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Events Calendar




Aug 5 -
Sept 30

  SAMA Academy - Virtual
  August & September 2020




  Webinar series: 
  Keys to effective strategic
  account planning



Sept 1 -
Nov 22

  SAMA Academy Online: SAM2Win
  Strategic Account Leadership



Sept 29 -
Oct 27

  SAMA Academy Online: E1 -
  Critical skills for strategic account



Oct 5-
Nov 5

  SAMA Academy - Virtual
  October 5-November 5, 2020




  SAMA Virtual Annual Conference
  November 9-11, 2020



COVID-19 UPDATE:  Dear friends: SAMA is at its core a community. That is why at this time of grave uncertainty, the health, well-being and peace-of-mind of all of you is our highest priority. We have made the difficult decision to host all in-person events virtually through the end of 2020.  We will update this page immediately if and when any changes occur.

Virtual events (webinars, online training, etc.) will not be affected and will take place as scheduled. Please bookmark this page for future updates. We are also available to facilitate virtual services for you and your team, including benchmarking, coaching, customized training, and program and individual assessments. In the meantime, be safe, be well, and please know that SAMA will continue to be here for you when you need us.

SAMA conferences

It’s not just what you know but who you know. Gather tools, insights and contacts from the leading minds working B2B. Each year, SAMA’s Annual and Pan-European conferences draw close to 1,000 professionals working at all levels, and in all roles, of the strategic account management organization. Why do they return year in and year out? To gather tools, insights and contacts from the leading minds working in B2B.

Save the date:
SAMA 2021 Annual Conference
May 24-26, 2021
Omni Nashville Hotel | Nashville, TN


2020 SAMA Academies  Download schedule

August 5 - September 30, 2020

  • SAM playbook: Foundational skills for driving superior customer results (CORE 0)
  • Co-creation & quantification of value (CORE 2)
  • Managing the customer relationship and value journey (CORE 4)
  • Critical skills for strategic account managers (E1)
  • SAM2WIN: The interactive online game where SAMs compete for the business of a strategic account (E11)

October 5 - November 5, 2020

  • SAM playbook: Foundational skills for driving superior customer results (CORE 0)
  • Value co-discovery and strategic account planning (CORE 1)
  • Co-creation and quantification of value (CORE 2)
  • Managing the customer journey and relationship management (CORE 4)
  • Leading and managing a multifunctional team (E3)
  • Strategic negotiations: Changing the conversation from price to solution (E5)
  • Coaching to the behaviors that drive effective SAM execution (E10)
  • Strategic thinking for SAM success: Putting "strategic" back in "strategic account management" (E12)
  • Designing and delivering the virtual sales conversation (E13)
  • Monetization of value (E16)



No time for in-person training? SAMA Academy is available online.

SAMA Academy online offers the same proven training, led by the same vaunted experts, as our in-person training. The difference: You control the time and the place. Build the skills to advance your career – when you want, where you want.


Many thanks to SAMA's top-notch providers: