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2020 SAMA Annual Conference Schedule

Monday, May 18th  (Tuesday / Wednesday)      Select your sessions

7:00am-8:00am

Breakfast

8:00am-9:00am

Tiffani Bova is the growth and innovation evangelist at Salesforce and the author of the Wall-Street-Journal and 800-CEO-READ (now Porchlight) bestselling book GROWTH IQ: Get Smarter About the Choices that Will Make or Break Your Business. She has appeared on MSNBC, Yahoo Finance and elsewhere, and she has contributed to publications including Harvard Business Review, Forbes, Entrepreneur and Huffington Post. Prior to working with Salesforce, she was a distinguished analyst and research fellow at Gartner, where she earned accolades from the best leaders in the technology world for her cutting-edge analysis and her skill at inventing bold strategies for growth.


9:30-11:00am

Critical Skills for Strategic Account Managers

SAM Talent: Recruiting, Hiring and Retaining Top People

SAM Program Design, Structure and Management


9:30am-11:00am

Level: All audiences

Presenter: Vito Cafagna, Corporate Account Manager, Sonoco, and Adrian Davis, President, Whetstone Inc.

Join us for this interactive session where Adrian Davis, President, Whetstone Inc., interviews Vito Cafagna, Corporate Account Manager, Sonoco, regarding his years of experience as a successful SAM. We’ll explore topics such as selling internally, team alignment, proactively managing your account and avoiding RFPs, rebuilding broken customer relationships, and leveraging executive sponsorship.

We’ll also provide time for you to get your questions answered regarding real-life SAM experiences.

Level: All audiences

Presenter: Simon Croom, Professor of Supply Chain Management, University of San Diego

In our recent study of executive personalities, we found that 1 in 8 middle to senior managers manifested clinically significant levels of psychopathic personality disorder. Whilst we associate psychopathy more often with serial killers than serial entrepreneurs, psychopathy is not always associated with antisocial behaviors. Indeed, charismatic, visionary and compelling oratory skills are common amongst “high functioning” psychopaths. The ability to influence others while often serving their own self-interest is a more common way corporate psychopathy represents. The positive attributes of successful psychopaths will be discussed in this session, but one cannot avoid the caveat that psychopaths start from a position of narcissistic self-interest, and that trumps any corporate, strategic or relational objective. For SAMs the question may well be, “If I am interacting with a psychopath, how do I know; and what are the consequences?” This session will review the traits of psychopaths, the diverse ways male and female psychopaths operate, and provide strategies for working productively with high-functioning psychopaths.

Level: Intermediate/Advanced

Presenter: Dominique Côté, Owner and Founder, Cosawi and Principal, The Summit Group; Kirk Dittmar, Principal, The Summit Group; and panelists

Co-creation is an overused term, whose meaning varies in both the minds of customers and our own organizations. Panelists will share perspectives on what “co-creation” really means and discuss the reality of what it takes to truly drive it with top customers. Examples will be shared of segmentation, engagement strategies and tactics that have worked and those that have not, along with the critical importance of alignment, deep understanding of each others’ capabilities, initiative prioritization and shared commitment to co-creation. We will also share a proven framework for helping ensure the customer and our own organizations are engaged, clear on the business case and willing to create innovative solutions together.

Level: All audiences

Presenter: Dan Kosch, Co-CEO, IMPAX Corporation; Mark Shonka, Co-CEO, IMPAX Corporation

As SAMs, our roles are important, and to do our jobs, we need to interact effectively with people at all levels in our customer’s organization. However, getting to the senior executive level, where the business impact of our solutions can truly be appreciated, remains challenging. We know that in order to sell the value of our solutions, we have to get to people who can understand that value, but that doesn’t make it easy. When we do get to these executives, we have to be so good that we get invited back.

In this session, you will learn how to:

  • Efficiently understand your customer’s business direction and leverage that understanding to gain access to senior-level executives
  • Speak their language and position your solutions in terms of the critical business outcomes they care about
  • Deliver your message in such a customer-focused way that you are perceived as a credible business resource and not a vendor.

Level: All audiences

Presenter: Astrid Uka, Director Strategic Accounts, Microsoft

Digital transformation has changed the game for all enterprises, creating a new landscape where every company transforms to be a digital business. This new era especially affects Microsoft’s strategic accounts, which our CEO Satya Nadella calls the “World Economy.” Forrester predicts that 75 percent of today’s S&P companies won’t be around in 2027. Today, the building blocks are being created for the strategic partnerships of the future. New engagement models and high-performing account teams matter and will define the winners of the next decades. Now is the time to become that strategic partner of choice and increase our agility in meeting our strategic customers’ needs. With this sense of urgency, we are in the middle of reinvigorating our strategic account program - reevaluating our SAM talent, democratizing deep workplace analytics to empower our SAMs, introducing new capabilities with design thinking and stronger global communities, and more. We will share best practices and learnings from our cultural transformation journey in a highly interactive session.

