SAMA Academy

SAMAULogo

SAMA Academy is comprised of eight intensive workshops dedicated to expanding your knowledge and capabilities in strategic account management. The workshops are offered individually or in combination with others and focus on core strategic account management skill–building. Topics include: critical skills for account managers, creating and quantifying value for the C-suite, strategic account planning, leading a multifunctional team, strategic negotiations, customer-centric presentation skills, and engaging and managing the overall customer relationship.

SAMAULogo

SAMA Academy Courses

100 Level

101: Critical Skills for Strategic Account Managers

Faculty: Revenue Storm

This course provides an introduction to the critical skills and competencies of a strategic account manager and the mindset for business, sales and financial management that differentiates a SAM from a traditional salesperson.

101: Critical Skills for Strategic Account Managers

Recommended Audience: Foundational
Certification Credits Available: Yes

Being an account manager is not just a "glorified" sales job. Performing the intricacies of managing a strategic account is a balanced blend of business management, sales management, and financial management competencies. This workshop is for account managers who want to raise their overall level of account management competency in order to protect and grow wallet share.
Course Requirements: Pre-work will be required, using a proprietary tool that captures how a strategic account manager spends his or her time executing the account strategy. Each individual will work on a live account or opportunity of his or her own choosing. During the workshop, account managers will apply the proven processes, methods and tools taught throughout the class to the account managers' own situations. Each individual will compare his or her work to best-in-class benchmark data from high-performing strategic account managers.

Topics Covered:
  • How to increase account team productivity while providing measurable customer value
  • Choosing a go-to-market strategy for a particular account
  • Supporting revenue goals with accurate, verifiable, customer-driven data
  • Establishing a value proposition vis-à-vis your competitors
  • Understanding buying cycles, market issues and business challenges to find opportunity
  • Influencing politically powerful people on the customer side and cultivating strong relationships with them
  • Assessing the strengths and weaknesses of key relationships

102: Buyer’s Perspective: Create, Communicate and Quantify Value for CxO Impact

Faculty: Corporate Visions

This course provides a unique point of view from the other side of the desk - where your customer sits. This session shares a buyer’s perspective on how investment decisions are made. You’ll gain strategies for engaging executive-level buyers and effectively positioning the business value of your solution.

102: Buyer’s Perspective: Create, Communicate and Quantify Value for CxO Impact

Recommended Audience: Foundational
Certification Credits Available: Yes

Led by a seasoned executive who has spent a career on the other side of the desk – where your customer sits – this session shares a buyer's perspective on how investment decisions are made. You'll gain strategies for engaging executive-level buyers and effectively positioning the business value of your solution.
Course Requirements: Willingness to participate in role-playing exercises.

Learn how to:
  • Find and interpret account information to identify areas of greatest impact
  • Translate financial data and trends to identify selling opportunities
  • Align your business value with your account's prioritized initiatives
  • Quantify your value using financial metrics meaningful to your account

103: Keys to Effective Strategic Account Planning

Faculty: Performance Methods, Inc.

Strategic account managers will discover the keys to effective strategic account planning through proven best practices and, using an active account, build a customer-focused account plan during this high-energy, interactive workshop.

103: Keys to Effective Strategic Account Planning

Recommended Audience: Foundational, Advanced
Certification Credits Available: Yes

How can you equip yourself with the strategic account management skills and tools required to be most effective in today's challenging business environment? What innovative SAM best practices can enable your account planning efforts to be more customer-focused? Why should your strategic customer care about your account plan? Answer these questions and more in this high-energy workshop in which we discover the keys to effective strategic account planning. You will select one of your strategic customers and build an account plan during class that is based on proven, contemporary SAM best practices, skills and tools. If your company has an existing account planning tool, you can use what you learn in this workshop to inform and enhance your current planning process, not replace it. Exercises will include participant debriefs and group discussion around innovative SAM concepts and principles.
Course Requirements: None

Topics Covered:
  • How to increase account team productivity while providing measurable customer value
  • How to apply the key components of an actionable, value-focused strategic account plan to one of your most important customers
  • How to harmonize short-term revenue and long-term relationship goals through a realistic and pragmatic account planning approach
  • How to focus your account planning process on what your customer values most
  • How to assess and strengthen your relationships with strategic customers
  • How to align customer and supplier business objectives through collaboration
  • How proactive coaching can help drive SAM adoption
  • How to benchmark your current account plan and planning process against industry standards

104: Leading & Managing a Multifunctional Team

Faculty: Mercuri International

This course develops strategic account managers in the essential skills for leading and managing multifunctional, and sometimes geographically remote, teams. Interactive exercises cover team leadership, influencing without authority, trust and communication, culture and coaching. Attendees will apply the relevant insights to a personal Account Team Plan.

