Key Accounts Certificate Program

Today's quickly evolving electric industry requires key accounts front-line employees to have specific skills, technical knowledge and training. By earning their Key Public Power Account Executive (KPPAE) designation, key accounts representatives will be able to successfully recruit and retain a critical utility customer base.

Key accounts personnel who complete the three APPA key accounts courses, pass an online exam, and successfully file a business plan and a customer marketing plan within two years of attending their first course in the certificate program curriculum will earn a certificate that recognizes them as a Key Public Power Account Executive (KPPAE). Those who wish to maintain their designation will need to complete additional APPA-approved training every two years.

This program is designed for individuals employed as key account rep­resentatives and those who manage a utility’s key accounts program.

To earn this certificate, participants must complete the following requirements within two years:

1. Complete the four required courses

Participants who can demonstrate advanced knowledge of the utility industry, through work experience or coursework, may opt-out of this course. Contact for more information.

2. Pass an online exam

3. Submit a key accounts business plan and customer marketing plan


After completing the required coursework, participants must:

1. Pass an online exam

  • The online exam, made up of 100 multiple choice questions, will as­sess the participant’s comprehension of the four required courses.
  • Participants can take the exam at their convenience, after finishing the coursework requirement,
  • An individual must score at least a 75% to pass the exam. Partici­pants have two opportunities to pass the test, thereafter there will be a $50 fee assessed to retake the exam.

2. Submit a key accounts business plan and a customer marketing plan

  • The business plan must demonstrate how the participant’s utility plans to address the needs of the entire key accounts customer segment.
  • The customer marketing plan must demonstrate how the needs of an individual key account will be met and will include a customer profile.
  • An individual must earn at least a 70% on each plan, in order to pass. Participants will receive guidelines that outline what is ex­pected in each plan.


Participants must complete the program requirements within two years of attending their last course in the certificate program curriculum.


Wallace Barron has 40 years of experience in the electric energy industry. He is president of the Atlanta-based consulting firm, Barron & Associates Corporate Solutions, LLC, which serves the energy industry in the areas of management consulting, strategic planning, marketing, customer service, key accounts and competitive issues. He previously worked as the vice president of marketing, customer service & distribution technology at Florida Power Corp. in St. Petersburg, Fla. His responsibilities have included key accounts, competitive marketing, market research, customer service, economic development, demand-side management, load management, load research and distribution engineering. Wallace has also served as an expert witness on many of these topics.


APPA Members
Early Registration Date - $2,100
Late Registration Date - $2,350

Early Registration Date - $3,100
Late Registration Date - $3,350

The enrollment fee includes the four courses, cost of study material, exam grading and review of the business and customer marketing plans.

How Can I Participate?

Attend an APPA Education Institute
The Key Accounts Certificate Program classes are held once a year, in conjunction with one of our seasonal education institutes (winter, spring or fall), and they provide a great opportunity to network with industry peers from across the nation.

2015 Schedule
The next offering will be in conjunction with our Fall Education Institute.

Oct. 5-9, 2015
Savannah, Ga.

Let Us Come To You!
We can bring our courses to your location at any time—a convenient and cost-effective option for groups of eight or more. This format also allows you to customize course content to address the specific goals that are important to your organization.

Pool Your Resources
Partner with neighboring public power utilities, state and regional associations, or joint action agencies to bring the training to your area. This is a great way to share costs and to secure a location that is within driving distance (ideal for utilities facing strict travel guidelines or joint action agencies looking to add services to their members).

For more information, contact Heidi Lambert at 202/467-2921 or

Those who wish to maintain their designation must complete 20 hours of additional approved continuing education training (not limited to APPA offerings) every two years.

APPA will accept hours earned through participation in conferences and live or online courses that participants have attended or instruct­ed. Candidates should submit via email ( the following information for each event by Dec. 31 in the year that their 20 hours are due:

  • Sponsoring organization
  • Name of the event
  • Where it was held
  • Dates it took place
  • Number of contact hours

Contact Heidi Lambert, APPA’s Education Manager, at 202/467-2921 or