Presenter: Chris Wells, Director Strategic Accounts, bioMérieux
This session will provide an overview of the annual governance program used at bioMérieux to guide strategic account management. The discussion will cover a practical sequence of steps, including the development of account plans and supporting tactical plans, target setting, and the ongoing discipline of account selection and deselection. The session will also examine the methods and metrics used to support these decisions and track progress over time.
Presenter: Dennis Chapman, President and CEO, The Chapman Group
This session explores how strategic account management (SAM) teams can harness voice of the customer (VOC) insights to demonstrate program impact, deepen client relationships, and drive growth. Attendees will learn how to collect, analyze, and present impactful relationship VOC data to showcase SAM outcomes and any additional improvement efforts necessary in terms that resonate with executives, account teams, and cross-functional stakeholders.
Presenters: Adrian Davis, President, Whetstone Inc; Todd Rupp, Strategy & Enablement Lead Key Accounts, Pfizer
In a complex, highly regulated environment, Pfizer faced the challenge many leadership teams encounter: how to move beyond SAM training to a sustained behavioral change that drives measurable business results. Working with Whetstone Inc., Pfizer’s leaders redefined how medical, sales, and operations work together on key accounts — creating a single, disciplined rhythm that delivers strategic impact without adding layers of bureaucracy.
In this 75-minute interactive session, Todd Rupp and Adrian Davis will unpack the leadership decisions, governance structures, and change enablers that allowed this transformation to take hold and scale. You’ll see how senior leaders aligned multiple functions, built accountability into the culture, and kept executives engaged over the long term.
Benefits from attending this session:
Understand the five-stage leadership journey from strategic design to collaborative impact, and how to adapt it for your environment.
Learn how to align multiple functions into a unified account rhythm that accelerates results.
Discover how to embed development into real work tied directly to revenue, retention, and strategic objectives.
See how micro-habits and peer-led conversations reduce resistance and speed adoption.
Walk away with methods to measure impact, maintain momentum, and strengthen executive sponsorship.
Presenter: Martyn Poller, Director / Managing Partner, Axiomata
Strategic account management has always been about balancing structure with flexibility. But in today’s environment, where customer priorities shift overnight, executives rotate regularly, and disruption is constant, process and planning are not enough. The ability to adapt is the new strategic differentiator.
This session explores adaptability as a measurable, coachable capability that sits at the heart of modern SAM programs. Drawing on research with AQai and live case examples from industry, we’ll show why adaptability isn’t just a personal trait but an organizational competency, and how it directly influences account retention, growth, and value realization.
Key learning outcomes:
Understand adaptability as a strategic SAM competency and why it matters now more than ever.
Discover practical methods to assess and build adaptability within account teams.
Learn from case-based examples where adaptability turned disruption into growth.
By embedding adaptability into account management programs, organizations don’t just survive disruption, they convert it into a competitive advantage. SAMs who can flex, pivot, and reframe are the ones who will continue to earn C-suite trust and deliver measurable outcomes in uncertain times.
When go-to-market (GTM) teams aren’t aligned, friction creeps in, slowing strategy, stalling execution, and draining morale. In this session, Mural CRO Bill Dwoinen shares new data on where collaboration drag is costing companies the most and how smart, cross-functional leaders are solving it. Learn how Bill and his counterparts in marketing and product built a new GTM planning rhythm that increased velocity and reduced silos. Walk away with practical templates and frameworks you can apply to your own 2026 planning process.
Presenter: Shakeel Bharmal, Senior Vice President, Summit Group
Strategic account management is a team sport, and leaders play a pivotal role in ensuring their SAMs can thrive. Regardless of title — CEO, GM, country manager, or leader of strategic, national, or key accounts — the expectations of SAM leaders are clear: Enable SAMs to achieve superior results for clients and the organization.
This session will explore the mindsets, skills, and essential practices SAM leaders must master to empower their teams, drive collaboration, and elevate business outcomes. Communication and influence, sparking value co-creation, multi-functional collaboration, and outcome accountability form the backbone of leadership success.
We will reflect on key questions:
How can leaders create a culture of customer centricity where SAMs feel confident to challenge organizational inertia to create value with customers?
What are the core skills for building trust, managing relationships, and navigating cultural sensitivities within global teams?
How can leaders exhibit curiosity and stay abreast of trends, opportunities, and challenges facing customer industries?