104: Leading & Managing a Multifunctional Team

Recommended Audience: Foundational
Certification Credits Available: Yes

This course develops account managers in the essential skills for leading and managing multifunctional and sometimes geographically remote, teams. The course covers team leadership, interpersonal skills and cultural knowledge and sensitivity. Attendees will work in teams using a case study, exercises and role play, and cover key team processes including the account planning process, team building, relationship process, influence without authority and coaching. Following each learning segment, attendees will input their own Account Team Plan to identify the relevance and application of the learning to future action items with their own account and account team.
Course Requirements: None

Topics Covered:
  • Building team vision and identity
  • Alignment of account and team goals
  • Business and national/regional culture and impact in teams
  • Leading the team without direct authority
  • Working with the network
  • Managing the key processes
  • Coaching and development in the team

105: Creating Joint Solutions with Strategic Customers

Faculty: The Summit Group

Value is created by delivering relevant, differentiating solutions that impact what the customer cares most about. This interactive workshop equips strategic account managers with a proven approach and tools to create collaborative, joint solutions – with the customer – that maximize business impact, increase loyalty and accelerate sustainable, profitable growth.

105: Creating Joint Solutions with Strategic Customers

Recommended Audience: Foundational
Certification Credits Available: Yes

Value is created by delivering relevant, differentiating solutions that impact what the customer cares most about. This interactive workshop equips strategic account managers with a proven approach and tools to create joint solutions – with the customer - that maximize business impact, increase loyalty and accelerate sustainable profitable growth.
Course Requirements: None

Topics Covered:
  • "Next-level practices" - what the best do differently
  • Developing a strategy and framework to collaboratively engage customers in creating joint solutions
  • Deepening customer value chain insights to prioritize needs, drivers and opportunities
  • Co-developing relevant, differentiating solutions that leverage enterprise capabilities beyond core products and service
  • Communicating compelling joint value propositions and business cases
  • How to implement a pragmatic, replicable approach to creating joint solutions that ensures competitive immunity, increases relevance and accelerates mutual growth
  • A structured approach to complex business negotiation
  • How to integrate this common language and process within your strategic account organization and account team

106: Using Presentations to Drive Customer Engagement

Faculty: IMPAX Corp.

The presentation elements of the buy/sell cycle are critical to the success of strategic account relationships. To be effective the SAM has to make business presentations at all levels of the customer’s organization and at different stages of the selling and relationship management cycles. The challenge of balancing effective presentation content with professional, compelling delivery is often a deal breaker. Attendees learn how to successfully compete in a variety of business-to-business presentation situations while differentiating their company and its offering from the competition.

106: Using Presentations to Drive Customer Engagement

Recommended Audience: Foundational, Advanced, Program Design
Certification Credits Available: Yes

The presentation element of the buy/sell cycle is critical to the success of strategic account relationships. To be effective you have to make business presentations at all levels of your customer's organization and at different stages of the selling and relationship management cycles. The challenge of balancing effective presentation content with professional, compelling delivery is often a deal-breaker. This workshop addresses and elevates the skills required to successfully compete in a variety of business-to-business presentation situations, while differentiating your company and its offering from that of your competition.
Course Requirements: None

Topics Covered:
  • How to create competitive advantage by leveraging presentations at different points in the sales cycle
  • How to develop a customer-focused sales and relationship management presentation
  • How to rehearse presentations to maximize impact
  • How to deliver compelling presentations that differentiate you from the competition
  • How to utilize internal presentations to gain commitment and consensus

107: Strategic Negotiation: Changing the Conversation from Price to Solutions

Faculty: Think! Inc

The strategic account manager is uniquely positioned to undertake negotiations that will result in not just a good deal but a great deal. Using a current account, attendees will learn how to diagnose the underlying structure or “blueprint” of negotiation, manage highly complex negotiation, acquire power in negotiation and deal with irrational negotiation behaviors.

107: Strategic Negotiation: Changing the Conversation from Price to Solutions

Recommended Audience: Foundational, Advanced
Certification Credits Available: Yes

The strategic account manager is uniquely positioned to undertake negotiations that will result in not just a good deal but a great deal. In this session you will bring an account negotiation with you and learn how to diagnose the underlying structure or "blueprint" of a negotiation so you can consistently start turning in great deals. This course shows strategic account managers how to use their relationships, access to information, teams and analytical abilities to forge blockbuster deals with customers.
Course Requirements: Bring an account negotiation with you that we will work on and apply concepts to during the session.

