Complete Account Manager
10 February 2026 - 26 February 2026
Dates
The Complete Account Manager (Virtual) course has been split into six three-hour sessions.
10,11,12 and 24,25,26 February 2026 09:30am - 12:30pm
We have developed our workshop offer; this Complete Account Manager course will provide you with a comprehensive journey of learning to develop your capabilities in account management. Across the course you will use techniques and processes to ensure you develop your knowledge and skills, leaving you prepared to build and deliver sophisticated account management plans and proposals. You will develop your learning, applying the principles of account management and what is required to build and manage successful customer relationships.
Structured training cannot replace on the job training. We have designed the course to support you with practical theories, tools, models that you can use in your role and role plays to help practice the learnings before you need to use them on the job.
Currently, many businesses and individuals are attending several of our individual workshops to give them the training they need. By building longer courses for our customers we can ensure comprehensive structured progression through their training on what is needed for their roles.
— Simon Attfield, IGD Senior Consultant
Learning outcomes
Understand the key principles of selling, influencing and negotiation when it comes to sustainable account management; when and how to use the different account management tools.
How does a retailer work? Understand their processes, business rhythm, corporate strategies and events. How that influences their behaviour and your proposals.
Understand how to use and track key financial and commercial metrics, the retailers’ financials.
Understand the concept of triple win and how to leverage it.
What you need to know about your contacts. How to capture and leverage in your communication, relationship and proposals to build strong partnerships.
Understand how to drive sales with the different marketing tools with the retailer. The long and short term benefits of each and how to measure their effectiveness.
What does a great account plan look like to deliver success. How to use a balanced scorecard to monitor performance and when you need to take corrective steps.
How to plan and run productive collaborative meetings with your customers. How to make the most of your collaboration and deliver benefits for all.
Know what successful accounts managers do and how they behave.
Who’s it for?
If you are new to the role, these courses are specifically designed to guide you from the beginning of your learning journey to a confident position in your role. These courses will provide you with the necessary skills and knowledge to excel in your job.
For experienced delegates, our sessions will build on your previous learnings and experiences to provide comprehensive functional training. Our courses are tailored to meet the complete needs of your role.
We believe that our courses will be beneficial to both new and experienced professionals.
Meet the trainer
Simon Attfield
Senior Consultant
IGD
Simon Attfield tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 25 years’ experience working in category management, shopper marketing and sales for FMCG companies such as P&G, Britvic, Clairol, and most recently leading the customer marketing team at Tata global beverages.
This course has been split into six 3-hour sessions to cover these subject matters:
Introduction to Account Management
Role of an account manager and retail buyer.
Introducing the account management process and the key principles of selling and influencing inc. negotiation.
Processes, opportunities and measurement
Understand the retailer and suppliers’ processes and events. The account managers involvement and how to leverage for success.
Identifying opportunities for growth. Understand the short and long term impacts of activities.
Understanding and using key metrics from a retailer and supplier perspective.
Category first thinking
What is category management? The importance of category first thinking in building account plans and working with customers.
Putting the shopper and consumer at the heart of the planning and looking for triple win results.
Marketing, promotions and retail media
The importance of understanding the wider market dynamics. The lenses of analysis and how to review
What is a balanced scorecard? Tracking both inputs and outputs and understanding the levers of performance.
Understanding the needs of the customer
Understand the needs of the customer.
What are the key roles their responsibilities, needs and their approach. Leverage this knowledge to build better partnerships.
Build a collaborative joint plan for success
Building an account plan to deliver for your business and the retailer.
Managing collaborative planning and meetings. Inspire through effective storytelling.
Dates
The Complete Account Manager (Virtual) course has been split into six three-hour sessions.
10,11,12 and 24,25,26 February 2026 09:30am - 12:30pm
Tickets
Member Discount: £999
Non-Member: £1,200
Small business rate: To qualify for a discounted rate you will need to be a small manufacturing business with a global turnover of less than £10 Million. Place your order above and email your annual global turnover to [email protected], or get in touch if you have any questions.
Prices displayed ex-VAT. IGD reserves the right to alter any element of the programme, such as speakers, times and venue, should the need arise. All bookings are subject to acceptance of IGD Terms & Conditions. IGD reserves the right to reject any order at its discretion.
Cancellation Fees
Cancellations to be confirmed in writing
Over 30 days notice - Full refund
15 - 30 days notice - 50% refund
Less than 15 days notice - No refund/transfers
Please email [email protected]
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