Through thought-provoking discussion and examples, we will uncover actionable strategies for leaders to assess capabilities and create their playbook for improvement.
Key takeaways:
Recognize the diverse roles SAM leaders play in enabling success.
Understand the essential competencies required to empower and guide SAM teams.
Leave with actionable strategies to elevate team performance, customer relationships, and business outcomes.
SAM success begins with leadership. Join us to unlock the tools for leading with intention, clarity, and impact.
Presenters: Dee-Dee Van Wormer, Sr. AD, Customer Facing Effectiveness, Boehringer Ingelheim Pharmaceuticals; Malaea Seleski, Director of Strategic Account Management Training, Boehringer Ingelheim Pharmaceuticals
Building a world-class strategic account management (SAM) function requires more than appointing account managers — it demands deliberate structure, aligned leadership, disciplined enablement, and a culture committed to continuous improvement. In this in-depth 75-minute session, leaders from Boehringer Ingelheim will share how they designed, launched, and institutionalized their strategic account management program office from the ground up.
Attendees will learn:
Critical success factors in establishing a foundational structure of a SAM program office — including clear roles, responsibilities, and organizational integration.
Recommendations for SAM team training that spans core SAM principles to advanced skills that are both practical and engaging.
How industry-recognized certification supports a culture of continuous improvement
How to secure and sustain strong executive sponsorship to champion the SAM program across the organization.
Participants will leave with practical, replicable insights they can apply to strengthen or launch their own SAM programs.
In today’s dynamic commercial landscape, speed to impact is everything. When implementing a new key account management strategy, companies need to quickly show proof points and be ready to adapt as theory meets the real world. Hypercare is a strategic approach that goes beyond a traditional pilot, enabling organizations to proactively invest in capabilities, close operational gaps, and accelerate outcomes. This session will explore case studies of how ZS has operationalized hypercare, sharing proven frameworks, best practices, and lessons learned from real-world implementations. Attendees will hear impact stories that illustrate how hypercare unlocks initial impact, translates to sustained performance, and catalyzes executive engagement / buy-in. For KAM programs undergoing a transformation, hypercare offers a blueprint for rapidly taking strategy from theory to impact.
Presenters: Brooke Spatz, Enablement Director, Polaris I/O; Michelle Curtis, Director of GTC Programs, Polaris I/O
Strategic account management was never meant to be a solo sport, yet many SAM programs are asking individual account managers to carry the full burden of research, insight development, and strategic thinking — on top of managing complex relationships and growing revenue.
This session is designed for program leaders, enablement, and L&D teams responsible for improving how strategic account teams operate and perform. It introduces the commercial insight strategist (CIS) capability as a practical way organizations are rebalancing work across the SAM team without burning out sellers or relying on heroics.
You’ll explore how CISs support SAMs by focusing on what most teams struggle to do consistently: identifying early customer signals, interpreting what’s changing in the customer’s world, and translating that insight into action before opportunities are fully formed. Through real-world examples, we’ll show what happens when teams try to sell without this capability — and how outcomes change when insight work is treated as a dedicated, repeatable function.
This session will help leaders understand:
How insight responsibilities can be distributed across the SAM team instead of sitting solely with the seller.
The core competencies and behaviors that define effective commercial insight strategists.
The business case for investing in insight capability, including examples of improved focus, stronger pursuits, and better use of seller time.
Presenters: Phil Styrlund, CEO, Summit Group; Adrian Davis, President and CEO, Whetstone; Brian Kiep, COO, Valkre; Brad Weintraub, Senior Vice President, Global Strategic Accounts Program, AVI-SPL
Discover how to transform your sales organization by elevating average performers to top-tier status. This session provides actionable strategies and real-world insights to help you scale excellence across your team.
Key takeaways:
Practical roadmap: Proven steps to shift average performers into high-impact contributors.
Real-world example: How AVI-SPL integrates thoughtware and software to drive sustainable behavior change.
Future outlook: A glimpse into the next generation of key account management (KAM) enablement.
Presenter: Francois Safi, Senior Manager of KAM & Sales Efficiency Office EMEA, Terumo Interventional Systems
How does an organization move from “We should do KAM” to “We deliver measurable impact”? In this session, Terumo Interventional Systems pulls back the curtain on its end-to-end journey of adopting and operationalizing key account management.
