The strategic account manager role is becoming one of the most critical and hardest to build capabilities in B2B organizations.

As customers become more complex, buying journeys more digital, and value creation more dependent on ecosystems, SAMs are expected to do far more than manage relationships. They must lead high-performing account teams, align organizations through change, translate data into insight, communicate measurable business value, build trust across stakeholder networks, and co-create differentiated value beyond the product or service.

AI will only accelerate this shift. As digital tools automate more tactical work, the future SAM will need stronger strategic judgment, executive influence, customer insight, value leadership, and agile execution. The talent gap is no longer just about finding good account managers; it is about building the next generation of strategic account leaders.

This keynote panel will explore how leading organizations are rethinking SAM talent; from hiring and development to coaching, and from career paths to succession planning. Attendees will leave with practical ideas for closing the SAM talent gap and strengthening the capabilities required to grow strategic accounts in an AI-enabled future.