Account Manager Course

Lesson 1 • Core Competencies and Success Metrics

Defines the skills, behaviours, and KPIs that distinguish high-performing AMs. Connects competencies to measurable business outcomes.

Lesson 2 • The Account Manager Role Defined

Clarifies what account managers do versus sales reps and customer success managers. Sets the scope of ownership, accountability, and daily priorities.

Lesson 3 • Customer Lifecycle and AM Touchpoints

Maps the full customer journey from onboarding to renewal. Identifies where AMs intervene to protect and expand relationships.

Lesson 1 • Account Tiering Frameworks

Introduces tiering models that rank accounts by revenue, strategic value, and growth potential. Provides a repeatable method for portfolio classification.

Lesson 2 • Account Health Assessment

Covers qualitative and quantitative signals that indicate account stability or risk. Connects health scoring to prioritisation decisions.

Lesson 3 • Time and Capacity Allocation

Provides frameworks for distributing AM time across a portfolio without neglecting lower-tier accounts. Balances depth with breadth of coverage.

Lesson 1 • Managing Difficult Client Relationships

Equips AMs to handle dissatisfied, disengaged, or adversarial clients constructively. Converts challenging relationships into stabilised or recovered accounts.

Lesson 2 • Executive Relationship Development

Focuses on engaging C-suite and senior stakeholders with business-level conversations. Elevates AM from vendor contact to strategic adviser.

Lesson 3 • Multi-Threading Accounts Effectively

Provides tactics to build relationships across multiple departments and levels within a client organisation. Protects accounts from champion departure.

Lesson 4 • Stakeholder Mapping and Analysis

Teaches structured methods to identify, categorise, and prioritise all relevant contacts within an account. Reduces single-threaded relationship risk.

Lesson 1 • Understanding Client Business Objectives

Trains AMs to research and articulate client strategic priorities before planning. Ensures account plans are anchored in client reality, not internal assumptions.

Lesson 2 • Setting Account Goals and Milestones

Covers how to set SMART account-level goals that balance client success with commercial growth. Creates accountability and measurable progress tracking.

Lesson 3 • Executing and Reviewing Account Plans

Provides a cadence and method for keeping account plans active and relevant throughout the year. Prevents plans from becoming static documents.

Lesson 1 • Managing Price and Contract Negotiations

Equips AMs to handle pricing pressure and contract renegotiations without unnecessary discounting. Protects margin while preserving the relationship.

Lesson 2 • Post-Renewal Relationship Reset

Addresses how to re-energise and reframe the relationship immediately after a renewal is secured. Sets the tone for the next contract period.

Lesson 3 • Demonstrating and Communicating Value

Covers how to quantify and present the ROI of your solution to clients at risk or approaching renewal. Shifts conversations from cost to value.

Lesson 4 • The Renewal Process End-to-End

Maps every stage of the renewal cycle from early preparation to contract signature. Eliminates last-minute scrambles through structured process ownership.

Lesson 1 • Collaborating with Sales on Expansion

Defines the AM-sales collaboration model for new logo expansion within existing accounts. Clarifies roles, handoffs, and commission structures.

Lesson 2 • Positioning and Pitching Expansion

Covers how to frame expansion proposals as client-centric solutions rather than vendor-driven sales. Reduces resistance and increases close rates.

Lesson 3 • Expansion Revenue Fundamentals

Defines upsell, cross-sell, and expansion revenue and their impact on net revenue retention. Frames expansion as a natural outcome of client success.

Lesson 1 • Presenting Data and Insights Effectively

Covers data storytelling techniques that make metrics meaningful to non-technical stakeholders. Transforms raw data into compelling business narratives.

Lesson 2 • Facilitating Two-Way Strategic Dialogue

Trains AMs to shift reviews from presentations to conversations that uncover client priorities and future needs. Builds deeper strategic alignment.

Lesson 3 • Business Review Strategy and Purpose

Establishes why business reviews exist and how they differ from status updates. Aligns review format to account tier and relationship maturity.

Lesson 4 • Post-Review Follow-Through and Momentum

Ensures the value of a business review extends beyond the meeting through disciplined follow-up. Converts review outcomes into account plan updates.

Lesson 1 • Strategic Account Reviews with Leadership

Covers how to present portfolio performance and account strategy to senior internal leadership. Builds AM credibility and secures executive sponsorship.

Lesson 2 • Cross-Functional Influence and Advocacy

Develops the ability to mobilise internal resources—product, support, finance—on behalf of clients. Positions AMs as internal champions for their accounts.

Lesson 3 • Portfolio-Level Revenue Forecasting

Teaches AMs to build accurate renewal and expansion forecasts across their entire book of business. Supports leadership planning and resource allocation.

Lesson 4 • Career Progression and Personal Brand

Guides AMs in building a professional reputation and planning their career trajectory within and beyond account management. Connects daily performance to long-term growth.