Attendees will hear how the company made the strategic decision to pursue KAM, what it took to translate that decision into action, and the realities of implementation inside a complex, global organization. Francois Safi will share candid insights on what worked, what didn’t, the roadblocks encountered along the way, and the internal shifts required to gain traction.
You’ll walk away with practical lessons you can apply whether you’re just beginning your KAM journey or looking to strengthen execution in a mature program — along with a forward-looking view of where Terumo is headed next in its evolution.
Presenters: Jenya Kubashevskiy, Director, Revenue Management Labs; Todd Snelgrove, Senior Managing Partner, Experts in Value
Complex B2B deals demand pricing strategies that work across customer tiers, long sales cycles, and diverse global markets. In this session, you will learn how to maintain profitability and consistency while meeting different customer needs. We will cover how to segment and adapt pricing for distributors, end-users, and partners without losing coherence. We will also cover how to keep pricing relevant during lengthy negotiations and adjust to shifting market conditions without compromising value. You will gain practical tools to balance pricing consistency with local cost, competitive, and regulatory realities.
Presenter: Nancy Murray, Director of Key Account Management, Allnorth Consultants Limited
It’s easy to fall into the trap of thinking SAM programs can only be implemented effectively by the big companies, with big teams and big budgets. In small and mid-sized firms, where strategic account management is every bit as critical, the reality often feels about as smooth as trying to ride a bicycle while you’re building it. But for a lean organization focused on growth, the secret lies in the ability to take a structured, disciplined approach, pivot when needed and create a strong foundation to build on.
Drawing on the first two years of lessons learned at a 1,000-person multi-disciplinary engineering firm still working on building their bicycle, this session will explore the practical side of the SAM program journey in a mid-sized company. From team engagement to account selection and account planning to implementing a right-sized tech stack, you’ll hear about what worked well out of the gate and what had to go back to the drawing board. You’ll come away from the session with practical strategies for building and evolving your program that will help you keep the bicycle upright and moving forward — even when you’re still building it.
Presenters: Shawn Parker, Executive Director of Strategic Accounts & Corporate Group Sales, Hilton; Muriel Carroll, Managing Director of Corporate Strategic Accounts, Hilton
In 2025, Hilton introduced its executive sponsorship program for global platinum key accounts, spotlighting a strategic framework to deepen relationships with top-tier clients. The session drew strong engagement, with presenters representing governance, SAM leader, and SAM practitioner perspectives, sharing the program’s structure, rules of engagement, and early implementation insights.
For 2026, Hilton is returning with a follow-up session that explores how Hilton has evolved the program over the past year. Attendees will gain a behind-the-scenes look at:
Program Maturation: Updates on segmentation, executive alignment, and measurable outcomes.
Governance Enhancements: How Hilton refined its sponsorship tracking, scorecard implementation, and executive training protocols.
SAM Leadership Perspective: Lessons learned in scaling the program across regions and account tiers.
Practitioner Insights: Real-world application, client feedback, and relationship impact.
Presenters: Bruce Hembree, VP & GM Americas, Ciena; Carrie Welles, Partner, Think! Inc.
Margin pressure is not new — but at Ciena, leaders recognized that winning better deals required more than sharper tactics or one-off training. Faced with increasingly complex deals and aggressive price pressure, Ciena shares how they transformed negotiation from an individual skill into a scalable, repeatable system for margin optimization. Ciena deployed a strategic, yet simple framework, embedded into a customized deal database used across the sales organization. The system reflects real-time leader sales strategy, shifts seller behavior, and elevates deal quality. In less than four months, this changed how leaders review, coach, and approve opportunities. Attendees will learn what worked, what challenged adoption, and the critical leadership actions required to move negotiation from theory to execution — turning price-led conversations into value-driven outcomes at scale.
This session is designed for strategic account leaders and managers responsible for improving deal quality, margin, and negotiation consistency across complex accounts.
Participants will leave with practical insight into how to:
Operationalize your negotiation strategy.
Help account teams reframe customer decision-making away from price, without losing momentum or trust.
Presenter: Dennis Chapman, President and CEO, The Chapman Group
Many organizations say they are customer centric. Few are. In strategic account management, true customer-centricity is not about sending surveys or hosting quarterly business reviews — it’s about co-creating value, anticipating needs, incorporating feedback into account plans, and aligning deeply with the customer’s strategic goals for mutual benefit.
This session exposes the gap between perception and reality, and equips SAM leaders with the metrics, behaviors, and frameworks that prove they walk the talk.
