SAMA Academy

SAMA Academy workshops are built on competencies and processes 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 journey.

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SAMA Academy Miami
February 4-7, 2019
MON TUE WED THUR
FEB 4 FEB 5 FEB 6 FEB 7
CORE 0 - SAM playbook: Foundational skills for driving superior customer results Core 2 - Co-creation & quantification of value CORE 4 - Managing the customer relationship and value journey
CORE 3 - Account leadership: Redefining account management in today’s market place CORE 1 - Co-Discovery and strategic account planning
E4 - Using presentations to drive customer engagement E3 - Leading and managing a multifunctional team
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SAMA Academy Amsterdam
11-12 March, 2019
MON TUE WED
11 March 12 March 13 March
CORE 1 - Co-Discovery and strategic account planning Core 2 - Co-creation & quantification of value
CORE 4 - Managing the customer relationship and value journey E2 - Buyer’s perspective: Create, communicate and quantify value for CxO impact
E5 (107) - Strategic negotiation: Changing the conversation from price to solutions CORE 3 - Account leadership: Redefining account management in today’s market place
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SAMA Academy Chicago
July 15-18, 2019
MON TUE WED THUR
July 15 July 16 July 17 July 18
CORE 0 - SAM playbook: Foundational skills for driving superior customer results CORE 2 - Co-creation & quantification of value CORE 4 - Managing the customer relationship and value journey
CORE 1 - Co-Discovery and strategic account planning CORE 3 - Account leadership: Redefining account management in today’s market place E5 (107) - Strategic Negotiation: Changing the Conversation from Price to Solutions
E4 - Using presentations to drive customer engagement E3 - Leading and managing a multifunctional team E10: Coaching to the Behaviors That Drive Effective SAM Execution
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SAMA Academy San Diego
October 14-17, 2019
MON TUE WED THUR
OCT 14 OCT 15 OCT 16 OCT 17
CORE 0 - SAM playbook: Foundational skills for driving superior customer results CORE 2 - Co-creation & quantification of value CORE 3 - Account leadership: Redefining account management in today’s market place
E4 - Using presentations to drive customer engagement CORE 1 - Co-Discovery and strategic account planning CORE 4 - Managing the customer relationship and value journey
E2 (102) - Buyer’s perspective: Create, communicate and quantify value for CxO impact E3 - Leading and managing a multifunctional team
E5 (107) - Strategic Negotiation: Changing the Conversation from Price to Solutions
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SAMA Academy Prague
12-14 November, 2019
TUE WED THU
12 NOV 13 NOV 14 NOV
CORE 0 - SAM Playbook: Foundational Skills for Driving Superior Customer Results CORE 2 - Value co-creation and monetization
>E5 (107) - Strategic negotiation: Changing the conversation from price to solutions E2 - Buyer’s perspective: Create, communicate and quantify value for CxO impact
E3 (104) - Leading and managing a multifunctional team E4 (106) - Using presentations to drive customer engagement

SAMA Academy Courses

CORE Courses

CORE 0 - SAM playbook: Foundational skills for driving superior customer results

Faculty: SAMA and Valkre

This 2-day course enables the participant 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.

CORE 0 - SAM playbook: Foundational skills for driving superior customer results


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

Core 1 (103) - 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.

Core 1 (103) - 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.

Core 2 (105) - Co-creation and quantification of value

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.

Core 2 (105) - Co-creation and quantification of value


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.

Core 3 - Account leadership: Redefining account management in today’s market place

Faculty: 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.

Core 3 - 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

Core 4 (108) - 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.

Core 4 (108) - 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

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). More information

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Elective Courses

Can be taken individually and for those enrolled in Certification prior to May 2017

E1 - Critical Skills for Strategic Account Managers

Faculty: Revenue Storm

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.

E1 - 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

E2 (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.

E2 (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

E3 (104) - Leading and 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.

E3 (104) - Leading and 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

E4 (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.

E4 (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

E5 (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.

E5 (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

E6 - Selling to Executives in this Digital Age: What Every Strategic Account Manager MUST Know

Faculty: Selling to Executives, Taught by an Executive

Developing strong relationships and winning deals with decision-making Executives of strategic accounts was never easy, but now with the advent of the Digital revolution, it has become a lot more complex. The Internet of Things, Artificial intelligence, Cloud Computing, Virtual Reality, Augmented Reality, and the emergence of blockchain technology-- just to name just a few--are all affecting every industry, every stage of the customer life cycle and every aspect of business. Technology advancements are heavily influencing business strategy, and to compete in this age of digital disruption, C-level Executives are faced with new challenges and an urgent need to plan accordingly.

