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Strategic Relationship

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About the course

Strategic relationships provide the business landscape within which we do business. This is all about understanding the markets that we want to develop, the major organisations that operate in those markets and the major influencers in those organisations. This 2 day Strategic Relationship Management course enables delegates to research and analyse target organisations and plan how to develop a profitable business stream from them.

The course is delivered in workshop style and is ideal for teams of people who all deal with a single customer organisation. It provides delegate teams with the tools to plan how to develop customer relationships to win new business, and the opportunity to put them into practice.

This workshop will help those attending to develop business or account plans for strategic engagement with their customers. It will cover three main areas:

• Measuring the current organisational relationship with their customer
• Deciding what the relationship should be within three years
• Planning how to achieve this.

The workshop will use a relationship plan template to guide delegates through a structured relationship management process and record the pertinent details. Delegates follow the stages of account planning using a real customer organisation and completing an account plan template. This tends to work best as a team activity, drawing input from those who know the customer organisation and who will charged with winning new business from that customer. For further course content details, please see the information under Key Features below.


“This workshop did exactly what I hoped it would – develop a better understanding of the methodology for developing customer accounts and key relationships. A beneficial two days of instruction and practical work. Thank you.” – BW.

“I personally found the training session very useful in identifying how well I know my customers and establishing what level the relationship is on, and understanding which direction to take the relationship next. The content was appropriate to the workshop and supported reinforcing the message. Very useful.” – MN

Course dates coming soon

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Who should take the course?

This workshop is suited to business development people who work across an account or large scale, customer organisation. It is highly practical and requires delegates to bring a real customer organisation to work on throughout the workshop.

Course dates coming soon

Benefits – individual?

Individuals will benefit from:

• Objective assessment of customer relationships and a clear action plan for developing them further
• A more coordinated team approach when dealing with large customer organisations
• Better understanding of where new business opportunities may be and how to progress them

Course dates coming soon

Benefits – organisation?

Organisations will benefit from:

• Better understanding of customer organisations and the potential for new business from them
• More informed decisions about where to invest business development budgets for maximum returns
• Stronger alignment between business strategy and new business pursued
• Increased new business from existing customers

Course dates coming soon


There is no examination or assessment at the end of this course. Participants will however be given a Certificate of Attendance.

Course dates coming soon

Key Features

By the end of the workshop, delegates will have:

• Measured the level of organisation to organisation relationship today and identified how it can be developed
• Measured the level of individual to individual relationships having identified key strategic stakeholders and relationship builders
• Conducted a strategic analysis of the environment in which the customer operates to enable richer conversation with them about their desired outcomes.
• Developed strategic value propositions for the customer organisation
• Structured a timetable for customer engagements
• Identified a pipeline of opportunities and resource considerations for pursuit of those opportunities
• Completed an action plan for next steps.

Course dates coming soon
Course dates coming soon
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