KAM training – Key Account Management training
Our KAM (Key Account Management) training gives you and your team structured tools,
methods and working methods for developing the company's most important customers - those who account for the largest
business value, strategic importance and long-term growth.
The training combines Key Account Management, the MEDDICC® methodology and e-learning, which
ensures that work with key customers is business-driven, consistent and scalable – not
Dependent on the person.
A Key Account Manager (KAM) is responsible for developing and protecting the company's most important customer relationships by acting as the business leader for the account.
A successful KAM:
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Builds and develops long-term strategic customer relationships
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Acts as the client's primary business partner and advisor
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Identifies growth opportunities, risks and business value
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Leads and coordinates an internal customer team (sales, delivery, technology, management)
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Ensures that the right resources are engaged at the right time
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Drives strategic dialogues, negotiations and decision-making processes
The training trains the KAM role to take full responsibility for the customer's business results and internal delivery.
What does a Key Account Manager do?
KAM training – content and structure
The KAM training includes, among other things:
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Key Account Management in complex B2B
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Segmentation and prioritization of key customers
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Strategic KAM plans and account strategies
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Customer value analysis linked to MEDDICC®
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Decision makers, decision processes and risk
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How KAM leads and controls their internal customer team
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Communication, negotiation and relationship management
The training combines classroom education, practical training and work with your own key customers.
for direct business impact.
E-learning in Key Account Management (included)
As part of the training, e-learning for Key Account Management is included, which makes it possible to:
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Iterate models and tools over time
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Ensuring a common language in the organization
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Onboard new Key Account Managers faster
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Create discipline and continuity in KAM work
E-learning strengthens the training and makes the effect long-term.
Strategic KAM plans – from documents to management tools
Participants will receive concrete tools and templates for strategic KAM plans, including:
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Target and ambition per key customer
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Customer's business drivers and priorities
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Decision makers, sponsors and internal allies
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Identified risks and competition
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Growth initiatives, activities and responsibilities
KAM plans are used as steering tools for internal customer teams, not as static presentations.
Who is the KAM training for?
The training is aimed at:
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Key Account Managers and key account salespeople
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Sales managers and business developers
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Account Managers on their way to KAM role
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Team responsible for strategic customer relations
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Consultants in customer strategy and B2B business
The content is adapted to experience level and business complexity.
Why choose our KAM training?
Our KAM training is distinguished by:
Integration of MEDDICC® in Key Account work
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E-learning that ensures long-term effect
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Tools for leading internal customer teams
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Strategic KAM plans that drive real business
The training will help you to:
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Prioritize the right key customers
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Increase customer value and revenue per account
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Reduce risk and customer dependence
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Create predictable and scalable results
Effects of KAM training – what teams typically achieve
A team of Key Account Managers who implement the training normally achieves clear effects
in both business results, structure and collaboration.
Typical effects for KAM teams Organizations often experience:
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Increased customer value per key customer through clearer growth plans
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Better control over the customer's decision-making processes
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Stronger internal coordination around strategic accounts
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Fewer reactive customer dialogues – more strategic conversations
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Increased security in complex customer relationships
Measurable business impacts
Common results:
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10–25% increase in revenue per key account over 6–12 months
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Shorter sales cycles in larger stores
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Reduced churn among strategic customers
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Higher forecast accuracy in the key customer portfolio
The effect is created through the combination of MEDDICC®, strategic KAM plans, e-learning and clear
internal leadership.
Local benefits for companies in Sweden
On-site, digital or hybrid training
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Adapted for Swedish and Nordic business context
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Cases from complex B2B environments
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Support in implementation and change work
KAM training – course structure and price
The KAM training can be carried out as:
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Full-day or multi-day program
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Modular structure over time
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Workshop format with work in own accounts
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Combined with individual coaching and e-learning
The training includes templates, tools, e-learning and methodological support.
Price for KAM training
Pricing is based on:
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Number of participants
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Length and format of the training
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Degree of customization, coaching and e-learning
The training is normally tax deductible as company training.
Frequently asked questions about KAM training
Is e-learning included in the KAM training?
Yes. E-learning for Key Account Management is included and is used for rehearsal, onboarding and
long-term implementation.
Do we get tools for strategic KAM plans?
Yes. Participants receive concrete templates and structures for building and using KAM plans in everyday life.
Do you train how KAM leads internal customer teams?
Yes. A central part of the training is how the Key Account Manager leads and coordinates internal resources.
around key customers.
How quickly do you see results?
Most teams experience the effect directly in ongoing customer dialogues. Clear business effects are usually visible
within 1–3 months.
Customer quote
" The Key Account Management training has helped me develop clear customer plans and create a strategy that provides both growth and profitability ." – Maria L., KAM
" I now have a structured method for handling large accounts and ensuring that I focus on the right deals. " – Erik S., Key Account Salesperson
The value of training in Key Account Management
With our Key Account Management Training, you will receive a complete strategy for successfully managing large accounts. You will learn how to build account plans, identify profitable opportunities and create business relationships that deliver long-term results.
Who delivers?
The training is led by Jens Edgren , CEO of Sales Makeover and a recognized expert in solution sales, business development and strategic sales. During his career, Jens has helped hundreds of consultants, salespeople and leaders develop their sales skills and create sustainable business relationships.
With over 20 years of experience in B2B sales, Jens has trained companies globally on how to optimize their sales processes, improve their deal qualification and effectively implement sales methodologies such as MEDDICC – a methodology that helps salespeople close more deals, faster. Jens is also the author of the popular book “ MEDDICC – Sell More, Faster ”, which provides in-depth insight into how to use the MEDDICC framework to qualify and win deals in competitive markets.
Read more about the book here .
In addition to his work at Sales Makeover, Jens is a frequently hired speaker and coach, where he shares insights on how companies can strengthen their sales strategies in a digital world.
Want to know more about Jens and his professional background? Visit his LinkedIn profile for more information about his experiences, recommendations, and publications.