Level: Intermediate/Advanced

Presenter: Friederich Richter, VP Strategy & Innovation, Strategic Customers & Segments, Schneider Electric; Pierre Tabary, Strategic Accounts Management Program VP, Strategic Customers & Segments, Schneider Electric; Kevin Reilly, Head of Global Sales Development, 3M

Is there such a thing as “end of life” or “expiration date” for SAM programs that have existed for many years? Many of these long-existing SAM programs have dramatic life cycles that go from incredible growth and executive support to stagnation and the threat of being dismantled and discarded. SAMA Excellence Award-winning company, Schneider Electric, will describe their 20+ year SAM program journey, specifically how to inject new energy to create even more customer growth.

Level: All audiences

Presenter: Markus Brettschneider, Global Head of Marketing and Sales for Industrial Automation, Group Solutions & Channels, ABB

Meeting the needs of global customers is a challenge. The level of organizational complexity and cultural diversity imposed by the global context makes the coordinated delivery of a global value proposition extremely difficult. These challenges require, especially for larger accounts, a well-orchestrated and strategic approach. The application of individual skills and organizational processes ensure the success. In this session, Markus Brettschneider will provide a detailed look at the critical areas of people, processes and performance in restarting and revitalizing ABB’s global account management program. Critical success factors, best practices and lessons learned will be shared throughout this insightful session.

Level: All audiences

Presenter: Jerry Alderman, CEO, Valkre; Brian Kiep, COO, Valkre

Understanding customer challenges and potential solutions and quantifying potential customer outcomes can be hard! A critical linkage needs to be made here with marketing–practical account-based marketing–to help the SAM by supplying value propositions and value calculators that can be easily downloaded to an account plan for personalization.

Level: All audiences

Presenter: LaVon Koerner, President & Chief Revenue Officer, Revenue Storm; A.J. Novak, Vice President Sales, Servicemaster Restore

Coaching is one of the very few high-powered techniques available to dramatically elevate the performance of the SAM program. However, even coaching will quickly dis sipate in the absence of a disciplined coaching culture.

Coaching cultures don’t just evolve from good intentions; they result from the installation of coaching governance. Behind the scenes, there must be a carefully integrated set of processes, techniques and tools under the custodianship of competency-equipped managers. Without such, a coaching culture will never “catch hold,” and the SAM organization will not be breaking through performance barriers and may not be keeping pace with more aggressive competitors.

Participants in this session will learn how to manage the components of coaching governance, set up processes for an effective coaching culture and understand the mechanics of coaching.

Level: Intermediate/Advanced

Presenter: Michael Thomas, Principal, Magnetic Consulting

The concept of a SAM being the “CEO of their own business” is a frequent idea within mature sales organizations. Senior management may be looking to get more business-driven behaviors from their SAMs. Other times they hope SAMs will act with more entrepreneurial agility, counteracting slow internal process or decision cycles. The question remains: Can, and should, organizations attempt to shift SAMs towards a CEO mindset? If so, how can you get there successfully?

In this three-hour session we explore the motivations behind the concept and the behaviors senior management hopes to drive. We will discuss the ability of SAMs to stretch into a CEO mindset, both through necessary skills as well as the personality-type expectations. Additionally, we’ll look at a framework for helping SAMs gain a basic understanding of the way CEOs might view the world and simple tools for communicating more like senior business leaders and less like account managers.

This will be a highly collaborative session drawing on the many viewpoints and experiences of the session audience as well as the real-world feedback of the presenter. Participants will leave with a better understanding of the root causes behind the idea, the desired behaviors and the practical challenges in addressing this type of transformation at an organizational level.


11:30am-1:00pm

Level: All audiences

Presenter: Simon Croom, Professor of Supply Chain Management, University of San Diego

In our recent study of executive personalities, we found that 1 in 8 middle to senior managers manifested clinically significant levels of psychopathic personality disorder. Whilst we associate psychopathy more often with serial killers than serial entrepreneurs, psychopathy is not always associated with antisocial behaviors. Indeed, charismatic, visionary and compelling oratory skills are common amongst “high functioning” psychopaths. The ability to influence others while often serving their own self-interest is a more common way corporate psychopathy represents. The positive attributes of successful psychopaths will be discussed in this session, but one cannot avoid the caveat that psychopaths start from a position of narcissistic self-interest, and that trumps any corporate, strategic or relational objective. For SAMs the question may well be, “If I am interacting with a psychopath, how do I know; and what are the consequences?” This session will review the traits of psychopaths, the diverse ways male and female psychopaths operate, and provide strategies for working productively with high-functioning psychopaths.

Level: Intermediate/Advanced

Presenter: Jesse Shoff, Key Account Manager, North America, Eriks; Joseph Czaja, Key Account Manager, North America, Eriks

While it’s always important to meet your customer’s expectations, several internal or external factors can put your accounts into a period of decline or your business in jeopardy. Navigating these issues can be problematic and stressful – unless you are prepared. In this session, we will discuss what can cause customer downturn, how to identify disruptions before they occur and tips for creating a strategy to engage the customer to ensure you’re providing what is most important during these difficult times.

