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2017 SAMA Excellence Award Winner: Nalco Water - Implementation of a successful value negotiation plan and execution

The winning business case entry for a 2017 SAMA Excellence Award for the category: Implementation of a successful value negotiation plan and execution.
In 2016 Nalco Water won a global, multi-year contract with Microsoft for all of Microsoft’s 100+ data centers globally. Ecolab has been a strategic partner with Microsoft, using Microsoft’s cloud-based expertise to capture real-time data in support of Nalco Water’s customers’ growing water management needs. At the same time, Microsoft’s data centers are facing increased pressure and heightened scrutiny globally to demonstrate that they are operating with greater efficiency in their usage of water.
The Nalco Water Corporate Account Manager was able to effectively leverage Ecolab’s global value discovery process in order uncover key business drivers for Microsoft and to align our offering with the needs of Microsoft’s data centers. The co-created digital platforms for water management were core to the offering, enabling Microsoft to directly benefit from the platforms it co-created with Nalco Water. The resulting impact to Microsoft’s operation was over $4.3 million in reduced annual operating costs, achieved through reduced water and energy footprints, increased asset protection and improved water safety.

Author(s): Nalco Water, an Ecolab Company

Publication Date: 4/13/2017

Resource Type: White paper/article

Subject Tags: Knowledge Management;Mature SAM Programs;Partnering Process / Strategic Alliances;SAM Program Case Studies;Technology - CRM, SFA & Communication Tools

Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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2017 SAMA Excellence Award Winner: Adobe - Outstanding SAM Program Leadership for Young Programs

The winning entry for a 2017 SAMA Excellence Award in the category, Outstanding SAM Program Leadership for Young Programs.
From 2013 through 2016, Adobe introduced, tested, proved and scaled a successful Strategic Accounts Marketing (SAM) program. This required sweeping change involving a complete enterprise-wide effort, beginning with a vision and leadership at the highest levels of the organization. The program set new goals and new metrics for measuring and rewarding success, implemented cross-departmental cooperation, provided internal and external education, and innovated processes and practices.

SAM Program achievements:

  • Solutions per Customer 2013 – 2015 20% increase
  • Customer Satisfaction Improvement 2013 -- 2015 20% increase
  • Share of Wallet 2013 - 2015 30% increase
  • Percentage of Top 20 Adobe Deals 2015 (Deal Size) 80%
  • Retention / Renewal Rates 2015 90%
  • Revenue Growth from 2013 -- 2015 1400%
  • Retention and renewal rates average 90%

    This SAM program is being benchmarked and scaled across Adobe, laying a foundation that will benefit Adobe colleagues and customers on a global basis for years to come. This SAM program is being benchmarked and scaled across Adobe, laying a foundation that will benefit Adobe colleagues and customers on a global basis for years to come.

    Author(s): Adobe

    Publication Date: 4/13/2017

    Resource Type: White paper/article

    Subject Tags: Partnering Process / Strategic Alliances

    Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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  • 2017 SAMA Excellence Award Honorable Mention: 3M - Outstanding SAM Program Leadership for mature programs ( 5+ years)

    In an effort to expand relevance with customers and presence in the marketplace in the new digital age, 3M leadership initiated a major cultural shift since the appointment of the new CEO, Mr. Inge Thulin. Under the umbrella of business transformation, 3M invested in revamping the 3M Strategic Account Management Program with a focus on three key enablers.

    1. People: The right mindset and the right skillset for the right role
    2. Process: Common process. Language and tools
    3. Technology: Digitating business intelligence, planning and engagement

    Author(s): 3M

    Publication Date: 4/12/2017

    Resource Type: White paper/article

    Subject Tags: Mature SAM Programs;SAM Program Case Studies

    Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    Systematic approach to successful negotiations: How to find out what the other side really wants

    This webinar requires extensive participant interaction, as it includes conducting a live real-time negotiation. SNI's systematic approach to negotiations is made up of three Ps: Prepare, Probe and Propose. This webinar serves as an introduction to the "3Ps" and specifically digs into the second "P," Probing. Following the webinar, participants will take away a habit and tool to ask better questions in order to get beyond the other side's position and onto their needs and interests. Ultimately, this will allow participants to increase the likelihood of coming up with solutions that maximize their share while satisfying the other side.

