Your company's future depends on its ability to stay one step ahead of the ever-expanding expectations of your most important customers. If you can't, then you can be sure someone else will. And this is why you can't afford to miss a single opportunity to survey the competitive landscape to learn what the best are doing right now to make sure they remain indispensable to their strategic customers.

Join the world's largest community of strategic account managers, SAM program leaders and senior sales executives for three days of networking, keynotes and more than 50 breakout sessions offering ideas, tools and knowledge to help you build and expand your most critical customer relationships.

Register now       Download the brochure



SAM program directors

Strategic/global/key account managers

Account team members

Field sales supporting key customers

Sales & marketing executives

Sr. management (business units & geographies)

Sales support & operations

Sales training & development

Human resources

Chief sales officers




Register today to join the best of the best in San Diego


New this year!

Ask the Expert

Want to get the most out of your 2020 SAMA Conference experience? Do yourself a favor and schedule a customized 30-minute one-one-one discussion with a subject matter expert. Starting a SAM program? Trying to align strategy to needs? Need help with an upcoming customer opportunity or C-suite messaging? Wondering how best to execute a training initiative? Interested in exploring compensation and incentives? Ask the Expert is the perfect way to begin solving immediate issues and to further customize your 2020 SAMA Conference experience. 



There is limited availability!

The 30 minute sessions will be held:
Monday, November 9th – 4:00pm-6:00pm
Tuesday, November 10th – 5:00pm-6:00pm

Registration coming soon



Conference Agenda at a Glance

On Sunday, Nov. 8, the SAMA Annual Conference Registration/Check-in will be open from 4pm to 8pm.
Kick-off the conference by joining us for a SAMA “Happy Hour” from 6pm to 7:30pm.

View the full Conference agenda



Monday, November 9


7:00am-6:00pm:   Registration/Check-in

8:00am-9:00am:   Keynote

9:30am-11:00am:   Concurrent Sessions

11:30am-1:00pm:   Concurrent Sessions

1:00pm-2:30pm:   Networking Lunch

2:30pm-4:00pm:   Concurrent Sessions

4:00pm-6:00pm:   Ask the Expert/Sponsor Meet & Greet/Networking

6:00pm-8:00pm:   Welcome Reception 



Tuesday, November 10


7:00am-6:00pm:   Registration/Check-In

8:00am-10:00am:   Keynote 

10:30am-12:00pm:   Concurrent Sessions

12:00pm-1:30pm:   Networking Lunch

1:30pm-3:00pm:   Concurrent Sessions

3:30pm-5:00pm:   Concurrent Sessions

5:00pm-6:00pm:   Ask the Expert/Sponsor Meet & Greet/Networking

6:00pm-10:00pm:   Networking Dinner Event & Excellence Awards™



Wednesday, November 11


7:00am-2:00pm:   Registration/Check-In

8:00am-9:00am:   SAMA nEXtchange

9:30-11:00am:   Concurrent Sessions

11:30am-1:00pm:   Concurrent Sessions

1:00pm:   Conference Adjourns



Development Tracks

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

Top-rated returning speakers and first-time speakers from new companies!

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.

Hotel del Coronado, Curio Collection by Hilton

A living legend for 130 years, The Del celebrates a rich heritage of being the proud host to celebrities, royalty, U.S. Presidents and beach-loving guests for generations. Built in 1888 by Elisha Babcock, Jr., and Hampton L. Story and designated a National Historic Landmark in 1977, Hotel del Coronado is an American treasure.

SAMA Rate: $265.00 + Tax

Reservation Link: SAMA/Hotel Del Coronado Reservation Link (AC20)

Please Note: The cut-off for reservations is Thursday – October 15, 2020 (5:00 pm Pacific time) OR when the SAMA block of rooms is FULL.

Address: 1500 Orange Ave, Coronado, CA 92118   Phone: +1 619-435-6611



Membership level

Corporate Member

Individual Member






Register now                      Teams Pricing

Need help making the case to attend?

Get your manager on board by downloading and using SAMA's justification letter.  

PDF          .docx

Download the brochure


The Power of Teams

Energize, educate and enable your team to achieve the business outcomes your leadership demands. Today’s teams are geographically diverse and buried in the day-to-day management of their accounts. Bring your team together in San Diego to focus on the elements guaranteed to change the business outcomes of your strategic accounts.

Email for more information or download the current Team pricing and packages.

If you received a promotional price during our after conference sale that is lower than the lowest
team pricing currently available, you will not receive an additional discount.


“SAMA is the ultimate global resource in the convergence of pragmatic thought leadership. From practitioners, consultants and academics, it brings together the best practices and next practices in SAM.”

– Philip R. Styrlund
CEO, The Summit Group

“I learned new concepts from people in different
industries and countries. I also found value in talking with others about their SAM program and how they handle different client and internal issues. I have much to apply to my daily work and account plans.”

– Conference attendee

“Some of the sessions really blew me off my feet…interesting and disruptive ideas you can only find here.”

– Pierre Tabary
Strategic Accounts Management Program VP
Schneider Electric