Workshop & Roundtables

Strategic Account Management Workshop

Over the years many Account Executive BootCamp attendees requested that we establish a second level of training for them. The Strategic Account Management Workshop is the result. The content is based on areas of interest that they felt were most important to explore and learn. While AEBootCamp provides an overview of the role of an account manager the Strategic Account Management Workshop is a training program focused on developing strategies based on the marketing mix and the client’s business goals and objectives.

 
Attending an AEBootCamp is not a requirement for enrolling in the Strategic Account Management Workshop program.

The requirement for attending the workshop is two to three years experience in account management; a competitive approach to develop strategic solutions to clients’ business problems; curiosity and a drive to solve problems; a professional attitude and the willingness to do the work to get the job done and help drive the client’s business.

The Faculty:

Mike Carlton – Principal/Consultant, Carlton Associates, Chagrin Falls, OH
Dave Wood - Principal/Consultant, Agency Management Roundtable, Surprise, AZ

Each attendee will receive a full Strategic Account Manual and a personal copy of AMR’s The Master Plan. (a $49 value)

The workshop agenda includes: 

• How to research and develop a strategic marketing communication plan for a project or for a program. We will explore, in depth, AMR’s Master Plan program and how to apply it to current and new clients.
• The Product Life Cycle and how it affects the marketing message, pricing, and distribution strategy. How to use it effectively in client duscussions and planning sessions.
• Offensive and defensive marketing strategy and when each should be used to market products and services. Just knowing these strategies will add depth to a discussion with clients about how they will sell their products/services.
• What is the importance of a “real” SWOT analysis? How to develop the information and then use it in understanding how a client’s products or services can be very competitive in their market.
• The “marketing mix” and how all four elements contribute to building strategy for the client.
• What is return on investment (ROI)? Attendees will learn how to compute ROI and use it as a spreadsheet tool to sell a project or program; and, how to use it to recap results of the client’s investment.
• Growing the account from the first project to a program and to a full campaign assignment.

The program will teach attendees how to develop marketing strategies (and know why one is better than the other) instead of just managing a project the client assigns to them.

The format of the seminar is presentation and discussion of all topics. Attendees participate in team assignments and practice their presentation skills.

Who Should Attend?

Agency Senior Management and Account management staff with at least 2 to 3 years account management experience as a project manager, an account coordinator, account executive, key account manager, or as an account supervisor. Attendance is limited to 25.

Tuition: $695 per person

Sessions: 8:30 a.m. to 4:30 p.m on Friday and 8:30 a.m to 3:30 p.m on Saturday.

Travel & Accommodations: Transportation, hotel costs, lunch and dinner are not included in the tuition fee. Breakfast is included both days.

Meeting Hotel: Scottsdale Marriott Suites, Old Towne Scottsdale