New Program 2018
E6 - Selling to Executives in this Digital Age: What Every Strategic Account Manager MUST Know

Recommended Audience: Foundational
Certification Credit Available: Yes

Developing strong relationships and winning deals with decision-making Executives of strategic accounts was never easy, but now with the advent of the Digital revolution, it has become a lot more complex. The Internet of Things, Artificial intelligence, Cloud Computing, Virtual Reality, Augmented Reality, and the emergence of blockchain technology-- just to name just a few--are all affecting every industry, every stage of the customer life cycle and every aspect of business. Technology advancements are heavily influencing business strategy, and to compete in this age of digital disruption, C-level Executives are faced with new challenges and an urgent need to plan accordingly.
To address these challenges, most traditional roles in the C-Suite (CEO, COO, CFO, CIO, CHRO, CMO, etc..) have evolved and new roles such as Chief Digital Officer, Chief Innovation Officer, Chief Customer Officer, Chief Data Officer, Chief Design Officer, etc..have emerged with significant influence in the decision-making process.
For B2B Strategic Account Managers to succeed in such an evolving environment, they must gain unprecedented insights into how this digital revolution has impacted the C-Suite and be able to adjust their messaging to Executives, traditional and new, to demonstrate credibility, relevance and develop compelling value propositions to win deals and build long-term relationships.
Led by a Corporate Executive who has Chaired the Capital Committees that made the strategic investment decisions at global organizations, you will get an Executive insider view of how to secure a seat at the table with the C-Suite and succeed with them through this digital transformation journey.
Course Requirements: None

Key Learnings:
  • Learn and Articulate the Emerging Digital Trends surrounding the digital transformation and demonstrate the value it can have on an organization
  • Know the C-Suite’s top digital initiatives to adjust and prepare for these trends
  • Understand the Evolving C-Suite dynamics in this digital age —how traditional roles are changing and how new ones are emerging--impacting the decision-making process
  • Know how to influence these CXOs, both traditional and new, to drive change and how to tailor your messaging to their roles and needs
  • Learn how to build compelling long-term value propositions to align with your Customer’s digital strategy if one is already in place or influence its adoption if one does not yet exist

E7 - Business Finance for Everyone

Faculty: Mercuri International

Through a series of simulated exercises about the foundations of business, you will learn firsthand how to monitor cash flow, better utilize resources and improve productivity. Balance sheets and Profit & Loss statements show them how to measure results and understand how their daily decisions impact the company financially–and strategically. You will learn how to monitor cash flow, better utilize resources and make productivity improvements.

New Program 2018
E7 - Business Finance for Everyone

Recommended Audience: Foundational, Advanced
Certification Credit Available: Yes

Through a series of simulated exercises about the foundations of business, you will learn firsthand how to monitor cash flow, better utilize resources and improve productivity. Balance sheets and Profit & Loss statements show them how to measure results and understand how their daily decisions impact the company financially–and strategically. You will learn how to monitor cash flow, better utilize resources and make productivity improvements.
In addition, while exploring the factors that impact a company’s financial statements – you will develop a solid business sense that can help guide your future decisions in everyday work.
Course Requirements: None

Key Learnings:
  • Learn the basic business finance language and the logic of business – “how it works”.
  • Understand how their business generates profit today and how it will need to grow profitably in the future.
  • Get the meaning of working capital and how the use of assets affects profitability.
  • Gain a better idea of the issues that arise when scaling a company for growth.
  • See how small changes in operations can significantly change the outcome and improve bottom line results.

E8 - Emotional Intelligence for SAMs – How to Create Value in Every Interaction

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

Successful SAMs must understand how to integrate hard and soft skills in order to create high performance. SAMs spend a lot of time learning and developing their hard skills but much less time on their soft skills, which can result in an unbalanced skill set.
The SAMA competency model tightly intertwines logical, analytical and strategic skills with social and emotional competencies, also sometimes called soft skills … SAMA’s model essentially assumes that SEI is being used effectively. But is that the case in real life? (Golovan, 2014, Coaching Social and Emotional Intelligence to Boost SAM Performance. Velocity, SAMA).

E8 - Emotional Intelligence for SAMs – How to Create Value in Every Interaction

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

Successful SAMs must understand how to integrate hard and soft skills in order to create high performance. SAMs spend a lot of time learning and developing their hard skills but much less time on their soft skills, which can result in an unbalanced skill set.
The SAMA competency model tightly intertwines logical, analytical and strategic skills with social and emotional competencies, also sometimes called soft skills … SAMA’s model essentially assumes that SEI is being used effectively. But is that the case in real life? (Golovan, 2014, Coaching Social and Emotional Intelligence to Boost SAM Performance. Velocity, SAMA).
This course on Social and Emotional Intelligence (SEI), explains what these soft skills are and how to use your individual strengths to maximize your performance in the SAM role. Research shows that SEI can account for up to 67% of workplace performance for those, like SAMs, whose success largely depends upon managing relationships (Bar-On et al., 2005, Linking emotional intelligence and performance at work: Current research evidence. Mahwah, NJ: Lawrence Erlbaum.).
The session starts with a quick overview of the scientific basis of SEI, and then articulates the SEI competency framework and its applications to the SAM role and leadership. This is a highly interactive session combining small and large group exercises where participants have the opportunity to use and apply real-life examples. Participants take the EQ-I assessment prior to the session and receive their results during the session; they use their unique profile to better understand their strengths and their areas of development.
Course Requirements: None