TRACK: Critical Skills for Strategic Account Managers
Presenter: Adrian Davis, President and CEO, Whetstone Inc.
Strategic account managers face a unique challenge: Customers want relevance, clarity, and strategic insight — yet most SAM conversations stay stuck in information sharing and solution pitching. Storytelling remains the most underused capability in SAM, despite its power to deepen discovery, align stakeholders, and translate complex strategy into compelling narratives.
In this 75-minute interactive session, Adrian Davis shows how the hero’s journey — introduced in Adrian’s book, “Heroes, Villains, and the Thrill of Professional Selling” — has become a favorite framework among SAMs for raising the quality of strategic conversations.
The session goes far beyond theory. Participants will first learn the model, then use it as a diagnostic tool to analyze real customer situations and finally apply it to craft strategic stories that motivate action.
The session is designed for busy account teams who need practical tools they can use immediately with their strategic customers.
What you’ll take away:
A clear method to use the hero’s journey as a discovery framework to uncover goals, obstacles, and internal dynamics.
A practical tool to analyze any customer situation and pinpoint the real strategic tension that needs to be solved.
A step-by-step narrative structure SAMs can use to influence executives, align internal teams, and elevate account conversations.
Techniques to transform data, insight, and account plans into stories that drive urgency and commitment.
Real examples that show how SAMs have used this framework to win support, deepen engagement, and create momentum inside complex accounts.
Presenters: Bill Ford, Founder, Prime Meridian Group; Kirollos Hanna, Director of Pharmacy, Minnesota Oncology; Brittany Danoski, Regional Executive Director of the Clinically Integrated Network (CIN), Trinity Health Mid-Atlantic
Pharmaceutical decision-making has become more complex, interconnected, and value-driven than ever. Strategic account managers face mounting pressure to move beyond access and create partnerships that resonate with top executives. In this dynamic panel discussion, senior leaders from the pharmaceutical C-suite will share what truly drives their decision-making — what makes them engage, what keeps them skeptical, and how they measure long-term value in their external partnerships.
Attendees will walk away with a rare insider perspective on:
How C-suite executives align partnerships with corporate strategy.
The top three priorities shaping pharma’s external collaborations in 2025–2026.
Common pitfalls that derail otherwise promising partnerships.
Practical advice on becoming a strategic ally instead of a transactional vendor.
This workshop is designed to help strategic account managers refine their approach, strengthen executive engagement, and create mutually valuable partnerships with top pharma decision-makers.
Learning objectives:
Understand the evolving priorities of pharmaceutical executives in today’s competitive and regulated environment.
Identify the key drivers and decision-making frameworks that influence partnerships at the executive level.
Learn actionable strategies to position yourself as a trusted advisor to the C-suite.
Avoid common mistakes that erode trust and credibility with pharma leaders.
Presenters: Adrian Davis, President, Whetstone Inc; Todd Rupp, Strategy & Enablement Lead Key Accounts, Pfizer
In a complex, highly regulated environment, Pfizer faced the challenge many leadership teams encounter: how to move beyond SAM training to a sustained behavioral change that drives measurable business results. Working with Whetstone Inc., Pfizer’s leaders redefined how medical, sales, and operations work together on key accounts — creating a single, disciplined rhythm that delivers strategic impact without adding layers of bureaucracy.
In this 75-minute interactive session, Todd Rupp and Adrian Davis will unpack the leadership decisions, governance structures, and change enablers that allowed this transformation to take hold and scale. You’ll see how senior leaders aligned multiple functions, built accountability into the culture, and kept executives engaged over the long term.
Benefits from attending this session:
Understand the five-stage leadership journey from strategic design to collaborative impact, and how to adapt it for your environment.
Learn how to align multiple functions into a unified account rhythm that accelerates results.
Discover how to embed development into real work tied directly to revenue, retention, and strategic objectives.
See how micro-habits and peer-led conversations reduce resistance and speed adoption.
Walk away with methods to measure impact, maintain momentum, and strengthen executive sponsorship.
Presenter: Hajo Rapp, SVP SAM & Sales Excellence, TÜV SÜD AG
Customers in the digital environment expect partners to collaborate with them on solutions that understand and address their world and their challenges. The session explores what works, what doesn’t, and why selling twice (first internal, then external) is often necessary in a fast-changing landscape. We will touch on how to create and drive an integrated account-team approach, align goals, deliver consistent messaging to the customer, and deal with different cultures.