    Author(s): Jeff Cochran, Principal/Master Facilitator, Shapiro Negotiations Institute

    Publication Date: 4/6/2017

    Resource Type: Webinar

    Subject Tags:

    Price: Non-Member - $169.00 | Individual Member - $99.00 | Corporate Member - $0.00

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    SAMA Guide to Key Performance Indicators (KPIs) of a Strategic Account Manager

    A short SAMA guide to the KPIs and performance metrics used in practice for the job of a Strategic Account Manager. Includes examples and list of links to relevant resources.

    Author(s): SAMA

    Publication Date: 3/16/2017

    Resource Type: White paper/article

    Subject Tags: Metrics - Program / Account

    Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    Engage, win and grow! Driving success for you and your customers in 2017

    Steve Andersen and Craig Jones of Performance Methods, Inc. (PMI) co-hosted this session based on their new book, "Beyond the sales process: 12 proven strategies for a customer-driven world." Joined by special guest Guy Bizzoco, associate director of customer-centricity at Merck, this webinar addresses how industry leaders are deploying strategic account planning and management to drive mutual success with strategic and key customers. See examples of how top-performing SAMs and KAMs stay ahead of the competition by effectively engaging their customers before, during and after the sale, and how they are proactively "planning to win" and "planning to grow" with their customers in 2017.

    Author(s): Steve Andersen, President and Founder, Performance Methods, Inc.; Craig Jones, Managing Partner, Performance Methods, Inc.; Guy Bizzoco, Associate Director, Merck

    Publication Date: 2/15/2017

    Resource Type: Webinar

    Subject Tags:

    Price: Non-Member - $169.00 | Individual Member - $99.00 | Corporate Member - $0.00

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    Building Trust Between Two Organizations

    A short guide to building trust between two organizations, combining the insights and wisdom of B2B best practices, expert approaches and SAMA research.

    Author(s): SAMA

    Publication Date: 2/3/2017

    Resource Type: White paper/article

    Subject Tags:

    Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    Velocity Issue 1, 2017

    Author(s): SAMA

    Publication Date: 1/31/2017

    Resource Type: Velocity magazine

    Subject Tags:

    Price: Non-Member - $25.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    Editor's Corner

    Author(s): Gloria Naurocki, Associate Editor, SAMA

    Publication Date: 1/31/2017

    Resource Type: Velocity magazine

    Subject Tags: General Business Issues

    Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    Quick Takes: 10 Principles of Customer Strategy, Three Ways to Beat Industry Disrupters at their Own Game, How Acting Like a Politician Can Help You Win More Clients

    Author(s): Editor

    Publication Date: 1/31/2017

    Resource Type: Velocity magazine

    Subject Tags: General Business Issues

    Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    Data Watch: Harnessing Outsourcing for Greater Innovation

    Author(s): Deloitte

    Publication Date: 1/31/2017

    Resource Type: Velocity magazine

    Subject Tags: General Business Issues

    Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    Transitioning to SAM at Outotec: An interview with Pertti Korhonen

    The then-president and CEO of a major supplier to the mining and metals industry discusses this organization's transition to a SAM program, the role of SAMs and long-term career opportunities available to SAMs.

    Author(s): Harvey Dunham, Managing Director, Business Development, SAMA

    Publication Date: 1/31/2017

    Resource Type: Velocity magazine

    Subject Tags: SAM 101 - The Basics for Starting a SAM Program

    Price: Non-Member - $10.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    Leading cultural change in SAM

    The authors describe their Excellence Award-winning journey from being a product-focused company to a customer-focused organization, the obstacles encountered, the role of executive support in overcoming these and the business results achieved.

