2025 KAM MASTERCLASS

Key Account Management Certified Practitioner in AI-Driven Growth, Customer Loyalty and Strategic Value

Hotel & Congress Center Antunović ★★★★ ꟾ Zagreb, Croatia

11-12 March, 2025

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June 2024 Session Video

Overview

The Big Picture

In a business world increasingly dominated by technology and remote interactions, the need for Key Account Managers (KAMs) to adapt and innovate has never been more critical. This exclusive seminar is meticulously crafted for seasoned KAMs aiming not just to meet but exceed in their roles by leveraging artificial intelligence (AI) and mastering digital relationships for significant account growth and retention. The program promises practical, ROI-focused strategies ensuring participants can demonstrate the direct benefit of their attendance to decision-makers.

This advanced training program goes beyond traditional KAM methodologies, equipping seasoned Key Account Managers with the latest tools and strategies to not only adapt but thrive in the digital age. By focusing on practical, high-ROI tactics and the strategic use of AI and digital tools, attendees will leave poised.

Set in the inspiring city of Zagreb, this two-day seminar offers a unique blend of advanced KAM strategies, hands-on learning, and networking opportunities. Designed for high-achieving Key Account Managers, the program promises to enhance your strategic capabilities, ensuring you and your organization stay ahead in the competitive landscape of key account management.


Seminar Focus

Workshop Objectives & Key take-aways

This two-day certification workshop is designed to equip Key Account Managers with cutting-edge, AI-driven skills to deepen client relationships, drive revenue growth and adapt to the evolving digital landscape. The workshop provides hands-on experience with AI tools, ethical considerations and strategic methods, ensuring participants become indispensable assets to their organizations.

► Data-Driven Client Understanding: Learn to interpret data and research to uncover client needs, behaviours, and growth opportunities.
► Ethical AI Use in Account Management: Understand data privacy, bias, and responsible AI use to maintain trust and compliance.
► Strategic Engagement Techniques: Build trust, deepen relationships, and effectively communicate value to clients.
► AI-Enhanced Productivity and Focus: Streamline workflows with AI tools to maximize time spent on high-impact activities.


Who Should Attend

People at this event

► KAM TEAMS. The greatest ROI is realized when the team attends together, making sure that all KAMs, their Senior Manager and other members get the same message. The whole is greater than the sum of its parts.
► Key Account Managers & Senior Key Account Managers. To gain cutting-edge strategies that leverage AI for deeper insights and personalised account management, ensuring they stay ahead in highly competitive markets.
► Director of Client Services. To learn about innovative digital engagement and relationship-building strategies that can enhance the quality of service and retention rates of high-value clients.
► Customer Success Managers. For insights into using AI and digital tools to predict customer needs and improve satisfaction, directly impacting customer retention and growth.
► Sales Managers with Key Account Responsibilities. To acquire advanced tactics for identifying upselling and cross-selling opportunities within key accounts using data-driven approaches.
► VP of Sales or Sales Directors. To understand the strategic application of AI in key account management, optimising sales strategies, and driving revenue growth.
► Business Development Managers. To explore new ways of leveraging digital tools and AI for innovative partnership opportunities and strategic account growth.
► Strategic Account Coordinators. For hands-on experience in developing customised account growth plans that incorporate the latest AI insights and digital relationship management strategies.

Each of these roles stands to benefit significantly from the advanced insights, strategies, and networking opportunities provided by the seminar, ensuring they are well-equipped to meet and exceed in the evolving landscape of key account management.


Benefits Of Attending

For Key Account Managers

► Enhanced Strategic Skills: Attending equips Key Account Managers with the latest AI-driven strategies and digital tools, enhancing their ability to manage and grow key accounts strategically.
► Improved Client Engagement: Learn innovative techniques for digital engagement, leading to stronger, more personalised client relationships and higher client satisfaction.
► Increased Efficiency: Discover accessible tools that streamline account management processes, allowing for more efficient use of time and resources.
► Competitive Edge: Gain a competitive advantage by mastering cutting-edge approaches to account growth and retention, setting themselves apart in the job market.
► Professional Development: Opportunity for personal and professional growth through hands-on workshops, networking, and exposure to the latest industry trends and practices.


