Account management & retention

What you’ll learn

• What account management is vs new-business sales, and why "hunter vs farmer" is too crude.
• The economics of retention: CAC, churn, GRR and NRR — with benchmarks you can quote.
• Renewals: the timeline, the risk signals, the save plays, the negotiation.
• Growing accounts: upsell vs cross-sell, whitespace mapping, expansion triggers and qualification.
• Running a book: account plans, tiering, time allocation.
• QBRs/EBRs that customers actually want to attend.
• Stakeholders over years: champion succession, re-orgs, hostile new arrivals.
• Health scoring, and working with customer success, support and product.
• Key-account selling into very large organisations — the NHS trust, the defining case for UK health-tech KAM roles.
• Where adjacent experience — agency, support, delivery, consulting — maps onto all of this.