Managing the customer relationship and value journey - CORE 4

    June 11-12, 2024 (online)
    July 18, 2024 (Chicago, in-person)
    October 29-30, 2024 (online)

Unless otherwise indicated, all online workshops will take place 8:30am–12:00pm Central Time (UTC +8) (Chicago).

If you are interested in taking this course in China Standard Time (UTC +8), please join the waitlist.

Training Units: 1

Training type available:
     • In-Person (1 day)
     • Online (2 consecutive half-days)

     Corporate Member = $995
     Individual Member = $1,045
     Non-Member = $1,195

Competencies covered:

  • Customer orientation
  • Financial/business acumen
  • Responsible for the corporate customer relationship
  • Process discipline
  • Accountability for business outcomes

                                                   + Click to enlarge

Recommended Audience: SAM/KAM/GAM, SAM Program Leaders, SAM Managers, Cross-functional team members

Level of proficiency: Foundational / Intermediate

Certification eligibility: Required course of the CSAM program

Presented by: The Chapman Group

Participate in an exciting, informative, interactive and metric-oriented workshop. During this session participants will take a journey into the future...or is it now? They will experience methods, practices and tools that will help them optimize relationships with their strategic customers. Participants will experience both sides of the relationship: from the perspective of both the strategic customer as well as the strategic supplier. Participants will operate in collaborative teams, with group discussion and activity outcome sharing will be part of each content area. Thinking, innovating and challenging are integral parts of this workshop.



Assuming the role of a Trusted Advisor. It’s more than a deal manager.

  • Define behaviors and practices of an effective Trusted Advisor, one who builds strategic, C-Level relationships and enables the creation of shared value

Implementing and utilizing a metric-based customer scorecard

  • Share key metrics that influence success in relationship management and the value journey using a dashboard approach, i.e., measuring so we can improve together

Measuring & strengthening relationships

  • Present and establish methodology, process, practices and tools for mapping, measuring and strengthening relationships

Expanding share of wallet within a designated addressable market segment and building on/from a metric-based scorecard and voice-of-customer data

  • Demonstrate how to turn knowledge, relationships and metrics into mutually beneficial outcomes/monetized value – through a value journey


The Chapman Group partners with B2B sales and account management organizations to identify and solve relationship challenges resulting in greater loyalty and commitment, increased revenues, and higher margins for suppliers as well as our customers.

We Connect You to Your Customers. For over 30 years, The Chapman Group has been partnering with B2B sales and customer/account management organizations to identify and solve relationship challenges. We understand how to connect you to your customers through people, process, and tool optimization to drive the desired behaviors and outcomes – more collaborative, strategic relationships, and increased revenues/profits for both the supplier and customer.

We emphasize the importance of direct customer feedback to influence relationship management strategies. Our dedicated team of experts drive the most important element of “optimizing the customer relationship” – how to connect with and implement field-level action planning to create more loyal and committed customers.

Metrics are our thing. Our unique metric-based customer engagement methods, processes, and best practices integrate the art with the science of managing the customer relationship. This approach ensures your people are more knowledgeable, efficient, effective and collaborative with their customers, thus enabling your organization to grow at a more accelerated rate.

Relationships matter. Our customers think of us not only as a solution provider, but also as a thought leader, a business partner, and as their “go-to” resource for relationship management expertise and guidance. Our people are our greatest asset, all of whom are committed to your organization’s success.

Faculty: Dennis J Chapman Sr., Founder and CEO, The Chapman Group