For Sales Directors and Senior Sales/Commercial Leaders

► Strategic Advantage: Understand how integrating AI and digital strategies into key account management can drive significant growth and competitive advantage for their teams and organizations.
► Leadership Development: Acquire insights into leading-edge management practices and technologies, enabling them to guide their teams more effectively and foster a culture of innovation.
► Revenue Growth: Learn sophisticated tactics for identifying upselling and cross-selling opportunities, contributing to increased revenue and profit margins.
► Stakeholder Alignment: Master the art of constructing and presenting compelling business cases to secure buy-in from senior leadership and align KAM initiatives with organizational goals.
► Networking Opportunities: Connect with other leaders to share challenges, strategies, and successes, enhancing their leadership skills and industry connections.


For Your Organization

► Elevated Account Management: Elevating the skills of Key Account Managers and sales leaders directly impacts the effectiveness of client management, leading to improved client retention and growth.
► Innovation and Adaptability: By adopting the latest AI-driven strategies and digital tools, the organization stays ahead of the curve, fostering a culture of innovation and adaptability.
► Enhanced Reputation: Demonstrating a commitment to professional development and cutting-edge practices enhances the organization's reputation as a forward-thinking, client-centric company.
► Strategic Growth: The strategic insights and techniques acquired can be directly applied to drive organizational growth, optimise key account strategies, and improve the bottom line.
► Talent Retention and Attraction: Offering professional development opportunities like this seminar helps retain top talent and attract high-calibre professionals who value continuous learning and growth.


THE WORKS

Concept & Delivery

Practitioners Event

The event brings together Key Account Managers from the business environment, mostly from large multinational and regional corporations. All the materials used throughout the training sessions are developed on real-world examples of actual work, covering sales and marketing communication processes, methodologies, best-practices, trends, campaigns and projects across multiple industries.


Seating

The training room set-up is “cabaret style” with large round tables, so that attendees can feel comfortable, being seated at an actual table instead rows of chairs. People like when they can bring in a coffee and snack or place their phone/laptop on a table. This type of seating ensures a great working atmosphere inside the room.


Delivery Style & Format

This training course is divided into eight (8) 90-minute sessions, each covering a specific area. Each session is a combination of presentation by the trainer, team problem-solving exercise and group discussion. Participants will be divided into teams of 5 people per each table, for the simulation workshops and other tasks.


The WHY's

Unique Selling Points

Why attend this KAM course (and not some other one)?

This advanced training program goes beyond traditional KAM methodologies, equipping seasoned Key Account Managers with the latest tools and strategies to not only adapt but thrive in the digital age. By focusing on practical, high-ROI tactics and the strategic use of AI and digital tools, attendees will leave poised to significantly impact their key accounts' growth and retention.


Why Warwick Brown?

Unlike many “established names” in the sales training industry, Warwick Brown is a real Key Account Manager, a practitioner who spent 15 years in the actual job. He’s not someone who retired from a real-world job 20 years ago only to deliver trainings based on a book published back in 1997. Warwick understands contemporary business trends and the generational issues of the current workforce. He’s “at home” with digital and not stuck in PowerPoint. This makes a big difference.


Why NOW?

Because the previous sessions, held throughout 2024 were evaluated by attendees as excellent. Therefore, we are bringing it on again.


Post-Workshop Support

► Resource Hub Access: Participants gain access to all workshop materials and AI tool guides.
► Optional Follow-Up Coaching: Personalized guidance for applying strategies to real client scenarios.
► Exclusive Online Community: Continued discussion, insights sharing, and new strategy updates.
► Certification Verification: Completion of the final project and assessments grants the 21st Century Key Account Management Certification.


Budget Justification - Why Companies Should Invest

This certification delivers measurable business value:
► Increased Client Growth: Certified KAMs are equipped with skills to drive growth through upselling, cross-selling, and price management.
► AI-Driven Efficiency and Insight: By using AI for client insights and productivity, account managers can focus on strategic, high-impact activities.
► Future-Proofed Skillset: Account managers develop core competencies in data analysis, client engagement, and collaboration, making them invaluable assets.


