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.