Topics Covered:
  • How to audit and improve your personal negotiation skills for:
    • Determining and acquiring power in high-level, complex negotiations
    • Developing strategies for dealing with irrational competitive offers
    • Finding ways to create measurable business value by taking pressure off price
    • Developing effective ways to negotiate solutions vs. price
  • A structured approach to complex business negotiation
  • How to integrate this common language and process within your strategic account organization and account team

108: Soaring Customer Expectations: New techniques for Driving Trust, Delivering Value *same content, updated title

Faculty: Walker

Customer demands are sky high and climbing. The pressure is on SAMs to meet these seemingly unrealistic expectations and existing techniques are quickly becoming obsolete. This workshop will spotlight new tools and techniques for understanding the customer viewpoint, mobilizing resources, putting the right customer data to use, anticipating trouble, and unveiling new opportunities. This session will help SAMs apply new methods to operate more strategically, build more trust, and deliver more value.

108: Soaring Customer Expectations: New techniques for Driving Trust, Delivering Value

Recommended Audience: Foundational, Advanced
Certification Credits Available: Yes

Customer demands are sky high and climbing. The pressure is on strategic account managers to meet these seemingly unrealistic expectations and existing techniques are quickly becoming obsolete. This workshop will focus on new methods to thoroughly understand your customer, mobilize the right resources, leverage the right customer data, anticipate issues or problems, and unveil new opportunities. This highly interactive session goes beyond simple management strategies. Instead it recognizes today’s new realities and provides practical, innovative methods to operate more strategically, build more trust, and deliver more value to customers.
Previous completions of Becoming customer intelligent: Driving trust and value for strategic accounts will be honored.
Course Requirements: None

Topics Covered:
  • The future customer – intimidating new research on rising customer expectations
  • Customer mapping to identify experiences that can make or break the business
  • Unveiling blind spots that can open doors and create opportunities
  • Identifying, predicting, and salvaging at-risk relationships
  • Leveraging customer data to stay one step ahead
  • Building a customer scorecard to monitor progress and make better decisions
  • Garnering resources to be the ultimate advocate for the customer
  • Conducting effective business reviews to align strategies and build trust

SAM Foundational Course*

Faculty: SAMA and Valkre

All SAMA Certification candidates start with this 2-day course to absorb the full scope of the work of a strategic account manager, and the progression of engagement both internally and with the customer. Candidates will work with case examples to understand job workflow and the specific competencies needed to perform each area of objectives, including: Co-Discovery, Fit and Planning; Co-creation, Monetization and Negotiation; and, Value Tracking and Delivery.

SAM Foundational Course


This is the base course for Strategic Account Manager Certification and sets the stage for the rest of the curriculum. The session’s design is to provide a SAM, over the course of 2 days, the foundational knowledge and tools necessary to start doing their job immediately consistent with the best-in-class workflow defined by SAMA. SAMs and their leaders should expect to come out of this course with a clear understanding and plan to execute the work of a SAM. The course uses a case based approach to learning. Modern SAM enabling tools will be introduced and used to facilitate the course to ensure a heavy focus on how the work is done rather than conceptual theory. At this session’s beginning and conclusion an assessment will be completed for each candidate to help identify desired/needed areas of further skill development. In addition to SAM’s, this course is particularly relevant for those who support SAM’s including SAM Managers and Operations to ensure the SAM role and its workflow is understood and supported within an organization.

Topics Covered:
  • Module 1: SAM Competencies, Skills, and Tools. During this session, the SAM journey of work and competencies required will be defined. A case will be covered that translates the entire journey into a real-life story. Modern SAM enabling tools will be introduced that will be used to facilitate the course to ensure a heavy focus on how the work is done rather than on conceptual theory.
    The breakout in this session will focus on having participants reflect on the SAMA Competencies and Workflow together with the Case and evaluate their needs for skill development throughout their SAMA experience. These skill gaps will be used as a focal point of improvement thru the entire SAMA Training Curriculum.
  • Module 2: Co-Discovery, Fit and Planning: The focus of this module is to get participants to think strategically about their accounts. Each participant should walk away with a clear path to having strategic customer conversations that lead to value creation ideas:
    • About the Customer: Thinking strategically about the customer’s business situation
    • Value Story: Develop the content a SAM would use to have conversations with customers that leads to what customers value today and their ideas for where value creation efforts should be targeted
    • Feedback: How to get feedback from customers on their value creation ideas
    The breakout work in this session will focus on the Value Story. This is the key piece of work to enable SAMs to convert from tactical conversation to value creation at the executive level.
  • Module 3: Co-Creation, Value Monetization and Negotiation: The focal point of this module is to take customer value creation ideas and build business cases around them to get internal and customer approval:
    • Review the top customer feedback ideas for value creation then monetize, prioritize and decide on which ideas to work on
    • Develop planned outcomes to customer and the internal organization
    • Build the projects required to execute the ideas and review with the customer and internal organization to ensure alignment
    The breakout work in this session will focus heavily on the quantitative outcomes to customer elements of the business case.
  • Module 4: Value Tracking and Delivery: The focal point of this module is to get into a rhythm of execution internally and with customers to complete and track value creation project outcomes.
    • Develop an approach to tracking quantified customer outcomes
    • Establish value creation project scorecards that are used in the operating rhythm of the internal and customer organization
    • Establish internal and customer accountability for executing value creation projects
    The breakout work in this session will focus heavily on building a Quantitative Outcome tracker that can be used internally and with customers

Value Co-Discovery and Strategic Account Planning*

Faculty: Performance Methods Inc. (PMI)

This high-energy workshop challenges you to discard certain outdated notions of strategic account planning and embrace a rigorously collaborative process to systematically plan and drive customer-specific value creation for top performance. Learn the “how-to” using your own strategic customer and drawing from real world best practices.