Level: All audiences

Presenter: Ron Davis, EVP, Global Head of Customer Management, Zurich Insurance; Lisa Maggiore, Vice President Global Strategic Account Management and Intermediary Group Sales, Hilton Worldwide; John Gardner, President Global Strategic Accounts (retired), Emerson Automation Solutions; Jonathan Hughes, Partner, Vantage Partners

The more knowledgeable SAMs are about the realities of successful negotiation, the more effective they will be in leading their teams in pursuing the right tactics at the right time to achieve the best possible outcome. This session will address myths and realities of negotiation.

We’re all operating in a competitive world where customers have options as to which companies to partner with. Strategic account management aims to deliver differentiated solutions and innovation to customers through closer collaboration. SAMs have to navigate among the key stakeholders at a customer, which includes identifying who they are and determining how to access them. The customer decision-making process can be complicated, and the more you know about the players and their motivations, the better equipped you can be to engage and negotiate with them.

There’s an art and science to creating an effective strategy and tactics, and central to this is understanding how principles of negotiation can work. The panelists in this session will share their experiences and insights on negotiation, lessons learned and best practices to achieve the best outcomes. We’ll also share highlights from recent research completed by Vantage on buying and selling behaviors, as well as negotiation lessons from their work with the U.S. Army and Navy SEALs.

Level: All audiences

Presenter: Adrian Davis, President, Whetstone Inc.

Adrian will take participants through an interactive journey that shows, firsthand, the persuasive power of storytelling in sales. In today’s highly connected world, most buyers have completed 60 percent of the buying decision before contacting a potential vendor. This means that most vendors will be commoditized. SAMs need to understand how to challenge buyers to rethink their perceptions and assumptions without challenging buyer egos. As a result of attending this workshop, participants will have a very clear and practical methodology and a scripted framework to demonstrate their value to customers in a compelling, convincing and memorable way.

Level: All audiences

Presenter: Brandi Greenberg, Managing Director, Advisory Board Research, Advisory Board; Lindsay Conway, Managing Director, Advisory Board Research, Advisory Board

Over the coming year, hospitals and health system leaders will be pushed to answer a dizzying array of questions, from “How do we succeed amid increased margin pressure?” to “What will be the impact of outpatient growth on care delivery?” In many cases, they will turn to their suppliers and service providers for help.

To succeed, SAMs must cultivate deep knowledge of the evolving healthcare market and the emerging priorities of hospital and health system executives. The stakes couldn’t be higher. Due to consolidation, the 100 largest integrated delivery networks (IDNs) now represent more than 50 percent of U.S. inpatient revenues. Every customer interaction matters.

Listen to Advisory Board’s latest analysis of the most important trends reshaping providers’ investment priorities and product evaluation processes.

Participants in this discussion will: 

  • Explore the potential for disruptive innovators (think Amazon or Google) to transform the healthcare industry 
  • Analyze the impact on healthcare delivery and competition of vertically-integrated mega-mergers, such as CVS-Aetna and Optum-HealthCare Partners 
  • Describe the Federal government’s latest efforts to promote value through payment reform 
  • Identify the impact of market changes on IDN purchasing 
  • Unpack margin pressures and threats to the current IDN revenue model, including accelerating payer mix, case mix, and site-of-care shifts 
  • Provide tactics for suppliers and service firms to communicate their value and to partner with IDNs in different in-kind ways

This session will immerse attendees in the world of their hospital and health-system customers and provide valuable perspectives to strengthen client interactions.

Level: All audiences

Presenter: Hajo Rapp, SVP Strategic Account Management & Sales Excellence, TÜV SÜD AG

Innovations need to be sold twice: first to the sales community and then to the customer. This session draws a picture of the specific environment of selling new offerings based on scientific research as well as practical experiences. It will cover complex decision structures and resistance in customer buying centers, fears and resistance within the sales force and the steps that need to be gone.

Based on that transparency we will see and discuss measures for success, the SAM role in executive relations and co-creation, and how SAM can bridge the gap from service development to global sales/commercialization of services across all customer segments.

Level: All audiences

Presenter: Carrie Welles, Partner, 5600 blue; Brian Dietmeyer, CEO, 5600 blue

Digitally enabled buyers are diagnosing their own needs, prescribing their own solutions and are 70 percent through their buying journey before engaging their supplier. Sadly, they also rank their supplier representative ninth out of 10 places they go for insight. Customers are moving through their buying process without your SAM. Yet, year after year, we continue to refresh our same, stale, complicated approach to sales enablement that revolves around sales process when we should be redefining it based on our buyer’s journey instead. In fact, 90 percent of content produced by marketing is not even being used.

This session explores how SAM leaders should think differently about a fresh approach to sales enablement with a focus on the buyer journey. We will share how to develop a roadmap for content and tools that give new buyers a reason to engage with the SAM at every step of their journey. Join us in this practical session to learn a cleaner, more effective and efficient approach to enabling your SAMs.

This session’s objectives are to share a modern approach to buyer-focused content and tools strategy; to understand how to leverage buyer-focused content and tools as competitive weapons one opportunity at a time; and to provide templates to map relevant content for each stage of the buyer journey.

