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Best Practices in National Account Development (On-Demand)

IFMA | International Foodservice Manufacturers Association | On-Demand Course

On-Demand Course Description

Acquiring, retaining, and growing large, National Account business in Foodservice is challenging but rewards a successful company with high case volumes and a loyal customer. Success comes with detailed planning and quality execution. Based on input from dozens of chain restaurants and foodservice manufacturers, this course arms you with the tools and processes to achieve both.

Attendees will be pushed to enhance their thinking around customer segmentation and joint business planning initiatives that will drive positive business results.

All course materials are available for download, including best practices templates aligning to each lesson that can be used internally and with customers to activate what you have learned.

Each lesson averages 35 minutes in length and includes a short multiple-choice assessment to ensure you retained the most valuable information from that lesson. The total time for the course is 2 hours and 20 minutes. At the end of the course, each attendee will receive a personal certificate of completion.
Who should attend?
  • National Account Sales
  • National Account Marketing
Learning Objectives

In this course, you will learn proven best practices broken into four lessons:

  • Lesson 1: Account Segmentation – Assess and scorecard customers to determine which are (and could be) most valuable to your organization.
  • Lesson 2: Customer Planning – Approach and template for developing customer plans – situation assessment, objectives, initiatives and tactics.
  • Lesson 3: Operator Collaboration Model Evaluate and align with customers on the type of relationship you would like to have.
  • Lesson 4: Joint Business Planning – Strategy, process and worksheets to collaboratively develop and execute plans with key customers.
Presenters / Speakers
Art Bell

Kinetic 12 Consulting

Art is a partner with Kinetic12. He brings more than 20 years of experience in consulting, client service, and manufacturer marketing & sales and is one of the leaders of establishing best practices in collaborative planning within the Foodservice industry. Art consults with both B2B and B2C clients in areas such as customer & channel analytics, competitive analysis & assessment, growth opportunity identification, route-to-market strategy, category management, and pricing & trade spend strategy. Prior to co-founding Kinetic12, Art was a partner at The Partnering Group. Earlier in his career, Art held various marketing and pricing/trade strategy roles at Sara Lee Foodservice and was a consultant at Deloitte Consulting. Art has an MBA from the University of Michigan and received a BS in Commerce from the University of Virginia. Art is a registered Certified Public Accountant in Illinois.

Tim Hand

Kinetic 12 Consulting

Tim is a partner at Kinetic12. He has more than 25 years of experience in marketing and strategy. He has expertise in strategic planning, customer planning, market research, innovation and foodservice. For the last 12 years Tim has consulted and led engagements with a variety of B2B and B2C clients to tackle a broad range of strategy, portfolio, innovation and research challenges – from developing business strategies, to assessing growth opportunities and optimizing go-to-market strategies. His experience crosses multiple channels including Foodservice, Retail, C-store, Club and Vending. Tim worked at Kraft Foods for 17 years across several categories and brands. He managed the Canadian Kraft Foodservice business and was also head of strategy and business development for the $2B North American Foodservice division. Tim has an MBA from McMaster University in Ontario, and a Bachelor of Commerce degree in marketing.

IFMA Member Cost: $395
Non-IFMA Members: Contact Sandra Sierra ( for pricing and registration.

For all other questions, contact Charlie McConnell (