Value Co-Discovery and Strategic Account Planning


How can effective co-discovery between you, your account team and your customer put your account planning efforts on an accelerated trajectory to be successful? How do top performing account managers harness the power of value creation, internal and external alignment and authentic customer relationships to drive greater collaboration and develop higher-impact account plans? How can you equip yourself with proven strategic account management (SAM) best practices to drive mutual growth and value creation with your most strategic customers? How can you implement an account planning process that will enable you and your customer to engage, win and grow together? These questions and more will be answered in this high-energy workshop in which participants “try-on” contemporary SAM concepts and best practices proven within the SAMA community. Participants will select a strategic customer and “must-win” opportunity as part of their pre-work before the session, and then apply workshop learnings to this customer and opportunity, ensuring takeaways that can be put to use immediately. Whether your organization has adopted a specific account plan format or not, workshop exercises, group discussions and debriefs will provide takeaways in the form of SAM concepts, skills, tools and best practices that can be applied to the specific challenges facing you and your team today

Topics Covered:
  • Initiate the account planning process by understanding the current state of performance and relationship between the participant’s own organization and the customer.
  • Engage effectively with customer team members to determine what matters most to them, co-discovering customer external pressures and drivers, business objectives and plans, internal challenges and obstacles, as well as their criteria for measurable success.
  • Leverage historical value creation with the customer (past proven value) and relevant data to gain momentum and direction for co-discovery, alignment of growth objectives and future value creation.
  • Develop and execute co-discovery strategies and activities that will enable the participant and the customer to explore possibilities for mutual value creation and co-creation, and visualize mutual success together through elevated levels of collaboration.
  • Understand the customer’s organization and business landscape for the purpose of aligning and mapping key customer stakeholders, sponsors and supporters with the members of the participant’s account team for effective engagement and collaboration.
  • Develop and validate new opportunities that result from the participant’s discovery and co-discovery activities with the customer, thus bringing the organizations into closer alignment around shared objectives, priorities and new areas for value creation/co-creation.
  • Effectively communicate opportunities for value creation and co-creation, both internally and externally with the customer, ensuring that short and long-term priorities are kept in proper balance and that both parties recognize the potential for mutual growth.
  • Facilitate collaboration between the participant’s and customer’s teams resulting in the development and implementation of realistic strategies to grow customer relationships.
  • Build, update and deploy the strategic account plan as a management tool for:
    • Customer value creation, co-creation and realization
    • Effective alignment (both internal with colleagues and cross-functional team members, and externally with the customer’s team)
    • Expansion of the customer relationship (including development of customer sponsors and supporters)
    • Mutual growth for both organizations.

Value Co-Creation and Monetization*

Faculty: Summit Group

This workshop applies “what the best do differently” to equip you with a practical framework for engaging your customer and internal team in joint value creation and the monetization of mutual value. Developing this capability will differentiate how you engage, elevate your conversations and accelerate solutions that drive sustainable and profitable growth.

Value Co-Creation and Monetization


Higher-order value is created when companies collaborate to develop relevant, differentiating solutions that impact what the customer, and customer’s customer care most about. This “core” SAM program equips strategic account managers with leading practices, a proven, pragmatic “operating system” and tools to co-create value with the customer - that differentiates how you engage, elevates relationships, and accelerates mutual, sustainable, profitable growth.

Topics Covered:
Through sharing "next-level practices”, insights into what the best do differently”, and account-centric application of the co-creation framework, principles and tools, attendees rapidly:
  1. Develop a co-creation strategy and apply a pragmatic framework to collaboratively engage relevant stakeholders in creating joint value
  2. Deepen customer, and value chain insights to understand business drivers, validate needs, and uncover opportunities
  3. Align with key stakeholders (Internal and customer), and prioritize “Big Fit” opportunities - where you and the customer can collaborate to create the greatest mutual value
  4. Co-develop relevant, differentiating solutions that leverage enterprise capabilities, beyond core products and services
  5. Quantify and communicate compelling value propositions - creating relevant, quantified, value stories in the customer's currency, and a “board ready” business case, that quantifies the “ripple effect” through the eco-system
  6. Develop a roadmap that accelerates execution and organization-wide change – to move the business forward faster towards a shared vision, goals and outcomes.
In summary, this program is a high impact, pragmatic immersion that enables a replicable, distinguishing approach to co-create and monetize value.