    Author(s): Valerie Butt, Global Head of Customer, Distribution and Ron Davis, EVP - Global Customer Management, Zurich Commercial Insurance

    Publication Date: 1/31/2017

    Resource Type: Velocity magazine

    Subject Tags: Mature SAM Programs;SAM Program Case Studies

    Price: Non-Member - $10.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    Elevating value creation in the digital economy

    The authors discuss how digitalization is changing business models and processes and how SAMs and their organizations need to adapt.

    Author(s): Volkhard Bregulla, VP Manufacturing Industry and IoT, Hewlett Packard Enterprises and Hajo Rapp, SVP Siemens One Customer, Siemens

    Publication Date: 1/31/2017

    Resource Type: Velocity magazine

    Subject Tags: Technology - CRM, SFA & Communication Tools;Value Creation / Innovation

    Price: Non-Member - $10.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    Evolving C-suite dynamics

    C-suite roles are evolving and new roles are emerging. To remain relevant when dealing with the C-suite, SAMS must expand their comfort zone.

    Author(s): Jacques Sciammas, President and Reinhard Bockstette, Senior Executive, Selling to Executives; and Patrick Dancourt, European Procurement Director, Steelcase PLC

    Publication Date: 1/31/2017

    Resource Type: Velocity magazine

    Subject Tags: Executive Suite Issues

    Price: Non-Member - $10.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    From the bottom up: Building a global accounts program at a family-owned pharmaceutical solutions provider

    This article provides an example of a successful bottom-up SAM initiative in a family-owned pharmaceutical solutions provider company.

    Author(s): Nicolas Zimmerman, Editor-in-Chief, SAMA

    Publication Date: 1/31/2017

    Resource Type: Velocity magazine

    Subject Tags: Global Account Programs

    Price: Non-Member - $10.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    Targeting your value proposition for the relevant executive

    Because the real buyer may be found outside the C-suite, this author tells how to identify the relevant executives and develop a corresponding value proposition based upon three components of value.

    Author(s): By Stephen J. Bistritz, Ed.D., Sales author, lecturer and Founder, SellXL

    Publication Date: 1/31/2017

    Resource Type: Velocity magazine

    Subject Tags: Skills & Competencies

    Price: Non-Member - $10.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    Book review: Value First, Then Price

    SAMA's president and CEO provides a review of Value First Then Price, a compilation of real-world case studies from global industry experts and insights into organizational capabilities and best practices for value quantification in industrial markets, plus tools for value quantification.

    Author(s): Bernard Quancard, President & CEO, SAMA

    Publication Date: 1/31/2017

    Resource Type: Velocity magazine

    Subject Tags: Value Creation / Innovation

    Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    Leveraging Your SAMA Corporate Membership

    On January 25, 2017, SAMA held a short webinar on how to navigate your corporate membership. Topics covered include, SAMA and our community, what resources are available to you, how to access your online member portal and webinars, who are the SAMA Membership staff and how to contact us. This webinar also includes a listing of the 2017 events and trainings.

    Author(s): SAMA Membership

    Publication Date: 1/25/2017

    Resource Type: Webinar

    Subject Tags: Other

    Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    Leveraging Your SAMA Corporate Membership

    On January 25, 2017, SAMA held a short webinar on how to navigate your corporate membership. Topics covered include, SAMA and our community, what resources are available to you, how to access your online member portal and webinars, who are the SAMA Membership staff and how to contact us. This webinar also includes a listing of the 2017 events and trainings.

    Author(s): SAMA Membership

    Publication Date: 1/25/2017

    Resource Type: Presentation handout

    Subject Tags: Other

    Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    Leveraging Your SAMA Individual Membership

    On January 25, 2017, SAMA held a short webinar on how to navigate individual membership. Topics covered include, SAMA and our community, what resources are available to you, how to access your online member portal , who are the SAMA Membership staff and how to contact us. This webinar also includes a listing of the 2017 events and trainings.

