SAMA University / SAMA Academy

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SAMA University (U.S.) & Academy (Outside-US) are 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.

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SAMA University / 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: Managing the Overall Customer Relationship and Business Outcomes

Faculty: The Chapman Group

A strategic account manager is responsible for preserving and growing the total customer relationship. This course employs hands-on activities to cover the major areas of account performance that the SAM must successfully drive—from relationship management and leading the customer engagement process to driving internal coordination and productivity to ensure customer satisfaction and loyalty.

108: Managing the Overall Customer Relationship and Business Outcomes

Recommended Audience: Foundational, Advanced
Certification Credits Available: Yes

Strategic account managers are the relationship managers between company and customer, accountable to both in achieving and, in some cases, exceeding expected business outcomes. As the overall corporate customer manager, the SAM builds and sustains individual relationships, develops the joint customer-supplier scorecard, drives the account team performance against a defined metric-based dashboard, delivers the internal/external business reviews and monitors overall customer satisfaction and loyalty metrics. This highly interactive workshop, complete with field-based application activities and recommended follow-on collaboration with their appropriate leader, will assist SAMs in developing the right skill set and operating plan to manage the overall corporate relationship, maintain process discipline to drive results and deliver to expectations and joint metrics for success.
Course Requirements: None

Topics Covered:
  • Mastering the What, the How and the When of the SAM relationship management, engagement and review processes
  • The metrics-based dashboard and tracking progress
  • Gaining clarity on internal and external expectations for the overall relationship management process
  • Personal accountability and responsibility for business outcomes

200 Level

201: Leveraging and Understanding of SRM to Drive Genuine Collaboration with Procurement

Presenter: Jonathan Hughes, Vantage Partners

Sourcing and procurement organizations continue to increase their influence within the enterprise. This is generally viewed as a problem by the SAM community, and there is a growing body of advice about how to work around procurement. Yet the adoption of Supplier Relationship Management (SRM) programs and principles by supply management organizations companies is creating a window of opportunity for SAMs to transform adversarial relationships with procurement groups into mutually beneficial partnerships.

201: Leveraging and Understanding of SRM to Drive Genuine Collaboration with Procurement

Recommended Audience: SAM Program leaders, senior sales executives, and strategic account managers – especially those working with accounts that have an active and empowered Procurement function
Level: Advanced
Certification Credits Available: Yes(Continuing Education Only)

Sourcing and procurement organizations continue to increase their influence within the enterprise. This is generally viewed as a problem by the SAM community, and there is a growing body of advice about how to work around procurement. Yet the adoption of Supplier Relationship Management (SRM) programs and principles by supply management organizations companies is creating a window of opportunity for SAMs to transform adversarial relationships with procurement groups into mutually beneficial partnerships. While sourcing and procurement organizations vary widely in their maturity and sophistication, many are evolving beyond a traditional focus on tactical cost reduction, and genuinely seek to facilitate collaboration with suppliers focused on TCO (Total Cost of Ownership), competitive differentiation, and joint innovation. Today’s SAMs need practical ways to profile their procurement counterparts, and to develop appropriate strategies for working with them as constructively as possible – while also managing the risks posed by adversarial procurement practices. This workshop will use real-life case studies to enable SAMs to better understand procurement, and to illustrate proven ways to go beyond a “work-around” strategy.
Course Requirements: None

Key Learning Points:
  • Getting into the shoes of Sourcing and Procurement counterparts: what are the priorities, incentives, and constraints that drive them
  • How to employ a practical framework to profile the maturity and openness to collaboration of procurement organizations and individual counterparts
  • How procurement groups really think about competitive versus collaborative ways of working with suppliers
  • Metrics that matter: How to measure and communicate value in a language that Procurement understands
  • What is SRM, and how do SRM principles and practices map to those of Strategic Account Management
  • How and why to integrate your SAM program with a customer’s SRM program
  • How to effectively demonstrate the value of SRM to procurement organizations that have not yet started the SRM journey

202: Turbo-charging the SAM Process Through Co-creation

Presenters: Bernard Quancard, SAMA, Francis Gouillart, Experience Co-Creation Partnership

Many SAMA members have pointed out that their ability to sell is increasingly conditioned by their ability to orchestrate a problem-solving process at the intersection of their company and the customer. The problems SAMs are asked to tackle are more and more complex. Building on the six steps of the SAM process developed by SAMA, we will show how large B2B companies co-create with their customers at each step. Drawing on examples from best-in-class companies such as Schneider Electric, John Deere, Xerox, and Becton Dickinson.

