameworks that account managers can immediately apply to their accounts
- Manager Enablement: Equipping sales leaders to reinforce skills and provide ongoing coaching
Can strategic account management skills be measured?
Yes, strategic account management effectiveness can be evaluated by tracking:
- Account Growth Rates: Are key accounts growing faster than before?
- Relationship Breadth: Are account managers connecting with more stakeholders across the customer organization?
- Customer Satisfaction: Are customers recognizing increased value from their relationship with your company?
- Account Retention: Are key accounts becoming more secure from competitive threats?
The Strategic Account Management program helps teams track and measure these metrics to ensure sustained success.
Can the Strategic Account Management program be customized for different industries or customer types?
Absolutely. While the foundational frameworks remain consistent, the Strategic Account Management program is highly adaptable to specific industries and customer types. We tailor content to your unique business challenges and customer scenarios, ensuring relevance and practical application.
How long does it take to see results after implementing modern prospecting skills?
While many teams see a shift in engagement and response rates within the first few weeks, sustained results typically appear within 1-2 months as skills are reinforced and applied consistently. The ACCESS program includes ongoing coaching and reinforcement to help teams internalize and consistently apply the techniques.
Have more questions or want to see if Strategic Account Management is right for your team?
We're here to help! Whether you're curious about the program details or wondering how strategic account management can transform your team's performance, let's talk.
Schedule a complimentary consultation with one of our experts to get personalized guidance and see how the Strategic Account Management program can fit your unique needs.
We Customize Every Training for Your Particular Business.
ASSESS | ALIGN | CUSTOMIZE
Time
30-60+ days, with pre-work provided to enhance workshop efficiency
- In this part of the ASLAN process, we assess your organization’s current competencies and evaluate the desire for change.
- After the assessment, we will customize the program to each unique role in your company.
- Finally, we make it a high priority to ensure alignment with senior leadership and build a sustainment plan.
EMBRACE | EXPERIENCE | EXECUTE
Time
On-site or virtual workshops — micro, one-day, two-day.
- All participants are first challenged to embrace their need to change, learn, and develop.
- We will thoroughly explain and reinforce through experiences. This helps leaders and reps see concepts and skills in action.
- Everyone will self-evaluate to determine the areas they need to focus on most during execution. We will tie all concepts to real-world applications and encourage them to set goals then and there.
COMPREHEND | APPLY | MASTER
ASLAN+ Sustainment Plan
The journey doesn't end with the workshop. Our ASLAN+ Sustainment Plan provides ongoing coaching, on-demand resources, and AI-driven support to help your team embed new strategic account management skills into daily routines. The platform's AI-powered coaching and just-in-time resources ensure your team consistently applies what they've learned, driving long-term behavioral change and measurable results.
Discover how ASLAN+ can keep your team performing at their best.
- Comprehension is supported through mobile, AI-powered apps, digital learning curricula, and webinars.
- Application is made possible with our toolbox of resources and micro-learning modules.
- Mastery is ensured as frontline leaders are certified and equipped to coach.