Presenters: Todd Burgess, Senior Director of Business Consulting, ZS Associates; Steve Phillips, Associate Principal, ZS Associates
Your customer’s senior executives think differently, decide differently, and expect to engage differently. Yet many SAMs still bring “account manager energy” into rooms that require “executive partner presence.”
This session focuses on developing the gravitas, communication skills, and strategic framing needed to succeed in C-suite engagements. We’ll explore how SAMs can quickly align on what matters most to senior leaders, tell compelling value stories that link to their business priorities, and handle challenging questions with confidence. Drawing on ZS’s recent research on the evolving competencies required for successful key account management, we will share examples of how to elevate and coach executive presence for key account management. Attendees will leave with practical tools for elevating their team’s influence and becoming the executive partner their customers seek.
Most sales professionals deeply understand their own product’s features and functions — but far fewer truly understand their competitors. In today’s hypercompetitive markets, that gap has real consequences. Competitive blind spots shape how customers evaluate options, how value is perceived, and ultimately who wins or loses strategic accounts. If you don’t understand how customers compare alternatives, you’re often negotiating from a position of weakness without realizing it.
This session challenges participants to rethink competitive strategy at the account level. We will explore how competitor awareness directly impacts customer decision-making, pricing power, and negotiation outcomes. This is a hands-on session where participants practice with frameworks to analyze competitors through the customer’s lens, anticipate competitive moves, and position their solutions more effectively — so they can differentiate with confidence, protect value, and win more consistently.
Presenter: Jacques Sciammas, President, Selling to Executives
This 2.5-hour interactive workshop, led by a former CFO responsible for evaluating investments and selecting vendors, is designed specifically for strategic and global account managers who must engage effectively with C-level decision makers to win complex B2B deals.
Drawing from the SAMA Competency Model and proven executive-selling methodologies, this session equips participants with the financial and business fluency required to influence executive thinking, align proposals with strategic priorities, and articulate clear business outcomes.
Participants will learn how executives define value, how to interpret and leverage financial statements, how to connect operational improvements to financial impact, and how executives prioritize investments. Using simple frameworks, attendees learn how to identify financial pain points, align solutions to business priorities, and confidently conduct high-quality business conversations with any executive. Participants leave with sharper financial insight, stronger business understanding, and the credibility needed to elevate their influence on key accounts.
Presenter: Mark Bourgeois, CEO, Oratium; Tim Pollard, Founder, Oratium
Customer conversations can go wrong in myriad ways and no small wonder: they are one of the most-challenging business environments SAMs face. To succeed you must be a masterful story creator AND a masterful storyteller. Additionally, you must be adept at: asking and fielding questions, handing objections, managing room dynamics and the clock, and driving the discussion towards the outcome you desire.
But get it right: Master the small attributes common to all great conversations and you wield one of the most powerful levers you can use to drive sales.
In this workshop, Oratium will share the critical skills and capabilities needed to design a world-class solutions narrative and deliver it effectively in an engaging and dynamic customer conversation.
We’ll discuss how to craft a customer conversation that fits the way the brain works, how to truly master the execution of that conversation through AI-augmented coaching and practice, and ultimately how to measure what matters in commercial conversations so you can use “big data” to improve the conversations that truly drive sales lift.
Using real-life customer examples and proven processes and tools, you’ll leave knowing how to drive sales lift via effective, compelling customer conversations.
Presenters: Erik Rippon, Director Strategic Accounts, Sonoco; Brian Dietmeyer, CEO, CloseStrong.ai
This session features executive lessons on how Sonoco embedded strategy into everyday account decisions.
Strategic account leaders invest heavily in frameworks, playbooks, and training, yet many continue to face a persistent challenge: leader strategy that does not translate into consistent execution across deals. The issue is rarely the strategy itself, but the absence of a system that operationalizes strategy day to day — one that sustains behavior change, provides leadership visibility, and scales best practices beyond individual talent. In this case study session, Sonoco shares how they addressed this gap by shifting from episodic training to a continuous, AI execution-centered model known as Precision-Guided Selling (PGS). You’ll learn how Sonoco embedded leadership priorities directly into the daily decisions account managers make, at every opportunity and at every stage, while giving executives real-time visibility into how strategy is being applied across the strategic account portfolio.
Participants will gain insight into how Sonoco:
Governed strategic execution without adding management overhead.
Scaled consistent strategic account behaviors across teams and markets.