Level: Foundational

Presenter: Jim Ford, Chief Commercial Officer, Solecta & Chairman of the Board, SAMA; Barbara J. Ruhland, Senior Director, Strategic Accounts & Channel Management, US Radiology

Strategic account programs evolved initially in large corporations to handle the growing complexity and changing demands of large, geographically dispersed customers. Today, large and small companies alike are searching for ways to launch SAM programs without massive investments and using them to compete on a global level. Although small companies have several advantages in launching and implementing SAM programs (e.g., structural flexibility, entrepreneurial mindset, speed of change) there are many unique challenges that arise because of their more limited scope and scale (e.g., limited resources).

In this session, learn how companies of all sizes, whether small venture start-ups or divisions within massive conglomerates, can successfully implement SAM into their organizations for growth with their customers. This dynamically structured framework for discussion will foster an open exchange of ideas to best leverage the collective wisdom of the group. Whether you’re a startup or a large multinational, we’ll explore the fundamentals around launching a SAM program in a big or small company.

Level: All audiences

Presenter: Dino Bertani, Executive Director, SAM Excellence, Allergan WORLDWIDE

This session will focus on the establishment of an enterprise-wide KAM/SAM program that seeks the development of strategic relationships across Allergan globally with a limited number of key customers. Dino Bertani will cover how to define, design, develop and deploy a strategic account management program for the purpose of increasing customer influence, meeting evolving customer needs and differentiating to get ahead of the competition.

Level: All audiences

Presenter: David Pyle, SVP Enterprise Dealer Partnerships, Cox Automotive; Gordon Galzerano, Senior Director, Cisco; Phil Styrlund, CEO, The Summit Group; Kirk Dittmar, Principal, The Summit Group

All companies are currently driving, or reacting to, market disruptions. The evolving competitive landscape, along with changing customer expectations, requires new business models in response. So how do we build SAM competencies plus program capabilities that can adapt to new business models, help drive internal transformation and build “agility” into our organizational DNA?

This panel discussion focuses on real-world examples of leading organizations that have been disrupted or have done the disrupting within their vertical industries. Hear strategies for adapting SAM talent and program capabilities to accelerate transformation. The panelists will share their struggles and successes, how they are creating “internal disruption” for the good and moving from permanent justification of SAM toward SAM as a business enabler and accelerator. Practical approaches will be highlighted for winning the head, heart and hands of the organization.

Level: Intermediate/Advanced

Presenter: Michael Thomas, Principal, Magnetic Consulting

The concept of a SAM being the “CEO of their own business” is a frequent idea within mature sales organizations. Senior management may be looking to get more business-driven behaviors from their SAMs. Other times they hope SAMs will act with more entrepreneurial agility, counteracting slow internal process or decision cycles. The question remains: Can, and should, organizations attempt to shift SAMs towards a CEO mindset? If so, how can you get there successfully?

In this three-hour session we explore the motivations behind the concept and the behaviors senior management hopes to drive. We will discuss the ability of SAMs to stretch into a CEO mindset, both through necessary skills as well as the personality-type expectations. Additionally, we’ll look at a framework for helping SAMs gain a basic understanding of the way CEOs might view the world and simple tools for communicating more like senior business leaders and less like account managers.

This will be a highly collaborative session drawing on the many viewpoints and experiences of the session audience as well as the real-world feedback of the presenter. Participants will leave with a better understanding of the root causes behind the idea, the desired behaviors and the practical challenges in addressing this type of transformation at an organizational level.

1:00pm-2:30pm

Networking lunch


9:30-11:00am

Critical Skills for Strategic Account Managers

SAM Talent: Recruiting, Hiring and Retaining Top People

SAM Program Design, Structure and Management


2:30pm-4:00pm

Level: All audiences

Presenter: David Chapnick, Principal, Vantage Partners

SAM success requires you to be seen as a trusted advisor to customers and to engage strategically with senior executives. This requires thinking more broadly, creatively and deeply about business risks and their causes, about opportunities for expansion and innovation, and about the broad and complex business landscape in which your customers operate. This highly interactive workshop provides practical frameworks and tools to enhance SAMs’ abilities to think and operate strategically, build credibility with executives and provide strategic insights to customers.

Level: Intermediate/Advanced

Presenter: Jeff Cochran, Partner and Master Facilitator, Shapiro Negotiations Institute (SNI)

You and your people are under increasing pressure to quickly establish credibility, build lasting business relationships and produce results. To address these challenges, you need specific habits and tools to impact the bottom line. Finding these tools and actually implementing them in the face of fierce competition is not easy. In our interactive breakout session, you will be introduced to a systematic process that will allow you and your team to become more effective, efficient and creative in your negotiations.

