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Account Manager to Business Manager

About this workshop

This high energy and highly interactive workshop will give you the insight into those skills which will enable you to make the transition from account manager to business manager. As a delegate you will be empowered throughout the workshop to make key commercial decisions and also to understand the implications of those decisions to your P&L.

Who is it for?

This workshop is designed for account managers who have been working in their current role for 3+ years and are looking to take on more responsibility or broaden their existing account management skills. It’s also suitable for those people who have previously attended IGD’s Successful Account Management workshop.

As a result of attending our ‘account manager to business manager’ workshop you will:

  • Be able to develop more compelling, fact-based commercial proposals and understand the effect they have on the supply chain and the profit and loss account
  • Have a clear understanding of the level and depth to which your personal planning and preparation is required in order to conduct more effective business meetings
  • Develop improved data handling and analysis skills to identify commercial opportunities that drive sales based activities
  • Be able to use sharper overall commercial and negotiation skills, understanding and using key variables to reach a positive result
  • Understand different retailer strategies and build compelling proposals which have a great chance of acceptance
  • Have improved capability to work as a team, organise resources and priorities

Key skills covered in this workshop

Strategy planning, aligning commercial models, data analysis, identification of opportunities, prioritising opportunities, financial planning, dealing with issues, pre-empting potential blockages, skills benchmarking against colleagues, improving effectiveness in customer meetings, promotional planning, promotional execution and evaluation, range assortment and strategy, supply chain forecasting and demand planning, driving operational efficiencies at factory and store level.

What will I experience at this workshop?

During the two days you’ll use our unique account management simulation model, creating a fast paced and time pressured environment; expect to be stretched in your decision making capabilities and assessments.

The workshop is based around our unique business simulation and combines our commercial experience and content to deliver a unique learning experience.

One of the key benefits of the workshop is it gives delegates the opportunity to experience life through the lens of a buyer, the pressures they experience as they too work to deliver their objectives whilst managing supplier relationships.

Throughout the two days, our facilitators will share with you some best practices and concepts which you will be able to put into action once you return to your normal role. They’ll also work with you to help you understand how your decisions have influenced the performance of the team.


We will send details of the business simulation beforehand. To get the most out of the workshop, we ask that you read it to familiarise yourself with your role and the workshop format.

Essential information

  • Registration is open from 8:30am ready for a prompt 9am start and you will be on your way home by 5pm on both days
  • A light breakfast will be available on both mornings with unlimited tea, coffee, water and fruit on offer plus homemade cookies, cakes and chef cooked lunches
  • The dress code is smart casual
  • We have free parking at the IGD Academy however; please check the venue details when booking as we do deliver sessions at other venues from time to time
  • To see our location, local train station details and other travel information, please see

The programme

To view the full programme details, please click here.

Meet the trainer

Graham DorringtonGraham Dorrington has over 25 years experience working for FMCG companies such as Diageo and Golden Wonder in customer facing commercial roles as well as commercial planning, category management and customer marketing. At IGD he is responsible for designing and delivering a range of commercial capability and business planning programmes. 


Philippa SouthPhilippa South has over 10 years commercial and account management experience working with FMCG companies such as Nestle Cereal Partners, Lindt and Mars Horsecare. At IGD she is responsible for designing and delivering a range of commercial capability and business planning programmes through open workshops and customised in-house for global customers. She also heads up IGD’s Customer Engagement research programme.


Please note the trainers for each course may vary based on availability

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