    Author(s): SAMA Membership

    Publication Date: 1/25/2017

    Resource Type: Presentation handout

    Subject Tags: Other

    Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    Value First Then Price - Quantifying Value in Business to Business Markets from both a buyer and sellers perspective

    Strategic Account Managers are at the forefront of their organizations of price realization. Value selling and Value-based pricing, pricing a product according to its value to the customer rather than its cost to produce is the most effective and profitable pricing strategy. Buyers need to evaluate the monetary benefits of a product against the price of its competitors. Sellers justify their price points through documenting the value of a product, emphasizing its superiority against competitors and therefore justifying the premium price. This webinar proposes a quantitative methodology to value pricing that has been road-tested through a wide variety of real-life industrial cases. Todd Snelgrove and Andreas Hinterhuber will present a best practice overview of how leading companies quantify and document value to customers. In doing so, they will provide strategic account managers with the best practices they need to quantify the value of their products to demanding, hard-nosed industrial purchasers.

    Author(s): Todd Snelgrove, Global Value Merchant, Former Global Vice President of Value - SKF; Andreas Hinterhuber, Partner, Hinterhuber & Partners

    Publication Date: 1/19/2017

    Resource Type: Webinar

    Subject Tags:

    Price: Non-Member - $169.00 | Individual Member - $99.00 | Corporate Member - $0.00

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    The Digitalization Drive: Elevating Strategic Account Management

    This SAMA research report explains how digitalization is changing the very logic and practice of strategic account management (SAM) . Digitalization has a profound impact on strategy and business practice across all industries. The increased connectivity provided by digital technologies is creating new forms of collaboration opportunities in ever expanding ecosystems, new ways to monitor and manage the installed asset base, and new channel configurations with new tools to connect and influence decision making and product usage. These changes shake many of the foundations that strategic account management (SAM) is built upon. Fundamental to understanding how SAM and SAM programs should adapt is the realization that changes in SAM practices are driven not only by the emergence of new digital technologies, but rather by the modifications in strategy and business models that digitalization drives. Consequently, SAM programs need to be elevated into an even more strategic role: driving the digitally enabled strategic transformation of both firms and customers. To take on this role SAM needs to be transformed from Strategic Account Management to Strategic Ecosystem Leadership.

    Author(s): Kaj Storbacka, Professor, Markets & Strategy, at University of Auckland Business School, Graduate School of Management, and Elisabeth Cornell, Research General Manager, SAMA

    Publication Date: 1/6/2017

    Resource Type: Research

    Subject Tags: Technology - CRM, SFA & Communication Tools

    Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    Defining Strategic Account Management

    See this snapshot defining what is strategic account management, what is a SAM program and what is a strategic account manager. Included are schematics for SAMA's Key Enablers of SAM Organizations, the Strategic Account Management Process and the Strategic Account Manager Competency Model.

    Author(s): SAMA

    Publication Date: 12/22/2016

    Resource Type: Presentation handout

    Subject Tags:

    Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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    How Top Companies Drive Value with Strategic Accounts

    What do the top sales and account management organizations do to drive higher revenue, account growth and major opportunity wins? In this session Mike Schultz and Dave Shaby will share key insights from their new "Top-Performing Sales Organization" and "Top Performance in Strategic Account Management" research reports. You'll learn the surprising results of how companies with different priorities to increase account growth achieve significantly different results. They'll discuss the key components of what the top-performing organizations do differently than the rest and how you can improve to get the best results.

    Author(s): Dave Shaby, SVP of Corporate Marketing, Bright Horizons Family Solutions; Mike Schultz, President, RAIN Group

    Publication Date: 12/9/2016

    Resource Type: Webinar

    Subject Tags:

    Price: Non-Member - $169.00 | Individual Member - $99.00 | Corporate Member - $0.00

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