What Attendees Say

Interviews with people attending June 2024 session

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Download PDF Agenda

Where

Hotel & Congress Center Antunović ★★★★
Zagrebačka avenija 100
10000 Zagreb
CROATIA

When

Tuesday ∙ DAY 1
11 March, 2025 (09:00 AM to 05:00 PM)
Wednesday ∙ DAY 2
12 March, 2025 (09:00 AM to 05:00 PM)

CPD® Approved Provider

12 CPD® Credits

Speaker

Meet your Seminar Leader

New

Warwick Brown

Founder of the KAMClub

Warwick Brown, renowned as The KAM Coach, stands at the forefront of key account management expertise on a global scale. With a career spanning over two decades in leading key account management (KAM) teams across Australia, the UK, and Europe, Warwick has meticulously crafted methodologies that not only yield immediate results but are also simple to adopt and significantly enhance account growth and retention. His unique approach empowers KAM teams to unleash their full potential, achieving unparalleled success in their endeavors.

As the visionary behind The KAM Club, Warwick has cultivated a dynamic global membership community dedicated to the professional growth of key account managers. Coupled with his widely acclaimed blog, which garners the attention of 20,000 readers monthly, and a spectrum of tailor-made training and coaching services, Warwick's influence in sculpting the careers of countless key account managers is undeniable. His comprehensive suite of resources and services, ranging from individual coaching sessions to group training programs and strategic consulting, is designed to elevate the performance and trajectory of key account managers in every aspect of their roles.

Warwick is not just a coach; he is a catalyst for transformation within the key account management profession, championing the success of his clients as they navigate the complexities of their roles and ascend to new heights in their careers.

Schedule

There are eight (8) 90-minutes session althogether; two (2) each morning and afternoon, on both days.

Our friendly staff will hand you a branded lanyard with your accreditation pass and show you around the conference room. Choice of seating is first-come first-served.

Location: In front of the Conference Room Tomislav

Warwick will familiarize participants with the overall scope of the seminar, daily schedule and the flow of the presentations and workshop tasks, individual and group exercises and dynamics of Q&A sessions.

Location: Conference Room Tomislav

Focus:
This foundational module sets the stage by covering AI trends, why AI is crucial for KAMs, and the concept of becoming irreplaceable in the digital age. We'll discuss how AI transforms account management and why now is the time to integrate these tools.

Key Topics:
► The Rise of AI in Business: How AI is changing industries, including key account management, and reshaping client expectations.
► Becoming Irreplaceable: Developing unique human skills like critical thinking and relationship building, in combination with AI, to stand out.
► Urgency in AI Adoption: Why early adoption can be a competitive advantage and how KAMs can position themselves as forward-thinking partners.

Outcome:
Participants understand the significance of AI in their roles and feel motivated to harness it strategically.

Location: Conference Room Tomislav

The coffee-break makes for a great occasion to mingle around with fellow delegates, share instant feedback about sessions you enjoyed the most and engage in casual chat.

Location: Networking area In front of the Conference Room Tomislav

Focus:
Using AI and research to gain a deep understanding of clients’ behaviours, needs, and potential growth signals.

Key Topics:
► Behavioural and Market Analysis: Analysing data to understand client behaviour patterns and broader market trends.
► Identifying Growth Signals: Using predictive analytics to spot upsell, cross-sell, and expansion opportunities.
► Data-Driven Decision Making: Filtering out noise to focus on the data that aligns with strategic growth goals.

Activity:
Hands-on demo with AI tools to identify growth signals from sample data and behaviour insights.

Outcome:
Participants gain confidence in interpreting data to anticipate client needs and identify strategic opportunities.

Location: Conference Room Tomislav

Engage in a casual chat with your fellow delegates. Enjoy the four-star culinary experience, providing a variety of specialties ranging from traditional Croatian specialities to best international cuisine; and assortment of vegan & vegetarian dishes.