Key Insights Gained
Participants who attend this session can expect to:
  • Understand how SEI impacts leadership and SAM’s performance and success
  • Learn the SEI framework and the specific competencies involved
  • Receive an individualized EI-Leadership report with customized feedback and recommendations
  • Discuss best practices for using SEI throughout the Strategic Account Management process
  • Establish a personal SEI Action Plan
  • Schedule an individual follow-up coaching appointment with an SEI Executive Coach

E9: Capture Value Skills A Negotiations Course for the Complex, Consensus-Driven Strategic Sales Cycle

Corporate Visions, Inc.

Seemingly harmless, inconsequential requests from your customer can have a massive, negative impact on your profitability. Whether value leaks out of an opportunity through additional customer requests or outright demands for discounts, your company’s bottom line will suffer. Without the right negotiation tactics and appropriate customer-retention strategy, your profitability and your customer relationships are at risk.

E9: Capture Value Skills A Negotiations Course for the Complex, Consensus-Driven Strategic Sales Cycle

Recommended Audience: Foundational, Advanced
Continuing Education Certification Credits: Yes
  • Did you know that a 1 percent price reduction can lead to a 9 percent drop in operating profits?
Seemingly harmless, inconsequential requests from your customer can have a massive, negative impact on your profitability. Whether value leaks out of an opportunity through additional customer requests or outright demands for discounts, your company’s bottom line will suffer. Without the right negotiation tactics and appropriate customer-retention strategy, your profitability and your customer relationships are at risk.

  • What if you could expand deal profitability AND retain existing customers?
To capture value, you need a deliberate approach to address these critical — and sensitive — “moments of truth,” both late in the buyer’s journey and in the customer lifecycle. By taking “Capture Value Skills,” you will get the messages, content and skills rooted in decision-making science to nail the important questions customers are asking you: “Why should I stay? Why should I pay?” The best customer retention strategies allow you to answer these questions with confidence, strengthening your existing relationships into the future.

  • In this course, you will learn to develop unexpected, counterintuitive negotiations.
Most sales negotiation training fails to take into account selling environments that have grown in complexity and have multiple decision makers involved in most buying decisions. With a mixture of online and hands-on, application-based learning and reinforcement, you will learn science-backed concepts you need to execute your customer retention strategy. That means improving sales negotiation skills and learning the best way to engage prospects and customers to expand deal size, retain existing customers and convince them to pay more for your solutions.

This course contains a series of self-guided video modules alongside exercises to be completed at your convenience. Exercises will be reviewed by Corporate Visions consultants, who will offer feedback to learners.

E10: Coaching to the Behaviors That Drive Effective SAM Execution

Performance Methods Inc. (PMI)

To be most effective as SAM/KAM coaches requires a framework of what “good” SAM looks like (the “what”) that is supported by a practical coaching model (the “how”) and can be applied to the SAM process and best practices. This one-day session focuses on the behaviors that lead to effective SAM execution (including co-discovery and co-creation of value) and equips participants with proven approaches to coaching these behaviors to drive SAM performance and effectiveness within their organizations.

E10: Coaching to the Behaviors That Drive Effective SAM Execution

Recommended Audience: Managers of SAMs/KAMs; SAMs/KAMs; SAM/KAM stakeholders
Level: Intermediate/Advanced

It’s generally agreed that growth and business results are key indicators of a successful SAM/KAM program. Yet based on experience with numerous organizations within the SAMA community of practice, there exists an imbalance between coaching to the results (i.e., “the numbers”) and coaching to the behaviors that drive these results (i.e., SAM best practices). And while measuring revenue growth is certainly an important indicator of SAM performance, experience suggests that when emphasis is placed on the best practices that lead to revenue growth (i.e., leading indicators), not only will the results follow, but SAM performance and development will accelerate.
To be most effective as SAM/KAM coaches requires a framework of what “good” SAM looks like (the “what”) that is supported by a practical coaching model (the “how”) and can be applied to the SAM process and best practices. This one-day session focuses on the behaviors that lead to effective SAM execution (including co-discovery and co-creation of value) and equips participants with proven approaches to coaching these behaviors to drive SAM performance and effectiveness within their organizations.
Course Requirements: None

As a result of this session, participants will be able to:
  • Benchmark against a proven approach to co-discovering and co-creating customer value developed within the SAMA community
  • Understand the SAM/KAM behaviors that drive effective co-discovery and co-creation of customer value
  • Implement a set of proven coaching questions organized around the behaviors that lead to effective SAM/KAM execution and account growth
  • Leverage the SAM coaching process to engage more collaboratively with SAMs/KAMs and bring value to their account planning, account management and value-selling efforts
  • Practice and experience coaching SAM execution using a proven coaching model and approach that can be deployed immediately
  • Identify personal SAM coaching strengths as well as coaching skills to develop over the next 6 to 12 months

E11 - 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.