Account Leadership – Redefining Account Management in Today’s Market Place*

Revenue Storm

Changing the way you think about your role, both with the customer and inside your firm, is now an imperative—IF you want to be able to compete against the new standards of playing on this elevated field. This workshop will give you the insight and tools to rebrand your personal leadership and take strategic actions to accomplish your goals.

Account Leadership – Redefining Account Management in Today’s Market Place


Four Emerging Macro Trends converging on top of the Strategic Account Management profession are compelling the redefinition of the traditional role of a Strategic Account Manager. No longer will it be plausible just to build and maintain good relationships with the key people. The elevated route to success in this newly redefined role has just risen to astronomical customer expectation heights eclipsing the relationship management practices of yesterday’s Account Manager; and many SAMs are not ready to compete against the new standards of playing on this elevated game field. The Account Leadership Session is designed to inform you as to what it will take for you to be successful in the immediate future and how to prepare for new battle intensity for Wallet‐Share in strategic accounts. The program will focus on Account Leadership best practices in the Morning and Internal Leadership best practices in the Afternoon.

Topics Covered:
The new requirements for Account Leadership
  • How to avoid committing political suicide while achieving competitive superiority through political Alignment in your Account
  • Learning if you are better wired for Account Management verses Account Leadership and what to do about it/li>
  • How to rebrand yourself as an Accountrepreneuer™ for achieving dramatic growth rates in an account and earn Wallet-Share
Aligning the power of your own company internally squarely behind the power of your account team externally
  • Uncovering current internal cross-functional miss-alignment gaps that are creating organizational drag™ (OD) against your ability to grow your Account
  • Clarifying your Account strategy, and effectively communicating it to your organization
  • Installing a Cross-Functional process for supporting the goals for your account
  • Establishing organizational co-ownership for Revenue Acceleration in your account
  • Understanding and advancing your account strategy and Leading managers and employees in the behaviors that are typically the most essential for your account’s strategy execution and success

Managing the Customer Relationship and Value Journey*

Faculty: Dennis J Chapman Sr., Founder and CEO, The Chapman Group

Using metrics to manage your customer-supplier relationship and performance is a core part of the strategic account management process. In this workshop, you will experience methods, practices and tools, and work in teams to understand both sides of a metric-based scorecard—your path to a stronger, expanding partnership.

Managing the Customer Relationship and Value Journey


Participate in an exciting, informative, interactive metric-oriented workshop. During this session participants will take a journey into the future; or is it now? They will experience methods, practices and tools that will optimize relationships with their strategic customers. Participants will experience both sides of the relationship; the strategic customer as well as the strategic supplier. Participants will operate in collaborative teams; group discussion and activity outcome sharing will be part of each content area. Thinking, innovating and challenging are integral parts of this workshop.

Topics Covered:
  1. How to assume the role of a Trusted Advisor - more than a deal manager
    • Define behaviors and practices of an effective Trusted Advisor; one who Builds strategic C-Level Relationships and enables the creation of shared value
  2. How to implement and utilize a metric-based customer scorecard
    • Share key metrics that Influence success in Relationship Management and the Value Journey; a Dashboard Approach – Measuring so we can improve together
  3. Learn how to measure & strengthen relationships
    • Present and establish methodology, process, practices and tools for mapping, measuring and strengthening Relationships
  4. How to expand share of wallet within a designated addressable market segment and build on / from a metric-based scorecard and Voice of Customer data
    • Demonstrate how to turn knowledge, relationships and metrics into mutually beneficial outcomes / monetized value – through a value journey


*Not intended for CSAM candidates enrolled in the 101-108 curriculum

200 Level

201: Leading & Coaching Your SAM’s Performance

Faculty: The Summit Group

This workshop is designed specifically for any manager with responsibility to lead and coach strategic, key or global account managers as well as strategic selling executives. Understand the proper context for SAM performance coaching in alignment with SAMA's SAM process and competency model, and incorporate a proven coaching framework to reinforce the mindset, behaviors, skills and tools that lead to targeted business results.