202: Turbo-charging the SAM Process Through Co-creation

Level: Foundational & Advanced
Certification Credits Available: Yes(Continuing Education Only)

Many SAMA members have pointed out that their ability to sell is increasingly conditioned by their ability to orchestrate a problem-solving process at the intersection of their company and the customer. The problems SAMs are asked to tackle are more and more complex. Their resolution requires involving larger and larger networks of people on both the supplier and the customer side. Data platforms are increasingly linking the two companies, allowing new interactions between members of the network, and documentation of the value created through this data is now the most effective value proposition for the SAM. As a result, SAMs have to develop a lot of new skills and need to become masters at a new relationship process we call “value co-creation”. In this workshop, you will discover how the best SAMs eliminate competition by engaging their customers in this process of co-creation. Co-creation is the art of organizing innovative, value-generating, data-driven interactions(allowing the effective use of technology such as social media and business analytics) between supplier and customer.
Course Requirements: None

Building on the six steps of the SAM process developed by SAMA, we will show how large B2B companies co-create with their customers at each step. Drawing on examples from best-in-class companies such as Schneider Electric, John Deere, Xerox, and Becton Dickinson, you will learn to:
  • Co-discover new sources of value with your customers
  • Identify which value to co-create with your customers
  • Mobilize and align the multi-functional team on both sides of the co-creation agenda
  • Negotiate and close contracts
  • Track the value your organization generates for customers
  • Continually expand the value you create for your customers

203: Presenting Value to Your Customer: Procurement Can Pay For It and Your Company Can Profit From It!

Presenter: Todd Snelgrove, SKF

How does an organization get paid for value created? This question has been asked by every premium player in every market of the world. Since the financial benefits of value creation and pricing are well known, why is it that so many companies do not achieve the results they want after they have done the work to create something that is of value? For those that do invest and create customer value, it is time to do the work to capture that value!

203: Presenting Value to Your Customer: Procurement Can Pay For It and Your Company Can Profit From It!

Recommended Audience: SAM Program leaders, senior sales executives and sales directors/managers
Level: Advanced
Certification Credits Available: Yes(Continuing Education Only)

How does an organization get paid for value created? This question has been asked by every premium player in every market of the world. Since the financial benefits of value creation and pricing are well known, why is it that so many companies do not achieve the results they want after they have done the work to create something that is of value? For those that do invest and create customer value, it is time to do the work to capture that value! The companies that are best in class in value selling realize a 60 percent higher customer retention rate, 17.9 percent difference in year over year growth in company gross profits, and larger deal sizes. So why is it that so many companies still take a market share or cost driven strategy versus value based pricing? Companies who have a good value based pricing strategy are 30 percent more profitable than ones that have weak execution on value pricing, and are 35 percent better off than those that follow a cost or share driven strategy. In this compelling seminar, Todd Snelgrove will draw from his many years of industry experience at SKF and other companies and explain how value capturing can be managed in practice.
Course Requirements: None

Key Learning Points:
  • The benefits of value selling
  • How to use value quantification in the sales process
  • Calculating value
  • How to determine what your value proposition is
  • Pricing for value created
  • Communicating value to procurement/buyer?
  • Working with the buyer who refuses to recognize value
  • The major pitfalls that will trip you up in the value selling journey

204: How and when to form a Strategic Alliance Partnership

Presenters: LaVon Koerner, Revenue Storm, Mike Leonetti, ASAP

Most SAM’s could strengthen their presence in their Account and/or Marketplace immediately if they had strong Alliance Partners. But most SAMs have ill-founded fears or loss of control or loss of budget dollars. So, because of these fears, an Alliance Partnership is a “tactic of last resort” instead of a “tactic of first choice.”

204: How and when to form a Strategic Alliance Partnership

Level: Advanced
Certification Credits Available: Yes(Continuing Education Only)

Most SAM’s could strengthen their presence in their Account and/or Marketplace immediately if they had strong Alliance Partners. But most SAMs have ill-founded fears or loss of control or loss of budget dollars. So, because of these fears, an Alliance Partnership is a “tactic of last resort” instead of a “tactic of first choice.” But forming a relationship with “partner” that can withstand the test of time and the challenges of doing business within a common customer necessitates a common vision based on a six-point joint Value Proposition. Without which, the relationship becomes vulnerable to vision decay, just another “good idea” going bad.
Course Requirements: None

Key Learning Points:
  • How to “shop” for the right partner
  • How to establish a healthy Communication Strategy for sustaining a healthy relationship for the partnership
  • How to establish the basis for a partnership
  • How to qualify if you are philosophically aligned with your partner
  • How to create an unmatchable Value Proposition for your partnership
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SAMA University & 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 Director of Certification & Training, Brett Middendorf.