E11 - 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

E12: Driving Organizational Adoption of SAM so you can get Paid for the Value you Create

Faculty: Experts In Value

Creating value and getting paid for it is at the heart of any SAM initiative, and yet many companies lack a disciplined process for delivering on its value promise, quantifying that value and then influencing the customer's willingness to pay for that value. This workshop will touch on nine critical areas of focus for value realization, with a special focus on two: (1) understanding Procurement and (2) value pricing and negotiating on value.

E12: Driving Organizational Adoption of SAM so you can get Paid for the Value you Create

Recommended Audience: Directors of SAM programs, SAM managers, Executive-level

Suppliers who are best-in-class at creating, calculating, communicating and getting paid for value are 24 percent more profitable than their industry averages. And yet few organizations possess a disciplined process for making sure their teams consistently deliver on their value promise to their customers. As a participant in this course, you will walk away with a holistic implementation strategy for ensuring your team consistently delivers on your company’s value proposition and delivers business results for you and your customer.
This course will address all nine critical focus areas most closely associated with realizing the full potential of value co-creation, with a special emphasis on two: (1) understanding Procurement and (2) value pricing and negotiating on value.

Course Requirements: None

Topics covered:
  • Value: The difference between price, cost and value, and the evolution of explaining value in terms of Total Cost of Ownership to Total Profit Added™.
  • Procurement: A look at how Procurement thinks, negotiates and makes decisions. You will become familiar with the Procurement buying process, how Procurement segments suppliers (e.g., the Kraljic Matrix), how to know which segment you are in, and how you can challenge your customer to rethink what and how they buy from you.
  • Value quantification: Best practices to get your own organization and your customer’s comfortable with estimating expected value and ways to present more difficult concepts like risk.
  • Selling and communication: How to communicate your value in a way that will move the needle with your customer.
  • Pricing: Many suppliers actually make it difficult to get paid for the value they create because of how they present price, options, bundles and services. You will be exposed to best-in-class value- and outcome-based pricing models that will allow you to introduce these concepts with minimal risk.
  • Negotiation: Learn what pushbacks to expect during negotiations and how to counter them.
  • Culture: Learn methods for aligning the entire enterprise around creating real customer value.

E13 - 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.

E13 - 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

E14 - How to align the overall company behind the Account Strategy, including the C-Level

Faculty: Business Mentor Consulting(BMC)

Alignment around the needs, commitments and deliverables to the customer is an essential and yet poorly executed element of an efficient SAM organization. Poor alignment can ruin strategic relationships forever. This session offers a systematic, concrete and comprehensive roadmap to align the overall supplier company, particularly at the C-level, to the account strategy and execution.

E14 - How to align the overall company behind the Account Strategy, including the C-Level

Recommended Audience: Managers of SAMs/KAMs; SAMs/KAMs; SAM/KAM stakeholders
Level: Intermediate/Advanced

Alignment around the needs, commitments and deliverables to the customer is an essential and yet poorly executed element of an efficient SAM organization. Poor alignment can ruin strategic relationships forever. This session offers a systematic, concrete and comprehensive roadmap to align the overall supplier company, particularly at the C-level, to the account strategy and execution.

Course Requirements: None

As attendees to this highly interactive session, you will walk away with tools and examples that will train you to:
Standardize your growth model:
  • Position your go-to-market strategy vis-a-vis your customer
  • Select relevant strategic growth initiatives
  • Standardize and cascade your growth model
Cascade your account plan across the account team:
  • Break down your ambition by country and/or company entity (i.e., BU)
  • Customize at a local level
  • Master processes and rules for reaching agreement with P&L owners
Motivate and convince key stakeholders, including the C-level, across the matrixed organization
  • Define your internal contact plan, both at the customer and internally
  • Master the basics of an effective executive sponsorship program
  • Build an executive brief designed to engage stakeholders, up to and including at the C-level
  • Pitch your account story to key stakeholders

E15 - 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.

E15 - 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

E17 - 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.

E17 - 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

Pricing

North & South America (USD)

Fees:

 1-Day

 2-Day

 3-Day

 4-Day

Corporate Member $895 $1690 $2385 $2980
Individual Member $945 $1790 $2535 $3180
Non-Member $1095 $2090 $2985 $3780

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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