201: Leading & Coaching Your SAM’s Performance

Recommended Audience: Managers of strategic, key or global account managers; SAM organization leaders who lead and coach SAMs/GAMs
Level: Intermediate/Advanced
Continuing Education Certification Credits: Yes

Leading companies implementing and embedding SAM performance coaching are experiencing a step-change in sales results, SAM skill development and sustained business impact. This hands-on session includes application to real-life challenges and opportunities, and is designed to equip you, the Leader of SAMs, to
Course Requirements: None

Topics covered:
  • Understand what the best SAM coaches do differently
  • Sharpen your skills as a high-performing SAM coach
  • Profile of high performance coaches – what the best do differently
  • Understand pragmatic, transformational leadership skill set and tools to envision, align, engage, mobilize and hold your SAM managers / leaders accountable to deliver results
  • Learn, and apply a proven framework to engage collaboratively in coaching conversations that elevate, accelerate, and sustain performance – throughout the SAM account management / value selling process

202: Use Emotional Intelligence to Connect with Your Customer, Lead Your Team, and Align with Your Organization

Faculty: Bo Golovan, MBA, ACPEC; Principal, Strategic Solutions Associates and Jessica Worny Janicki, MBA, PCC; Owner, JWJ Consulting, LLC

Discover your unique set of EI and leadership strengths, and how to leverage them to become a successful SAM. Learn how to connect with your customers and colleagues at a deeper level, and through this co-create value by strengthening relationships and increasing loyalty, to improve your strategic thinking by drawing on your social-emotional reasoning.

202: Use Emotional Intelligence to Connect with Your Customer, Lead Your Team, and Align with Your Organization

Recommended Audience: SAMs, SAM Managers, SAM Program Leaders
Level: Advanced
Continuing Education Certification Credits: Yes

SAMs and SAM managers are unique amongst client-facing professionals: they must harness the power of EI to generate superior results. Recent research shows that emotional intelligence (EI) predicts about 67% of leadership performance. EI skills also establish a common foundation for leading globally and across different cultures.

Discover your unique set of EI and leadership strengths, and how to leverage them to become a successful SAM. Learn how to connect with your customers and colleagues at a deeper level, and through this co-create value by strengthening relationships and increasing loyalty, to improve your strategic thinking by drawing on your social-emotional reasoning.

This interactive session will utilize large and small group discussion, participant teaching, video examples, and individual feedback to: create concrete steps to employ EI skills in the Strategic Account Management process, learn an EI competency framework, understand individual EI strengths and areas for development, identify key EI competencies to master, review EI best practices for SAM, and create an action plan for further EI development. Participants must: take the EQi 2.0 assessment by October 12, complete an on-line participant expectation survey, and prepare an example of a challenging work relationship from the present or past. All pre-work will be sent in a timely manner.

Course Requirements: None

Topics covered:
  • Understand how EI impacts leadership and SAM’s performance and success
  • Learn a framework for breaking EI down into measurable competencies
  • Receive your individualized EI-Leadership report with customized feedback and recommendations
  • Identify your 3 top EI strengths and 3 areas of development for SAM success
  • Identify potential EI-Leadership derailers and develop containment strategies
  • Discuss best practice examples for using EI throughout the Strategic Account Management process
  • Establish your personal EI action plan
  • Schedule your individual follow-up coaching appointment with an EI executive coaching expert

203: Designing an Impactful and Sustainable SAM Program

Faculty: Michael Stevens, The Simplexity Group and SAMA Corporate Members

Why do many SAM programs have such a short lifespan? Why aren’t the returns on this resource investment more recognized and supported by senior management? If you are considering a new approach to a few strategic customers, just launching a new regional or global SAM program, or seeking to drive your existing program to the next level of execution, growth and sustainability, this session will provide you with effective high-level strategic customer engagement execution concepts as well as practical best practices and applicable tools for immediate use. Your current thinking and approach will be challenged, and you’ll discover new insights for serious program customization consideration.

203: Designing an Impactful and Sustainable SAM Program

Recommended Audience: SAM Program Heads; Head of Global Markets; Head of Business Unit; Vice President of Sales; Regional Sales Manager; Chief Sales Officer
Level: Foundational; Program Design
Continuing Education Certification Credits: Yes

Why do many SAM programs have such a short lifespan? Why aren’t the returns on this resource investment more recognized and supported by senior management? If you are considering a new approach to a few strategic customers, just launching a new regional or global SAM program, or seeking to drive your existing program to the next level of execution, growth and sustainability, this session will provide you with effective high-level strategic customer engagement execution concepts as well as practical best practices and applicable tools for immediate use. Your current thinking and approach will be challenged, and you’ll discover new insights for serious program customization consideration.

Course Requirements: None

Topics covered:
  • Design to execution
  • Discovery to sustainability
  • Four customizable program phases
  • Balanced relationship tiers
  • Four strategic customer engagement approach levels

204. Utilize data and the latest technology to model and quantify value co-creation

Faculty: Francis Gouillart, CEO and Founding Partner, Experience Co-Creation Partnership

Increasingly, B2B customers demand that their suppliers demonstrate the benefits enabled by their products and services. Vague descriptions of conceptual value are no longer sufficient, requiring that account teams develop data-driven models of how suppliers drive favorable outcomes inside their customers’ operations.