Level: All audiences

Presenter: Todd Lenhart, Managing Director, Performance Methods, Inc. (PMI); and customer co-presenters

This session will be initiated by introducing participants to PMI’s Strategic Account Benchmark Tool, after which they will each complete a self-assessment of the current state of their implementation of SAM and their strategic account plan. The session will explore how the four primary SAM impact zones (value, alignment, relationships and growth) must be addressed in both the account planning process and the account plan, and participants will be provided with guidance and best practices from within the SAMA community that have been proven to be effective in driving the account planning process, resulting in a more complete, realistic and actionable account plan. Specific areas of emphasis will be the account planning process, the SAM impact zones, the importance of account team collaboration in building and executing the account plan, gaining customer input into the account planning process (and how to do this), as well as assessing and testing the effectiveness of your account plan and your execution of the account planning process.

Level: All audiences

Presenter: Steve Andersen, President and Founder, Performance Methods, Inc. (PMI); Dino Bertani, Executive Director, Strategic Account Management, Allergan; Markus Brettschneider, Global Head of Marketing and Sales for Industrial Automation, ABB

This session will be a facilitated panel discussion featuring two expert panelists representing pharma/life sciences and manufacturing/technology. Steve Andersen will introduce a tool that PMI has developed from within the SAMA community that provides participants with a model of what great account planning looks like. The session will begin with participants conducting a self-assessment of their own implementations of strategic account planning.  Following this assessment, a discussion will be facilitated using the “Great Account Planning” (GAP) model in which the guest panelists will provide insights regarding:

  • How their organizations have implemented GAP best practices
  • Their experiences and lessons learned in implementing GAP best practices
  • Tips on how to get GAP journeys to be “best in class”
  • Where they’ve seen the highest returns and the most significant challenges in pursuit of GAP

Specific areas of emphasis will include:

  • Culture and leadership to support SAM
  • SAM program infrastructure and organization
  • Internal alignment and team collaboration
  • Growing and leveraging strategic customer relationships
  • Value co-discovery and co-creation
  • SAM metrics, incentives and recognition
  • SAM sponsorship, coaching and adoption

The session will close with participants being challenged to select two GAP categories during which they will proactively seek to drive improvement within their organization and/or account team in 2020.

Level: All audiences

Presenter: Kurt Shaver, Chief Sales Officer & Co-Founder, Vengreso

The Internet has brought about sweeping changes in products (e.g. RING doorbell), services (e.g. Amazon) and business models (e.g. Uber). Have your SAM skills kept pace to compete in the digital economy? Sure, you use email and the web every day, but have you built a strong personal brand online? Have you mastered advanced social selling skills? Are you leveraging personal video to differentiate yourself in a noisy marketplace? Digital sales expert Kurt Shaver will explain the top digital sales strategies for 2020 and how you can capitalize on them.

Level: All audiences

Presenter: Martyn Lewis, Principal, Market-Partners Inc.; Deborah Honea, Director, Sales Strategy and Operations, Sysco Corporation

One of the most dramatic changes we have seen over recent years in the selling/buying equation is how the power has shifted from the seller to the buyer. In today’s information-rich, highly competitive, fast-commoditizing and global world, the buyer is more in control than ever before. This has to change how we view the fundamentals of account management, including the sales process, opportunity management and account planning. No longer is it possible to consider these actions from an internal perspective. We have to change long-standing traditions to now start with an understanding of the specific market’s buying journey and how we wish to engage, support and manage that journey. We have to now look from the outside in and focus our attention on the customer’s buying journey.

In this highly interactive and engaging presentation we will share how account management practices have been impacted at Sysco Corporation by adopting this outside-in perspective.

We will share:

  • How the market’s buying journey was mapped and the insight this delivered
  • How the focus is now being placed on the buying process rather than the sales process
  • New approaches to opportunity management focusing on the buying journey
  • How account planning focuses on the buying journey

The presentation will allow for interaction, sharing of the participants’ own experiences and time for questions/discussion.

Level: All Intermediate/Advanced

Presenter: Gerry Deren, VP Academic Enablement, Siemens Digital Software; Jacques St. Laurent, Business Development Consultant Fellow, Siemens Digital Software

Senior executives are always searching for ways to discover and adopt leading and practical practices, but many are unaware of the value a SAM engagement program can bring or how it can help increase product, manufacturing and/or business competitiveness.

With strategic concerns rising and a constant need to improve innovation and speed while controlling costs, many senior executives use lean principles and annual incremental improvements to optimize their “conventional” design and manufacturing operations, but these principles were born in the 1970s, and the returns are diminishing. In some industries they have plateaued.

Through our work, we observe that incremental improvement is not enough; rather domain skills and professional knowledge of the company and environment has emerged as a transformative “practice” that improves products, manufacturing and business performance in significant gains. We will focus on three areas that can offer new ideas on how to overcome these barriers.

1. This insight (presentation) begins by sharing powerful examples and capitalizing on lessons learned, inspiring program managers to corporate executives to explore the transformative possibilities SAM-driven engagement and programs offer.

2. Next, we pivot to teaching how to recognize and overcome the numerous obstacles preventing the use of SAM programs for real production and programs at scale. We will investigate a new way forward, that is to “industrialize” the programs in order to benefit from their value.

3. We conclude by offering suggestions and lessons learned from a variety of engagements. Ones that have succeeded and how, and ones that failed and why.