Increased coaching leverage and accountability for frontline leaders.
Shifted from lagging performance metrics to actionable execution intelligence.
Designed for strategic account leaders, this session provides a practical blueprint for transforming strategy from a plan into a repeatable, observable, and measurable execution system, at scale.
Presenters: Jason Davis, Director, Project Management, TreviPay
Artificial intelligence (AI) is no longer a future concept; it’s a present-day differentiator in strategic account management. At last year’s conference, AI was the hot topic. This year, we’ll go beyond the buzz and explore how TreviPay has put AI into practice to streamline account management processes and empower teams and our organization to work more efficiently.
This session will highlight enterprise-level applications of AI that reduce manual effort, improve data visibility, and support more informed decision-making. We’ll share examples of how AI tools are helping account managers prioritize better, personalize client interactions, and stay ahead of client needs, without increasing workload.
We’ll share practical examples from TreviPay’s journey, including lessons learned, measurable impact, and how AI is reshaping the role of account managers in complex B2B environments.
Key takeaways:
How AI is being used to enhance strategic account planning and execution.
Real-world examples of AI tools improving client outcomes at TreviPay.
Frameworks for integrating AI into account management workflows.
The evolving role of account managers in an AI-enabled enterprise.
Presenters: Joshua Dey, SVP Global Accounts, The Summit Group; Mandie Kaminski, Director of Strategic Account Management Learning and Development Excellence, Johnson & Johnson
This interactive session highlights best practices in matrix teaming drawn from real-world strategic account collaborations within a leading pharmaceutical organization. Anchored in the Collaborative Quotient (CQ)™ framework and the 7Ds of Leading High-Performing Teams, it explores how account teams’ partner across divisions — and with key external partners — to orchestrate customer impact, influence without authority, and lead effectively across boundaries. Through live examples and shared field insights, participants gain practical ideas to strengthen alignment, collaboration, and value creation in complex account environments.
Presenters: Adrian Davis, President, Whetstone Inc; Todd Rupp, Strategy & Enablement Lead Key Accounts, Pfizer
In a complex, highly regulated environment, Pfizer faced the challenge many leadership teams encounter: how to move beyond SAM training to a sustained behavioral change that drives measurable business results. Working with Whetstone Inc., Pfizer’s leaders redefined how medical, sales, and operations work together on key accounts — creating a single, disciplined rhythm that delivers strategic impact without adding layers of bureaucracy.
In this 75-minute interactive session, Todd Rupp and Adrian Davis will unpack the leadership decisions, governance structures, and change enablers that allowed this transformation to take hold and scale. You’ll see how senior leaders aligned multiple functions, built accountability into the culture, and kept executives engaged over the long term.
Benefits from attending this session:
Understand the five-stage leadership journey from strategic design to collaborative impact, and how to adapt it for your environment.
Learn how to align multiple functions into a unified account rhythm that accelerates results.
Discover how to embed development into real work tied directly to revenue, retention, and strategic objectives.
See how micro-habits and peer-led conversations reduce resistance and speed adoption.
Walk away with methods to measure impact, maintain momentum, and strengthen executive sponsorship.
Presenters: Khushtar Pandit, Manager, ZS; Alex Simon, Principal, ZS
AI is everywhere in the conversation, but how much of the promise is becoming real in key account management? This session takes an honest look at where AI adoption in KAM stands today, drawing on real examples and evidence from organizations putting it into practice. We’ll explore how teams are using AI to support account planning, customer insight generation, and relationship development, and what kind of value they’re actually seeing. You’ll hear about successes, challenges, and lessons learned from early adopters who are testing the limits of what AI can do for strategic account management.
Attendees will leave with:
A grounded view of how AI is really being used in KAM organizations.
Examples of measurable impact (and where results are still emerging).
Practical insights to guide your own AI journey in account management.
Join this session to separate the hype from reality, and see where AI is truly starting to make a difference in how we manage and grow strategic accounts.
When go-to-market (GTM) teams aren’t aligned, friction creeps in, slowing strategy, stalling execution, and draining morale. In this session, Mural CRO Bill Dwoinen shares new data on where collaboration drag is costing companies the most and how smart, cross-functional leaders are solving it. Learn how Bill and his counterparts in marketing and product built a new GTM planning rhythm that increased velocity and reduced silos. Walk away with practical templates and frameworks you can apply to your own 2026 planning process.