204. Utilize data and the latest technology to model and quantify value co-creation

Recommended Audience: SAM;KAM/GAM; Managers of strategic, key or global account managers
Level: Intermediate/Advanced
Continuing Education Certification Credits: CSAM Alumni

Increasingly, B2B customers demand that their suppliers demonstrate the benefits enabled by their products and services. Vague descriptions of conceptual value are no longer sufficient, requiring that account teams develop data-driven models of how suppliers drive favorable outcomes inside their customers’ operations. From simple Excel computations to live dashboards utilizing the latest technologies of the Internet of Things and Machine to Machine dialog, SAMs are challenged by customers to use the power of data to sell. This requires that they become data organizers, and that they develop a new partnership with analytically-minded colleagues and customer team members.

Utilizing a process called “the cycle of value co-creation”, this workshop will show how SAMs at companies such as Xerox, John Deere, SKF and DHL utilize data to articulate the value they create for their customers. Participants in the workshop will have an opportunity to apply the value co-creation process to their own companies in two applied breakout sessions. Participants in the workshop will also receive a copy of the new book co-authored by Francis Gouillart and Bernard Quancard, entitled Harnessing Big Data to Transform Sales and Procurement for Business Innovation (Palgrave-McMillan, July 2016).

Course Requirements: None

205: Value co-creation and pricing - best practices for profiting from value via customer collaboration

Faculty: Hinterhuber & Partners

Increasingly, B2B buyers request a business case to justify spend. The natural implication for B2B sellers is that capabilities in value quantification are mandatory in order to develop profitable customer relationships. In this workshop Andreas Hinterhuber will provide two complementary perspectives on value quantification, highlighting best practice examples, processes and capabilities in value quantification of B2B companies around the world.

205: Value co-creation and pricing - best practices for profiting from value via customer collaboration

Certification Credits Available: Yes

Increasingly, B2B buyers request a business case to justify spend. The natural implication for B2B sellers is that capabilities in value quantification are mandatory in order to develop profitable customer relationships. In this workshop Andreas Hinterhuber will provide two complementary perspectives on value quantification, highlighting best practice examples, processes and capabilities in value quantification of B2B companies around the world.

Course Requirements: None

Key benefits for attendees:
  • insights into the organizational transformation towards excellence in value quantification
  • best practice examples on quantified value propositions and value calculators of leading B2B companies globally
  • insights on capabilities and personality traits of SAMs that excel in value quantification
  • finally: as a result of implementing key learnings of this workshops participants will be able to withstand B2B purchasing manager price pressure and realize higher price levels and higher contract closure rates

206: Managing Enterprise Relationship Capital Management: Super powers for SAMs

Faculty: Perfluence

At the SAM level as well as on a broader scale, the relationship capital of an organization is now regarded as a fundamental asset. Many companies are expanding from managing an “account” to managing an “ecosystem” that includes their own company and customers, suppliers, and customers’ customers. This workshop will show how new approaches like RIIM (Relationship Intelligence and Influence Management), methods and behaviors can solve the pitfalls one encounters in managing the company’s relationship capital, and become the engine of account management expansion. Attendees will work in teams using a case study, exercises and role play and learn how to characterize different types and levels of relationships to really understand the ecosystem complexity, in order to win more deals, and develop a sustainable relationship environment surrounding their account.

206: Managing Enterprise Relationship Capital Management: Super powers for SAMs

Certification Credits Available: Yes

At the SAM level as well as on a broader scale, the relationship capital of an organization is now regarded as a fundamental asset. Many companies are expanding from managing an “account” to managing an “ecosystem” that includes their own company and customers, suppliers, and customers’ customers. This workshop will show how new approaches like RIIM (Relationship Intelligence and Influence Management), methods and behaviors can solve the pitfalls one encounters in managing the company’s relationship capital, and become the engine of account management expansion. Attendees will work in teams using a case study, exercises and role play and learn how to characterize different types and levels of relationships to really understand the ecosystem complexity, in order to win more deals, and develop a sustainable relationship environment surrounding their account.
Course Requirements: None

Topics covered:
  • Fundamentals of proactive relationship management
  • A systemic approach for efficient influence networking
  • Navigating the relationship network within an customer ecosystem.
  • A healthy relationship capital strategy and how to measure progress
  • The value of your relationship capital and how to calculate it

207: Managing your internal account: Enabling alignment and collaboration within your company

Faculty: Vantage Partners

Account managers frequently report that building internal alignment is harder than getting buy-in from customers. But being responsive and delivering breakthrough value to strategic accounts requires an ability to harness capabilities and resources across the enterprise. During this highly interactive and application-based session, we will share several practical frameworks and tools for influence and internal alignment.

