Successful Account Management (Virtual)
Successful Account Management
16-17-18 January 2024

09:45-11:45 GMT | Virtual

9-10-11 July 2024

09:45-11:45 GMT | Virtual

5-6-7 November 2024

13:45-15:45 GMT | Virtual

17-18 April 2024

09:00-16:45 GMT | In-person

Workshop overview

Through IGD’s Successful Account Management workshop, you will learn what is required to build and manage successful customer relationships.

This workshop is a ‘how to’ guide for all FMCG account managers new to the role or industry, those looking for a refresher, and others in customer facing roles.

Through the three virtual session you will learn and practice applying the principles of account management with peers from other businesses to develop deeper knowledge and skills.

The last session culminates in a team role play, where you will get to apply the learnings and tools from the two days through conducting a live customer meeting.

Learning outcomes

Gain clarity of the buyer’s role and how to engage them successfully

Acquire tools to help be the best account manager you can be.

Learn how to build compelling proposals

Feel confident planning for and running successful customer meetings

Who is it for?

A key step in the learning journey for those starting out on their account management career or those in commercial roles looking to widen their skills in working with accounts.

This workshop is just the beginning of your learning journey and can be used in conjunction with the following workshops and courses to support your first year in account management:


I enjoyed the course. There was plenty of variety and the depth that Graham went into was helpful. I also thought that splitting the course up with presentations followed by tasks made the session more engaging.

The tutor and the interaction with other people all at similar levels has enabled me to develop a better understanding of skills required to be a successful account manager


Day 1
Duration: 2 hours

The customer

The role and responsibilities of the account manager

Understand the role and responsibilities of the buyer and how they measure success. Know their expectations of supplier and what that mean for your role.

Discover what you need to know about your customer, and how to alter your performance and proposals accordingly.

Day 2
Duration: 2 hours

Account management model

You’ll be introduced to the IGD account management model and the importance of each part to deliver success.

Learn the four key traits of successful account management and how to use them successfully.

Understand the important steps in building collaborative plans to deliver your KPIs and business strategy.

Day 3
Duration: 2 hours

Successful engagement

Learn how to plan for your customer meetings, to ensure they deliver your objective.

Discover what it requires to deliver a positive engagement, and what not to do.

You’ll be introduced to the IGD model of effective proposal delivery, and how to plan each step to be successful.

Practice the tools and techniques in a short group role play.

Meet the trainer

Adam Jones, Commercial Solutions Manager

Adam works in the Commercial and Category Solutions team at IGD to deliver customised projects that accelerate business growth across commercial capability and category development. Prior to IGD, Adam spent the past ten years at Nestle across a variety of category, insight, and business manager roles, most recently leading the Sainsbury’s account for the Nestle Food and Dairy business.

Adam Jones, Commercial Solutions Manager, IGD