Level: All audiences

Presenter: Dennis Chapman, Founder and President, The Chapman Group

In a business world characterized by fierce global competition and account demands, a supplier organization needs strong and well-founded signals that indicate when key objectives are being met or when relationship trouble is on the horizon. One of the costliest outcomes is strategic customer churn. The right SAM metrics can minimize churn. Unfortunately, most SAM programs are evaluated by the sales numbers they post. While sales numbers, usually reflected by historical revenue or in some select cases profitability, are critical measurements, there are additional key relationship performance metrics to consider. These other metrics provide valuable and early insights to the state of the relationship and the probability of achieving or not achieving all customer and supplier objectives. And in many cases, they are indicators for immediate action that can minimize the probability of churn of an important/valuable strategic customer!

Key learnings of this session include:

  • What is a metric-based performance dashboard? 
  • Choices of metrics (lagging and predictive) that provide valuable insights into the state of a relationship and can help deter customer churn
  • How to develop, communicate and measure any metric
  • Launching metrics - what, how, by whom and when? 
  • Challenges associated with any metric-based program

Sample templates will be provided to all participants.

Level: Intermediate/Advanced

Presenter: James Robertson, President, The Summit Group; Dominique Côté, Owner and Founder, Cosawi and Principal, The Summit Group

Congratulations! You’ve just been given charge to lead your company’s SAM program! Where and how do you begin, show results fast and sustain change? Explore a next-practice blueprint and roadmap to accelerate and sustain the impact of new (and revitalized) SAM programs–including lessons learned from leading companies (across industries) as they look back on their SAM journey.

Level: All audiences

Presenter: Lavon Koerner, President & Chief Revenue Officer, Revenue Storm; A.J. Novak, Vice President Sales, Servicemaster Restore

The role of “management” in the title strategic account management is misleading. In today’s velocity-driven marketplace, the role of “leadership” is severely needed. But how does that change the role of account managers? Where do they need to lead, when do they need to lead and how do they need to lead? How does that change the hiring profile of a SAM?

Participants in the session will learn how to redefine their new role in an account, whether they are more of a natural leader or manager, and how to execute their new role. They will also learn to understand their role in creating and capturing demand.

Level: All audiences

Presenter: Kim Moon, Director, Marketplace and Account Management HPT&D, Boehringer Ingelheim Pharmaceuticals Inc.; Malaea Seleski, Associate Director Marketplace & Account Management, Boehringer Ingelheim Pharmaceuticals Inc.

Succession planning is a focused process to keep talent engaged and in the pipeline for future roles. This can ensure you have the right talent ready to step up and step into a role when there is a need. At Boehringer-Ingelheim, we identified that there was a gap in our succession planning process in the account space, which we determined after noticing that a number of strategic roles were being filled from outside of the company. After holding conversations about why we were making these hiring choices, we created an improved “Account EDGE Essentials” (i.e., new hire/new-to-role training and development) as well as a “New Account Leadership Development” program.

The legacy “Account EDGE Essentials” class had been training our account teams in an “old school” manner that did not meet the needs of our strategic customers. A complete overhaul of the process and the amount of time spent in training has resulted in a shorter and more impactful onboarding and training process when a position is filled. The “New Account Leadership Development” program is a 12-month learning journey in both the account and payor spaces. This program highlights opportunities to learn and develop in multiple areas needed to become a strategic account manager. This program aligns to BI’s mission to retain top talent within the organization.

4:00pm-6:00pm

Ask the Expert / Sponsor Meet & Greet / Networking

6:00pm-7pm

Welcome Reception

Tuesday, May 19th  (Monday / Wednesday)      Select your sessions

7:00am-8:00am

Breakfast

8:00am-10:00am

Most companies do not communicate the value of their solutions as effectively as they want to. In this keynote talk, Tim Pollard, CEO of Oratium, will outline the major mistakes being made in sales messaging and demonstrate, using examples, the critical principles that underpin world-class sales message architecture.

 

   Moderator:  Jim Ford, Chief Commercial Officer, Solecta, and Chairman, SAMA Board of Directors;  Panelists:   Harvey Dunham, Managing Director for Strategy, SAMA; Frédéric Kahn, VP Marketing & Sales, Hovione; Francis Gouillart, President, Experience Co-Creation Partnership; Jennifer Stanley, Partner, McKinsey & Co.; Tom Hablitzel, President, Automotive Division, Sherwin-Williams Company; Pierre Tabary, VP of SAM, Strategic, Customers and SegmentsSchneider Electric


9:30-11:00am

Critical Skills for Strategic Account Managers

SAM Talent: Recruiting, Hiring and Retaining Top People

SAM Program Design, Structure and Management


10:30am-12:00pm

Level: All audiences

Presenter: Vito Cafagna, Corporate Account Manager, Sonoco, and Adrian Davis, President, Whetstone Inc.

Join us for this interactive session where Adrian Davis, President, Whetstone Inc., interviews Vito Cafagna, Corporate Account Manager, Sonoco, regarding his years of experience as a successful SAM. We’ll explore topics such as selling internally, team alignment, proactively managing your account and avoiding RFPs, rebuilding broken customer relationships, and leveraging executive sponsorship.