207: Managing your internal account: Enabling alignment and collaboration within your company

Recommended Audience: SAM;KAM/GAM; Managers of strategic, key or global account managers
Level: Intermediate/Advanced
Continuing Education Certification Credits: CSAM Alumni

Account managers frequently report that building internal alignment is harder than getting buy-in from customers. But being responsive and delivering breakthrough value to strategic accounts requires an ability to harness capabilities and resources across the enterprise. During this highly interactive and application-based session, we will share several practical frameworks and tools for influence and internal alignment.

Course Requirements: None

Join us and enhance your ability to:
  • Develop and implement effective influence strategies
  • Avoid common influence traps that even the most experienced of us often fall into
  • Build multiparty alignment and buy-in – across business units and with internal business partners like Finance, Legal and R&D
  • Transform disagreement and conflict into an engine of creative thinking and innovation
  • Optimize account management strategies and sell complex solutions
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SAMA Academy workshops are part of the required curriculum for SAMA's Certified Strategic Account Manager (CSAM) Program which establishes a professional standard of individual capabilities to successfully perform the role and responsibilities of a strategic account manager (SAM). for more information on CSAM please visit the program website or contact the CSAM Management Team at, certification@strategicaccounts.org.

SAMA Academy Calendar

Click below to download a PDF of the 2017 SAMA Academy Calendar

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SAMA Academy Singapore
June 20-22, 2017
TUE WED THUR
June 20 June 21 June 22
101: Critical Skills for Strategic Account Managers 104: Leading & Managing a Multifunctional Team
103: Keys to Effective Strategic Account Planning
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SAMA Academy Miami
July 18-20, 2017
TUE WED THU
July 18 July 19 July 20
101: Critical skills for strategic account managers 107. Strategic negotiation: Changing the conversation from price to solutions
102. Buyer’s perspective: Create, communicate and quantify value for CxO impact
103. Keys to effective strategic account planning
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SAMA Academy San Diego
August 22-24, 2017
TUE WED THU
August 22 August 23 August 24
105. Creating joint solutions with strategic customers 106. Using presentations to drive customer engagement 108. Soaring customer expectations: New tools to build trust, deliver value
SAM Foundational Course Account Leadership ? Redefining Account Management in Today's Market Place
Value Co-Discovery and Strategic Account Planning  
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SAMA Academy Amsterdam
12-14 September, 2017
TUE WED THU
September 12 September 13 September 14
102. Buyer’s perspective: Create, communicate and quantify value for CxO impact 107. Strategic negotiation: Changing the conversation from price to solutions
106. Using presentations to drive customer engagement 104. Leading & managing a multifunctional team
SAM Foundational Course Account Leadership - Redefining Account Management in Today's Market Place
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SAMA Academy Chicago
October 24-26, 2017
TUE WED THU
October 24 October 25 October 26
101. Critical skills for strategic account managers 104. Leading & managing a multifunctional team
102. Buyer’s perspective: Create, communicate and quantify value for CxO impact 108. Soaring customer expectations: New tools to build trust, deliver value
105. Creating joint solutions with strategic customers 106. Using presentations to drive customer engagement
107. Strategic negotiation: Changing the conversation from price to solutions
SAM Foundational Course Value Co-Creation and Monetization
Value Co-Discovery and Strategic Account Planning Account Leadership – Redefining Account Management in Today’s Market Place
Managing the Customer Relationship and Value Journey

Pricing

North & South America (USD)

Fees:

 1-Day

 2-Day

 3-Day

Corporate Member $895 $1690 $2385
Individual Member $945 $1790 $2535
Non-Member $1095 $2090 $2985

Fee must be paid at time of registration in U.S. dollars ONLY.



EMEA (Euros)

Fees:

 1-Day

 2-Day

 3-Day

Corporate Member 845€ 1,590€ 2,235€
Individual Member 895€ 1,690€ 2,385€
Non-Member 1,045€ 1,990€ 2,835€

Fee must be paid at time of registration in Euros ONLY.



Asia-Pacific (USD)

Fees:

 1-Day

 2-Day

 3-Day

Corporate Member $895 $1690 $2385
Individual Member $945 $1790 $2535
Non-Member $1095 $2090 $2985

Fee must be paid at time of registration in U.S. dollars ONLY.



To ensure the quality of the experience for all participants, the number of representatives from a single company in SAMA Academy workshops will be restricted. This ensures that the "open enrollment" sessions will have a wide variety of companies and insights, providing a more robust and interactive experience for all. The capacity by company will vary depending on the style of the workshop. SAMA will strive to ensure that representatives from one company in any given session do not exceed 1/2 of the maximum number of attendees

Companies interested in enrolling larger groups in a single session are encouraged to contact Frankie Cusimano to coordinate in–house workshops for your company. Private SAMA Academy workshops may be scheduled at your corporate location during a time of your choosing.

 

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