600+ attendees

30+ live, highly interactive sessions

6 outstanding keynotes

Live and on demand


Opportunity is right
in front of you.

When we polled our community in November, 99% of respondents said they had saved or repaired a customer relationship in the past 12-24 months by applying the principles of strategic account management. The companies who emerge strongest from these charged times will be those who adapt the most nimbly to their customers’ changing needs – by being easier to do business with, by rapidly adopting virtual collaboration tools and by effectively articulating and defending the value of their products and services to their most important customers.

In these turbulent times, when our success is so intimately tied to that of our most strategic customers, the SAMA community can be the guiding light that illuminates your path forward.

The 2021 SAMA Annual Conference brings together the largest virtual, cross-industry community of innovators and decision makers focused on co-creating value with strategic and key customers.



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Thank you to our sponsors:







“This is the first virtual conference on this scale that I have attended. Very impressed with the quality of the production and the layout of each day.”

– A 2020 Annual Conference attendee

Impactful keynotes

Leading-edge ideas from stars in their respective fields

Tiffani Bova
Growth & Innovation Evangelist, Salesforce Sales Strategist, Speaker and Author



Arun Sharma
Professor of Marketing, 
Miami Herbert Business School


Ed Wallace
President, AchieveNEXT


Bill Wallace
Executive Vice President, Revenue Storm


Carmen Simon
Chief Science Officer, Corporate Visions


“The Future of SAM - Revisited”
May 25th Keynote Panel Discussion


Moderator: Jim Ford, Chief Commercial Officer, Solecta and SAMA Chairman of the Board

Kaj Storbacka, Professor, Hanken School of Economics
Karen Passmore, Partner, McKinsey
Frédéric Kahn, Vice President Global Sales, Wavelength Pharmaceuticals

Why this conference is THE must-attend event

Learn from the best

Immerse yourself with live presentations, keynotes and panel discussions from cross-industry thought leaders, and then join in the conversation!

Conversations that matter

Engage in real-time conversations with speakers and 500+ fellow attendees. Go deeper and make one-on-one connections in the networking lounge!

Find the answers you need

Get real-time answers to your most burning questions during live Q&A during each session! 

Retain what you learned

Can't make every session? Refresh your memory or catch something you missed by watching all sessions on demand!

Your solutions resource

New this year: Visit our highly interactive virtual exhibit hall to find solutions from our tech partners purpose-built for the work of strategic and key account management.

Networking essentials

Thanks to the latest in virtual networking technology, you will have unprecedented ability to connect with conference presenters and fellow attendees based on shared interests and challenges. For the most powerful networking experience, we encourage all attendees to take the time to complete their full attendee profile.


Three tracks to guide your conference journey and ensure maximum ROI

Critical Skills for Strategic Account Managers

Audience: SAMs – Early Career, SAM team members

An enabled, empowered SAM with the right combination of leadership traits and business acumen is an unbeatable combination. Learn what’s in the DNA of an elite account team leader and how the best SAMs and GAMs orchestrate the strategic value creation process and drive business outcomes for their customers. Sessions will cover managing teams with diverse cultural backgrounds, understanding and outwitting Procurement, using data to bring new value streams to your customer, how to win bigger (and better) deals through upstream certification and specification, and much, much more.

SAM Program Design, Structure and Management

Audience: Head of SAM Programs, Vice Presidents, Chief Sales Officers

Your SAMs don’t work in a vacuum. Without having the right management systems and processes in place to enable them, all the talent in the world won’t make a difference. Learn how the best companies make the business case for SAM, how they structure their SAM program and how they align the strategic account management initiative with their larger corporate objectives. Sessions will cover issues related to internal alignment, executive sponsorship, account selection and deselection, and many other universal SAM challenges.

SAM Talent: Recruiting, Hiring and Retaining Top People

Audience: Senior Management, SAM Program Heads, SAM Managers, HR/Learning & Development

SAMA research shows that nothing influences the success or failure of a strategic account management initiative more than the leadership capabilities of the SAM. Is your organization screening for the right traits, attracting the best candidates, and then enabling your SAMs with the technology, coaching and organizational mettle they need to thrive? Enable your SAM teams by implementing efficient global processes and smart digitalization strategies, and learn to screen for tough-to-train traits that correlate with SAM success. 

Attended by companies such as:

...and many more!

Exceptional networking opportunities

While we had been optimistic about hosting an in-person conference in 2020, the safety of our attendees and staff wouldn’t allow it. So we pooled our 50+ years hosting live conferences, partnered with some amazing technology companies and put on a live, virtual conference featuring more than 30 sessions, keynotes and structured networking. Nine out of 10 attendees rated the content “very good” or “excellent.

Virtual Conference Pricing

Download the 2021 justification letter.

2021Annual Conference
Early-Bird Pricing
(by April 15, 2021)




  Individual           $895                  $1095                $1295         
  Team (4-7) - $25 off $870 $1070 $1270
  Team (8+) - $50 off    $845 $1045 $1245


Conference Pricing

(on or after April 16, 2021)




  Individual           $995                  $1195                $1395         
  Team (4-7) - $25 off  $970 $1170 $1370
  Team (8+) - $50 off $945 $1145 $1345
Buy on demand

ANNOUNCEMENT – A message to our 2020 Annual Conference participants







SAMA’s global audience:

6,000+ members worldwide  /  6,750 email subscribers
10,700+ LinkedIn followers  /  3,600 monthly website visitors

Industry events used to last a day or two. With the switch to virtual, your investment in sponsorship can stretch to infinity.

Today, we can offer more ways than ever to connect with our global community 365 days a year.

Videos     Downloadable documents     Photos     
Chat-demo-meeting requests

Making connections is no longer limited to a set timeframe!

 Podcasts      Webinars      Training      Symposia      Research

At the SAMA Annual Conference, leaders and decision makers come together to learn, network and find ideas to their greatest challenge.

Sponsorship opportunities can include:

  • Virtual booths with:
      - Action items
      - Demo requests
      - Resource downloads
      - Multiple chat features
      - Robust analytics
  • Branded placement packages
  • Gamification
  • Sponsored sessions
  • Year-long exposure

Contact our team to find out more about sponsoring the SAMA virtual Annual Conference and year-round opportunities.

Harvey Dunham
Managing Director of Strategy & Marketing


Linda Carlson
Customer Solutions Operations