While the world feels less predictable than ever before, one thing is certain: Your company's fortunes depend on your relationships with your most important customers. That means you need answers on how to swiftly and decisively adapt to their shifting needs and expectations.

As part of our effort to get you answers when you need them (i.e., NOW), we brought together the largest global community dedicated to strategic and key account management at the SAMA virtual global conference in November. With more than 25 sessions, post-session speaker roundtables and customizable one-on-one workshops, it was the SAMA Annual Conference you know and love – only now, fully virtual and accessible to everyone, wherever you are in the world! It's not too late to learn how world-class organizations and the very best strategic account managers are molding their tools, talent, processes and offerings to meet today's highly charged moment.


Development Tracks

SAMA's Annual Conference offers three parallel tracks to help guide your journey and ensure maximum ROI.

We search far and wide for new speakers bringing fresh, innovative ideas from companies who are pushing the envelope with their key customers. As for returning speakers, we only bring back the best of the best. Expect a full slate of new speakers, new companies and new topics to bring you insights and tools to inform your decision making and enhance your most critical customer relationships.

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.

NEW! Expert Exchange

For a limited time as a registered attendee, you have the opprtunity to sign up for one Expert Exchange session to engage with a Virtual SAMA Conference speaker of your choice on a topic of your choice in their area of expertise.* Through these individualized, customizable sessions, you will get the chance to pick the brain of a renowned expert on whatever topic happens to be your most presssing present-day need, challenge or opportunity. You can use this time yourself one-on-one or bring along a small group of colleagues, even if they are not attending the conference! Expert Exchange slots are limited, so make sure to register as early as possible.


*Not all conference speakers are able to participate.



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Annual Conference

  Corporate Member $699
  Individual Member $749
  Non-member $799
Buy on-demand

Special Annual
Conference Bundle!


  Corporate Member $2695
  Individual Member $2895
  Non-member $3095
Purchase the bundle!


Annual Conference

  Corporate Member $2195
  Individual Member $2395
  Non-member $2595
Learn more

  Are you a:

SAM program director

Strategic/global/key account manager

Account team member

Field sales supporting key customer

Sales & marketing executive

Sr. management (business units & geographies)

Sales support & operation

Sales training & development

Human resources

Chief sales officer