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SAM Competencies & Skills

Certification Overview

SAMA's CSAM (Certified Strategic Account Manager) Program establishes a professional standard of individual capabilities to successfully perform the role and responsibilities of a strategic account manager (SAM).

The job of a SAM is to develop and sustain a long-term strategic customer relationship for mutual growth, profitability, trust, loyalty, innovation and risk management. The SAM must leverage the Company’s enterprise resources and capabilities in creating and fulfilling value-based solutions to meet the Customer’s and Company’s current requirements and expectations as well as future potential.

While variations exist across different businesses and industries for SAM role requirements, an essential set of core competencies and their related knowledge, skills and behaviors have been shown in a majority of companies to be essential for strategic customer leadership.

This Certification Program guides each participant through a journey curated specifically to build the competencies for the SAM to excel in their role. Program highlights include:

  • Initial SAMA Competency Assessment
  • Coaching questionnaire
  • World-class technology to support the journey
  • 9 days of training
    • CORE 0 - SAM Playbook: Foundational Skills for Driving Superior Customer Results (2days)
    • CORE 1 - Co-Discovery and Strategic Account Planning (2days)
    • CORE 2 - Value Co-Creation and Monetization
    • CORE 3 - Account Leadership – Redefining Account Management in Today’s Market Place
    • CORE 4 - Managing the Customer Relationship and Value Journey
    • Elective
    • Elective
  • Course coaching guidelines and criteria to support midterm coaching session
  • Closing SAMA Competency Assessment
  • Certification board review

Upon successful completion of SAMA’s Certification Program, the Certified Strategic Account Manager (CSAM) designation will be awarded.

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