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: Becoming "Customer Intelligent" - Driving Trust and Value for Strategic Accounts

Faculty: Walker

Strategic account managers serve a vital role which demands a complete understanding of the customer to drive value while delivering profits for their own organization. To be effective they must thoroughly understand their customer's business issues and be able to mobilize the resources to meet and exceed customer expectations. They must be more than just "responsive." Rather, they must anticipate and even predict problems before they occur.

108: Becoming "Customer Intelligent" - Driving Trust and Value for Strategic Accounts

Recommended Audience: Foundational, Advanced
Certification Credits Available: Yes

Strategic account managers serve a vital role which demands a complete understanding of the customer to drive value while delivering profits for their own organization. To be effective they must thoroughly understand their customer's business issues and be able to mobilize the resources to meet and exceed customer expectations. They must be more than just "responsive." Rather, they must anticipate and even predict problems before they occur. What's more, they must proactively bring new ideas and innovative solutions that align with their customer's needs. This highly interactive session goes beyond simple management strategies to help SAMs become more intelligent about their customers - to better understand customer's goals, monitor progress, anticipate problems, identify opportunities, and collaborate for success.
Course Requirements: None

Topics Covered:
  • Gathering the right insights to anticipate customer needs and grow accounts
  • Mapping the customer "journey" to understand experiences from their perspective
  • Garnering the right resources to be the ultimate advocate for the customer
  • Building an effective scorecard with the right account metrics
  • Conducting effective business reviews to align strategies and build trust
  • Identifying, predicting, and salvaging at-risk relationships
  • Building a broad network of relationships within strategic accounts

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: A Practitioner's Guide for Building an Effective SAM Program

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

Building a SAM Program or launching a Strategic Customer Engagement initiative can be a long, arduous, even complex journey. Perhaps you are already into your Program and finding unforeseen obstacles to meeting your goals and expectations.

203: A Practitioner's Guide for Building an Effective 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

Building a SAM Program or launching a Strategic Customer Engagement initiative can be a long, arduous, even complex journey. Perhaps you are already into your Program and finding unforeseen obstacles to meeting your goals and expectations.

SAMA has a new, exciting, and extremely engaging opportunity for those considering a new Account Management Program, or those early on their designed path or even those that simply want to validate the crucial elements of success or hear potential new thoughts and ideas on industry best practices and lessons-learned.

This SAMA University session will be engagement-driven and will be totally focused on a “Practitioner’s” view on building an effective SAM Program. The Facilitator and Practitioners will even address the “What’s next?” topic of Program Sustainability.

This session will include current and former senior leaders of major and industry-recognized best-practice SAM Programs, including Zurich Insurance Group, Hilton Worldwide, 3M, Schneider Electric and surprise visits from other members of the SAMA Board of Directors to share their lessons-learned and ideas on effective SAM Program Sustainability.

Facilitation of this four-section workshop will be Michael Stevens, CEO of The Simplexity Group and formerly a Fortune 100 SAM Program executive and member of the SAMA Board of Directors for 8 years.

Course Requirements: None

Topics covered:
  • Transformation & Strategy (Changing our mindset and direction): Ron Davis, EVP Zurich Insurance Group, discusses Enterprise Strategy & Executive Commitment, and Strategic Customer Selection (an effective and customizable tool will be provided to attendees)
  • Operational Design & Empowerment (Developing an operational model and support structure): Geoff Williams, VP Global Accounts, Danfoss (and formerly with Schneider Electric’s SAM Program) focuses on Staffing, Talent Development, & Reporting Structure, and Customer Value Determination
  • Program Launch & Execution (Implementing an effective business model): Lisa Maggiore, VP Global Account Management, Hilton Worldwide shares best practices on Creating Mutual / Customer-Recognized Value, Management Systems & Discipline Cadence, and Executive Engagement
  • Program Sustainability, General Q&A, Next Steps: Michael Stevens, CEO, The Simplexity Group (formerly 3M SAM Program Practitioner), Other practitioners and SAMA Board Directors will join this session and highlight the importance of Program Sustainability, and Program ‘refresh’ or ‘reengineering’ considerations. At session conclusion, the attendees will have a critical vote in determining a free follow-up webinar and its topic based on the day’s discussion and ‘What’s next?” needs.
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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.

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SAMA University / SAMA Academy Calender

Click below to download a PDF of the 2016 SAMA University / SAMA Academy Calender

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SAMA University Ft. Lauderdale   
February 2-4, 2016

SAMA University 2016 (Fort Lauderdale) Hotel Information

BAHIA MAR FORT LAUDERDALE BEACH – A DOUBLETREE BY HILTON
801 Seabreeze Boulevard Fort Lauderdale, FL 33316

SAMA Rate $229 + Tax
Please click here to reserve a room SAMA / Bahia Mar Hotel Reservation Link

The Cut-off for reservations is January 19, 2016. (If you are interested in an Ocean View Room (non-renovated rooms) they are $239.00 + tax a night , (based on availability), please contact Rhodonna Espinosa at espinosa@strategicaccounts.org)

TUE WED THU
February 2 February 3 February 4
101: Critical Skills for Strategic Account Managers 105: Creating Joint Solutions with Strategic Customers
102: Buyer’s Perspective: Create, Communicate and Quantify Value for CxO Impact 106: Using Presentations to Drive Customer Engagement

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 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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