We’ll also provide time for you to get your questions answered regarding real-life SAM experiences.

Level: All audiences

Presenter: Tim Pollard, CEO, Oratium

Effective communication is critical for large organizations globally for everything from engaging and managing people to leading cultural change and growth. When we finally get that elusive executive meeting, we just don’t seem to be able to tell the story as effectively as we’d like. Even when the dreaded PowerPoint slide deck isn’t in view (and it still too often is), messaging is typically confusing, too detailed, too sender-oriented and too focused on “how it works” and insufficiently focused on “why you should care.” Not to mention, messaging and communication are not aligned with how the brain consumes information. 

As a result, win rates and cycle times aren’t where we need them to be. Faced with this underperformance, ironically, most companies look to simply run the sales engine harder rather than fix the true underlying problem of ineffective messaging. 

The good news is that this is a far simpler problem to solve than most people believe. Executive messaging can be created that is tight, crisp, simple, customer-problem-centric – and, most importantly, driven by critical ideas rather than a deluge of fact and data. Effective communication is simpler than you may think. By transforming the design and delivery of the message to align with the brain, you can enhance retention and inspire action to achieve your desired outcome.

Level: Intermediate/Advanced

Presenter: Jesse Shoff, Key Account Manager, North America, Eriks; Joseph Czaja, Key Account Manager, North America, Eriks

While it’s always important to meet your customer’s expectations, several internal or external factors can put your accounts into a period of decline or your business in jeopardy. Navigating these issues can be problematic and stressful – unless you are prepared.  In this session, we will discuss what can cause customer downturn, how to identify disruptions before they occur and tips for creating a strategy to engage the customer to ensure you’re providing what is most important during these difficult times.

Level: All audiences

Presenter: Ron Davis, EVP, Global Head of Customer Management, Zurich Insurance; Lisa Maggiore, Vice President Global Strategic Account Management and Intermediary Group Sales, Hilton Worldwide; John Gardner, President Global Strategic Accounts (retired), Emerson Automation Solutions; Jonathan Hughes, Partner, Vantage Partners

The more knowledgeable SAMs are about the realities of successful negotiation, the more effective they will be in leading their teams in pursuing the right tactics at the right time to achieve the best possible outcome. This session will address myths and realities of negotiation. 

We’re all operating in a competitive world where customers have options as to which companies to partner with. Strategic account management aims to deliver differentiated solutions and innovation to customers through closer collaboration. SAMs have to navigate among the key stakeholders at a customer, which includes identifying who they are and determining how to access them.  The customer decision-making process can be complicated, and the more you know about the players and their motivations, the better equipped you can be to engage and negotiate with them. 

There’s an art and science to creating an effective strategy and tactics, and central to this is understanding how principles of negotiation can work. The panelists in this session will share their experiences and insights on negotiation, lessons learned and best practices to achieve the best outcomes. We’ll also share highlights from recent research completed by Vantage on buying and selling behaviors, as well as negotiation lessons from their work with the U.S. Army and Navy SEALs.

Level: All audiences

Presenter:  Kurt Shaver, Chief Sales Officer & Co-Founder, Vengreso

The Internet has brought about sweeping changes in products (e.g. RING doorbell), services (e.g. Amazon) and business models (e.g. Uber). Have your SAM skills kept pace to compete in the digital economy? Sure, you use email and the web every day, but have you built a strong personal brand online? Have you mastered advanced social selling skills? Are you leveraging personal video to differentiate yourself in a noisy marketplace? Digital sales expert Kurt Shaver will explain the top digital sales strategies for 2020 and how you can capitalize on them.

Level: All audiences

Presenter: Hajo Rapp, SVP Strategic Account Management & Sales Excellence, TÜV SÜD AG

Innovations need to be sold twice: first to the sales community and then to the customer. This session draws a picture of the specific environment of selling new offerings based on scientific research as well as practical experiences. It will cover complex decision structures and resistance in customer buying centers, fears and resistance within the sales force and the steps that need to be gone.

Based on that transparency we will see and discuss measures for success, the SAM role in executive relations and co-creation, and how SAM can bridge the gap from service development to global sales/commercialization of services across all customer segments.

Level: All audiences

Presenter: Alessio Arcando, Professor, Bologna Business School, and Chris Jensen, Director, Customer Solutions and Head of Business Development, SAMA

Whether a company is just beginning to develop a serious account management program or is just trying to revitalize an existing one, all successful programs share common functions. The same building blocks are equally relevant across industries and organizational models. By identifying and implementing these critical functions and processes, an organization can transform its program from an art to a science. With over 75 years of combined experience with SAM/KAM programs at DHL and 3M, presenters Alessio Arcando and Chris Jensen will share their combined experience and SAMA’s best practices for those interested in becoming essential to their company’s most strategic customers.

