Global Account Management: Creating Future-Proof B2B Customer Relationships

To Be Announced  
Questions? Contact Us:
Alberto O. Cruz
Director, Learning Solutions
+1 212-854-6037
[email protected]

Columbia University Campus
New York City 
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Certificate Credits: 3
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“Identifying the right business model for addressing global customers and formalizing that model into a global customer management program is a key challenge for any organization with global aspirations. This program will give you the essential concepts needed to drive corporate strategy and realize profitable growth for your company and industry.”
– Noel Capon, Faculty Co-Director and R.C. Kopf Professor of International Marketing

Hear from faculty director Noel Capon on how this program provides you with the knowledge, skills, and tools to successfully compete in the global sales arena.

Agile collaboration between suppliers and customers is paramount for success in complex, global business relationships. But only few companies have really mastered it. In the Global Account Management: Creating Future-Proof B2B Customer Relationships program, you will develop the skills needed to transform your global customer relationships and become an integral part of your global customers strategies and action plans.

Building on over 20 years of frontline research and practice, the Columbia Business School faculty who teach in this program provide sales executives and account managers with the knowledge, skills, and tools to successfully compete in the global sales arena and manage global business-to-business relationships effectively.

Over three days, participants learn how leading companies organize their global customer operations of the future. From customer asset management and account strategy and planning to executive sponsorship and agile collaboration, the program faculty have developed some of the key concepts of today’s state-of-the-art global customer management.

Discussing and sharing concrete ideas to elevate your own global customer management practice beyond the competition's, participants work together in a safe, peer-only environment. At the end of the program, each participant will have developed a tailor-made global account management roadmap and walk away with a hands-on action plan for a global customer.

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Please contact our Learning Solutions Specialists at 212-854-3395 for a personal conversation to learn more.


Managing global customer-relationships requires shifting from a product-centric to a customer-centric perspective in order to build high-value business relationships in a new, agile way. During this program, you will learn how to:

  • Understand what global customers really require from their global suppliers and apply these insights to your industry
  • Stop "selling" value to your customers, and instead engage them in a strategic dialogue on how to shape the future together via joint value creation activities
  • Develop your future global account management strategy by mapping your organization‘s position in the global account management journey, benchmarking it against best-in-class examples and developing a hands-on roadmap to implement your program
  • Develop and test an actionable game-changer strategy to take the relationship with a global customer to the next level of excellence

Upon completion of this program, you will earn three credits towards a Certificate with select alumni and tuition benefits. Learn more.


This program uses a combination of interactive sessions, case studies, and exercises to apply key insights to your own business practice. An integral part of the program curriculum are real-life cases from participants' organizations. During the first two days, participants will work on their own global account management program‘s future setup. On day three, they will develop and test a strategy and action plan for a real-life customer of their choice. Three months after the program, participants are invited to review their progress in a coaching call with the program faculty.

Day 1 starts with an introduction on the transition from global selling to global customer management. Building on the results of a pre-program assessment, you will identify your position in the customer-centricity journey and develop a next-generation global sales program. Most importantly, you will compare your own approach with best-in-class examples from various industries and learn from seasoned practitioners how you can apply a winning approach to your own business reality.

Day 2 focuses on orchestrating winning business relationships, leveraging knowledge for value creation, and transforming the sales and account manager role in the digital area. Through a customer-centric leadership assessment, you will identify the strengths and weaknesses of your global sales approach relative to competition, identify the customer asset management profile of the future, and develop an implementation plan for your next-generation global account management program.

Day 3 focuses on the practical aspects of high-value business relationships. You will learn how to design, maintain, and innovate such relationships in your own industry and how to quantify the implications that will result from a well-orchestrated approach. Finally, you will conduct a 360-degree assessment of a customer relationship of your choice and test game-changer strategies and action plans for immediate implementation after the program.

For a complete program schedule download the agenda.


The program is designed for senior-level sales executives, global and strategic account managers, and executives who manage account-based sales teams. The program focuses mainly on the sellerÕs perspective in global business-to-business relationships, but also links insights into strategic alliances management across industries.

Columbia Business School alumni and up to four of their colleagues are eligible for a 25 percent tuition benefit for this program. More on the Alumni Tuition Benefit.



Noel Capon, Faculty Co-Director
R.C. Kopf Professor of International Marketing
Columbia Business School

Noel Capon teaches marketing, sales, and strategic customer management at Columbia Business School. Professor Capon previously held faculty positions at UCLA and Harvard Business School before joining Columbia in 1979. He served as chair of the Marketing divisions at both UCLA and Columbia. He has also served as visiting professor at INSEAD (France), Hong Kong University of Science and Technology (HKUST), and the China Europe International Business School (CEIBS), Shanghai, PRC.

Professor Capon has authored or co-authored more than 80 articles and more than ten books which have been translated into more than a dozen languages, including Managing Global Accounts, Key Account Strategy and Planning and The Frontline Sales Manager – Field General. He also contributes to Columbia Business School's Executive Education programs and has designed, directed, and taught in a wide variety of marketing, sales management, and strategic and global account management programs. He also designs, directs and teaches in numerous custom programs for major corporations globally. Professor Capon co-founded The Chief Sales Executive Forum and is a member of the Board of Directors of the Strategic Account Management Association (SAMA).

Christoph Senn, Faculty Co-Director
Adjunct Professor, Columbia Business School;
Senior Lecturer, University of St.Gallen

Christoph Senn teaches international sales and management at Columbia University in New York and at St.Gallen University in Switzerland. Previously, he taught at Rotterdam Business School, Netherlands and the Technical University of Hamburg, Germany. Prior to joining academia, he served in various global sales and management roles at Oerlikon-Bührle / Balzers.

Professor Senn’s research interest focus on high-value relationships, customer-centric leadership and corporate strategy implementation. Recent publications include articles in California Management Review, Harvard Business Manager, Journal of Business Strategy, Journal of Industrial Marketing, Research Technology Management, Wall Street Journal / Sloan Management Review and others.

In addition, he is chairman of the St.Gallen Spin-off AMC / and acts as an advisor to sales leaders and executives of major global corporations around the world, such as ABB, BASF, British Telecom, Canon, Cisco, Coca-Cola, Danfoss, DHL, Evonik, Deutsche Bank, Geberit, General Electric, Henkel, Hilti, Holcim, Hoffmann-La Roche, KPMG, Konica-Minolta, Linde, Mercer, Microsoft, Nestlé, Novartis, Philips, Pfizer, SAP, Samsung, Schindler, Siemens, Sika, Sonos, Swiss Re, Thermo-Fisher, Tetra Pak, T-Mobile, T-Systems, Unilever, Vodafone, West Pharma, XL, and Zebra Technologies.

Along with Professors Capon and Senn, additional Columbia Business School faculty may contribute to and teach in the program.