LocationsMap

SAMA University / SAMA Academy Calender

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SAMA Academy Zurich September 22-25, 2014
MON TUE WED THU
September 22 September 23 September 24 September 25
101: Critical Skills for Strategic Account Managers 106: Using Presentations to Drive Customer Engagement
104: Leading & Managing a Multifunctional Team 103: Keys to Effective Strategic Account Planning
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SAMA University Chicago October 20-23, 2014
MON TUE WED THU
October 20 October 21 October 22 October 23
101: Critical Skills for Strategic Account Managers 102: Buyer's Perspective: Create, Communicate and Quantify Value for CxO Impact
103: Keys to Effective Strategic Account Planning Session Full 104: Leading & Managing a Multifunctional Team 108: Managing the Overall Customer Relationship and Business Outcomes Session Full
201: Leveraging and Understanding of SRM to Drive Genuine Collaboration with Procurement 107: Strategic Negotiation: Changing the Conversation from Price to Solutions 106: Using Presentations to Drive Customer Engagement 105: Creating Joint Solutions with Strategic Customers
202: Turbo-charging the SAM Process Through Co-creation 203: Presenting Value to Your Customer: Procurement Can Pay For It and Your Company Can Profit From It! 204: How and when to form a Strategic Alliance Partnership
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SAMA University Miami February 9-12, 2015
MON TUE WED THU
February 9 February 10 February 11 February 12
103: Keys to Effective Strategic Account Planning 108: Managing the Overall Customer Relationship and Business Outcomes
104: Leading & Managing a Multifunctional Team
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PEC15 Berlin
March 16-19, 2015
MON TUE WED THU
March 16 March 17 March 18 March 19
101: Critical Skills for Strategic Account Managers 105: Creating Joint Solutions with Strategic Customers
107: Strategic Negotiation: Changing the Conversation from Price to Solutions 106: Using Presentations to Drive Customer Engagement 102: Buyer's Perspective: Create, Communicate and Quantify Value for CxO Impact
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SAMA Academy Hong Kong
April 14-17, 2015
TUE WED THU FRI
April 14 April 15 April 16 April 17
104: Leading & Managing a Multifunctional Team 105: Creating Joint Solutions with Strategic Customers
101: Critical Skills for Strategic Account Managers 103: Keys to Effective Strategic Account Planning
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51st Annual Conference San Diego
May 4-7, 2015
MON TUE WED THU
May 4 May 5 May 6 May 7
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 105: Creating Joint Solutions with Strategic Customers 107: Strategic Negotiation: Changing the Conversation from Price to Solutions
103: Keys to Effective Strategic Account Planning 106: Using Presentations to Drive Customer Engagement 108: Managing the Overall Customer Relationship and Business Outcomes
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SAMA University Philadelphia
June 15-17, 2015
MON TUE WED
June 15 June 16 June 17
101: Critical Skills for Strategic Account Managers 105: Creating Joint Solutions with Strategic Customers
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SAMA Academy Panama
July 14-16, 2015
TUE WED THU
July 14 July 15 July 16
101: Critical Skills for Strategic Account Managers 105: Creating Joint Solutions with Strategic Customers
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SAMA Academy Copenhagen
September 7-9, 2015
MON TUE WED THU
September 7 September 8 September 9 September 10
103: Keys to Effective Strategic Account Planning 104: Leading & Managing a Multifunctional Team 108: Managing the Overall Customer Relationship and Business Outcomes
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SAMA Academy Singapore
November 9-12, 2015
MON TUE WED THU
November 9 November 10 November 11 November 12
102: Buyer's Perspective: Create, Communicate and Quantify Value for CxO Impact 108: Managing the Overall Customer Relationship and Business Outcomes
106: Using Presentations to Drive Customer Engagement 107: Strategic Negotiation: Changing the Conversation from Price to Solutions
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SAMA University Chicago October 19-22, 2015*

*Courses will be available for registration starting October 27, 2014

MON TUE WED THU
October 19 October 20 October 21 October 22
101: Critical Skills for Strategic Account Managers 103: Keys to Effective Strategic Account Planning
102: Buyer's Perspective: Create, Communicate and Quantify Value for CxO Impact 105: Creating Joint Solutions with Strategic Customers 108: Managing the Overall Customer Relationship and Business Outcomes
107: Strategic Negotiation: Changing the Conversation from Price to Solutions 104: Leading & Managing a Multifunctional Team 106: Using Presentations to Drive Customer Engagement

Pricing

SAMA University (U.S.)

Fees:

 1-Day

 2-Day

 3-Day

 4-Day

Corporate Member $995 $1545 $2045 $2545
Individual Member $1145 $1695 $2345 $2995
Non-Member $1245 $1895 $2545 $3295

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


SAMA Academy (International)

Fees:

 1-Day

 2-Day

 3-Day

 4-Day

Corporate Member $1095 $1830 $2540 $3225
Individual Member $1255 $2095 $2910 $3490
Non-Member $1365 $2275 $3160 $3870

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

Register for SAMA University / SAMA Academy

Register or Log in to register for SAMA University / SAMA Academy.

To ensure the quality of the experience for all participants, the number of representatives from a single company in SAMA University & 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

Corporate members interested in enrolling larger groups in a single session are encouraged to contact Brett Middendorf to coordinate in–house workshops for your company. Private SAMA University & Academy workshops may be scheduled at your corporate location during a time of your choosing.

 

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