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About the Program:
Developing Leaders for the Customer-Centric Firm

Leading global firms view customers as assets and invest in developing those who manage them. The GCP transforms high-potential account managers into true global business leaders, equipping them with the tools to drive growth, profitability and competitive differentiation with key customers.

The GCP’s world-class faculty and cutting edge curriculum is unprecedented and unparalleled. The collaborative learning model utilizes C-level executives from leading global firms and innovative subject experts who, together, represent a variety of business approaches offered in compelling, interactive sessions. The emphasis is on practical application of key concepts, focusing on participants specific work challenges en route to mastering the increasingly complex role of the global customer manager.

Participants will return to their firms better able to: Bring solutions that enable customers to grow, differentiate and compete; influence customers’ business strategies while also securing mutual profitable growth; and manage the trade off between short-term revenue results and long-term investments in value creation.

Key Benefits:

  • Understand the critical success factors for focusing on global customers as a firm’s most important asset.
  • Acquire skills for driving revenue, growth and profitability with strategic customers.
  • Learn to uncover and translate potential problems into mutually beneficial opportunities.
  • Develop new perspectives for building the customer-centric firm of the future including strategy, governance and change.
  • Build commitment within the organization by applying new concepts and tools.
  • Apply lessons learned in a comprehensive Value Creation Project that delivers a tangible ROI to both their customers and their sponsoring firm.

Program Sessions:
Four modules (rotating between St. Gallen and Columbia) consist of a balanced set of insightful lectures, action learning workshops, case studies, group discussions, reflection sessions and individual coaching and consultation with GCP faculty.

Each module forms a cornerstone of the comprehensive picture that participants will obtain through their focused on-campus sessions:

  • Understanding the global business environment.
  • Creating, delivering and measuring value.
  • Linking customer management to shareholder value.
  • Mastering the global account manager role.
  • Leading the transformation to customer-centricity.
  • Making GAM work by integrating knowledge and lessons.

Faculty Director(s):
Noel Capon

Noel Capon
R.C. Kopf Professor of International Marketing

Christoph Senn Christoph Senn
Adjunct Professor of Marketing

Participant Profile:

This program would benefit participants who represent a diverse, international community of sales professionals charged with direct customer responsibilities. Typical titles include but are not limited to: Global Account Manager / Strategic Account Manager / Corporate Account Manager / International Key Account Manager / Key Account Manager / Client Executive / Global Relationship Manager / Sales Director. To be considered for the program, candidates must have been recommended by their sponsoring company. Further application requirements include: Direct responsibility for at least one global customer relationship; Minimum five years of international business experience; Strong proficiency in written and spoken English.


Participants are provided reading material and study questions prior to the program. Moreover, to ensure the program’s maximum effectiveness, participants are challenged to identify a specific customer-centric leadership problem their sponsoring organization is experiencing to serve as the basis for a value-creation project.

Hear from Past Participants:

"First class tutoring and carefully selected subjects bring new insights to experienced Global Account managers (GAMs) as well as newcomers in this challenging field. What�?�¢??s more, the network of GAMs from different industries provides a healthy reality check as well as fresh ideas for handling daily challenges."

—Marja-Liisa Turtiainen, Global Customer Manager, DHL

"I highly recommend program to organizations that are looking to expand their business globally. This program provides a clear roadmap for starting or improving a GAM program. It also provides great insight with respect to the challenges and opportunities of operating in a global market. Furthermore, the participants work on a Value Creation Project during the entire program, which will help them implement several aspects of a GAM program specific to their organization."

—Marc Lemieux, VP Sales, Alcan Packaging

"Within times of great crisis and massive change there has always been untold opportunities, astounding wealth creation potential, and the crying need for leadership. Those companies/individuals with the business, strategic and relationship skill set to lead in this environment are best equipped to capture market share, loyalty and profit. I am very glad that I took the program and highly recommend it to those that believe in the future..."

—William Hortz, Sr. Relationship Manager / Director Training Strategic, Accounts, Oppenheimer Funds

"The program is a valuable tool to any executive that is responsible for managing relationships with large global customers. The program touches on a wide range of elements that are key to increasing customer intimacy and orchestrating internal resources. Time well spent."

—Mark Heil, Global Account Manager, Cisco

"The program enhanced my day-to-day negotiations with customers, peers and superiors. It also maximized the effectiveness across cultures within my company and helped me understand and improve the cross team interaction. By engaging in planned and purposeful communication of the global strategy for my Global Account, we could create a unified response and ensure that the business unit is listening to the voice of the client."

—Rajib Majumder, Pole Strategic Manager, Honeywell

Apply Now

Choose Session:

Module I
Feb. 08-12, 2010 St. Gallen
Module II
Apr. 26-30, 2010 New York
Module III
Jun. 07-11, 2010 St. Gallen
Module IV
Sep. 13-17, 2010 New York

Columbia University Campus and University of St. Gallen Campus
New York City and Switzerland

Includes materials, breakfast, lunch and coffee breaks.
For team fees and multiyear corporate contracts, please contact Ms. Nicole Rosenkranz directly:

Location and tuition are subject to change