Leading Strategic Account Management

Many organisations struggle to deliver on strategic account management (SAM) despite investing in training, tools, and talent. High-volume sales models simply don’t work for long-term strategic relationships. RSM Executive Education sees this challenge growing as markets become more complex and customer expectations rise. SAM now requires an organisation-wide approach—clear structures, cross-functional collaboration, and leadership from the top—to unlock value.  

This six-month programme gives senior executives the guidance and structured space to rethink how their organisation must evolve to support strategic customers. Led by faculty from Rotterdam School of Management, Erasmus University and seasoned practitioners, it blends research-driven insights with hands-on workshops for practitioners. You will learn how to design a SAM operating model that breaks down silos, clarifies roles, and aligns incentives and resources across the business. The programme helps you move from tactical oversight to strategic governance, build systems that enable consistent value delivery, and create a customer-centric culture backed by meaningful metrics. By the end, you will have a practical, leadership-ready blueprint for strengthening key relationships and driving future growth.