Location: Main Hotel Restaurant

Focus:
Building trust through ethical, AI-driven engagement that sets the groundwork for account growth.

Key Topics:
► Personalized Client Touchpoints: Using AI for tailored engagement that resonates with clients and reinforces loyalty.
► Trust-Building Techniques at Scale: Balancing digital interactions with a human touch to maintain authenticity.
► Ethical AI Practices: Ensuring transparency, privacy, and fairness when using AI in client interactions.

Activity:
Group brainstorm on AI-driven trust-building actions, with insights shared in a larger discussion.

Outcome:
Participants develop strategies to build client trust, essential for fostering upsell and cross-sell opportunities.

Location: Conference Room Tomislav

The coffee-break makes for a great occasion to mingle around with fellow delegates, share instant feedback about sessions you enjoyed the most and engage in casual chat.

Location: Networking area In front of the Conference Room Tomislav

Focus:
Streamlining workflows to dedicate more time to strategic growth and client relationship tasks.

Key Topics:
► Time-Blocking and Batching for Focus: Leveraging AI for focused time management, reducing distractions, and setting time for client growth activities.
► Automating Routine Tasks: Using AI to manage repetitive work, allowing KAMs to prioritize high-impact activities.
► Stress Management Tools: Using AI tools to organize, prioritize, and manage workload efficiently.

Activity:
Participants identify a workflow improvement using AI, focusing on time-saving and productivity enhancement.

Outcome:
Participants acquire practical skills to increase productivity, allowing them to focus more on strategic client growth.

Location: Conference Room Tomislav

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PARTICIPATION FEES

Maximum efficiency and ROI is achieved with group participation. Participation fees are adequately designed for smaller, medium and large companies. Individual participation is also possible, although at a significantly higher price.

The standard registration fee is €1,995 and is valid for 1-2 participants. All discounts are calculated based on the standard registration fee.

To register individual participation, click here:

Register

To register group participation, choose from the options below:

4 PLACES FOR THE PRICE OF 3

€1496
per person

  • Fee covers:
  • Participation in the seminar
  • Refreshments and snacks during breaks
  • Seated Buffett Lunch
  • All materials and access to microsite
  • Certificate of Attendance
  • Savings: €1,995
  • Total Fee: €5,985
Register

7 PLACES FOR THE PRICE OF 5

€1425
per person

  • Fee covers:
  • Participation in the seminar
  • Refreshments and snacks during breaks
  • Seated Buffett Lunch
  • All materials and access to microsite
  • Certificate of Attendance
  • Savings: €3,990
  • Total Fee: €9,975
Register

10 PLACES FOR THE PRICE OF 7

€1396
per person

  • Fee covers:
  • Participation in the seminar
  • Refreshments and snacks during breaks
  • Seated Buffett Lunch
  • All materials and access to microsite
  • Certificate of Attendance
  • Savings: €5,985
  • Total Fee: €13,965
Register

Accommodation, logistics and technical information

A discount on the overnight stay is available to all participants of this or any other event organized by KTC International throughout the year.

The Congress Center of the Hotel Antunović was completely renovated at the beginning of 2023 and with state-of-the-art equipment and technology guarantees an unforgettable experience for all participants.

location

Lokacija

Hotel i kongresni centar Antunović │ Zagrebačka avenija 100, 10000 Zagreb

Transport

Noćenje

Accommodation is available at a reduced price

Hotel & Restaurant

Hotelski restaurant Argante

Lunch during the event is served here



location

Congress Hall Tomislav

Completely renovated at the beginning of 2023, one of the most modern dovrans of its kind in Croatia

Transport

Aspa Wellness Center

A favorite place of many Zagreb residents and a "must see" if you are a hotel guest.

Hotel & Restaurant

Pastime

Relax with a coffee or a glass of wine in one of the many bars of Hotel Antunović

Get in Touch

Speaker

Goran Krstulovic

Seminar Host

Enterprise Sales

Speaker

Rina Prindiana

KAM Project Lead

Registration & Attendance

Speaker

Warwick Brown

Speaker

Content & Delivery