Level: Advanced

Presenter: Phil Styrlund, CEO, The Summit Group; James Robertson, President, The Summit Group; Dominique Côté, Owner and Founder, Cosawi and Principal, The Summit Group; Kirk Dittmar, Principal, The Summit Group

Strategic customer management is a journey, not a destination. Even companies with formal, highly structured, well-funded and well supported SAM programs will admit that they are just scratching the surface of the potential that is embedded in the strategy. Whether your firm has been evolving its program for many years or you have ramped up your capabilities fast and are already quite sophisticated, this session is designed to focus on the challenges and best practices for programs that are already successful and are striving to become more so. New in 2020, this session is structured to maximize your opportunity to learn from SAMA’s extremely knowledgeable and diverse community of professionals. This dynamically structured framework for discussion will foster an open exchange of ideas to best leverage the collective wisdom of the group.

Level: Foundational

Presenter: Jim Ford, Chief Commercial Officer, Solecta & Chairman of the Board, SAMA; Barbara J. Ruhland, Senior Director, Strategic Accounts & Channel Management, US Radiology

Strategic account programs evolved initially in large corporations to handle the growing complexity and changing demands of large, geographically dispersed customers. Today, large and small companies alike are searching for ways to launch SAM programs without massive investments and using them to compete on a global level. Although small companies have several advantages in launching and implementing SAM programs (e.g., structural flexibility, entrepreneurial mindset, speed of change) there are many unique challenges that arise because of their more limited scope and scale (e.g., limited resources).

In this session, learn how companies of all sizes, whether small venture start-ups or divisions within massive conglomerates, can successfully implement SAM into their organizations for growth with their customers. This dynamically structured framework for discussion will foster an open exchange of ideas to best leverage the collective wisdom of the group. Whether you’re a startup or a large multinational, we’ll explore the fundamentals around launching a SAM program in a big or small company.

Level: All audiences

Presenter: Michael Thomas, Principal, Magnetic Consulting; Harvey Dunham, Managing Director of Strategy and Marketing, SAMA

Healthy sales teams need capable, experienced resources as well as the ability to provide relevant career growth opportunities for their existing staff. It’s no surprise that using SAMs in a “Player/Coach” role is an idea many organizations evaluate. In general, this leverages SAMs beyond their individual account management roles and extends them additional responsibilities across teams, such as business support, deal and opportunity guidance, and peer-coaching duties. The benefits of helping teams scale without added headcount, as well as bringing new professional challenges to experienced SAMs, are obviously attractive. However, there are very real complexities and issues that need to be addressed in order to make these roles successful.

In this facilitated session we will review real-world feedback and examples of how Player/Coach SAMs can be effective additions to sales teams. We will also draw upon the audience’s experiences and inputs to drive honest conversations about the issues and challenges of executing properly so that SAMs are not put in positions where success is unlikely.

Attendees will leave with a better understanding of approaches toward Player/Coach roles that could be applied in their own SAM organizations, best practices for successful alignment and execution, and specific feedback on potential risks and lessons learned to lower risks and improve effectiveness. Ultimately, a better picture will result of creating the right environment for satisfaction and growth for all stakeholders involved in a Player/Coach structured team.

Level: All audiences

Presenter: Tania Lennon, Head of Talent, Assessment and Leadership Expertise, ZS

As part of its ongoing work to understand the drivers of success in SAM, ZS has conducted research to look at the talent success profile of strategic account managers. With account management perceived as the preferred approach to customer engagement by so many companies, companies are keen to understand where they can find SAM talent in order to successfully deliver their model. Using the SAM success profile research, participants will gain new insights about how to attract, develop and retain the best strategic account management talent.

12:00pm-1:30pm

Networking lunch


9:30-11:00am

Critical Skills for Strategic Account Managers

SAM Talent: Recruiting, Hiring and Retaining Top People

SAM Program Design, Structure and Management


1:30pm-3:00pm

Level: All audiences

Presenter: David Chapnick, Principal, Vantage Partners

SAM success requires you to be seen as a trusted advisor to customers and to engage strategically with senior executives. This requires thinking more broadly, creatively and deeply about business risks and their causes, about opportunities for expansion and innovation, and about the broad and complex business landscape in which your customers operate. This highly interactive workshop provides practical frameworks and tools to enhance SAMs’ abilities to think and operate strategically, build credibility with executives and provide strategic insights to customers.

Level: Intermediate/Advanced

Presenter: Jeff Cochran, Partner and Master Facilitator, Shapiro Negotiations Institute (SNI)

You and your people are under increasing pressure to quickly establish credibility, build lasting business relationships and produce results. To address these challenges, you need specific habits and tools to impact the bottom line. Finding these tools and actually implementing them in the face of fierce competition is not easy. In our interactive breakout session, you will be introduced to a systematic process that will allow you and your team to become more effective, efficient and creative in your negotiations.

Level: All audiences

Presenter: Tim Riesterer, Chief Strategy Officer, Corporate Visions, Inc.

The vast majority of sales and marketing resources are spent on demand generation and customer acquisition. But winning the sale is only the beginning of what could be a long and lucrative customer relationship. In fact, analysts estimate that existing customers represent 70-80 percent of company revenue and profits. Yet, less than half of B2B companies develop tailored messages for selling situations like renewing your customers, communicating price increases, convincing your customers to expand and regaining trust after a service failure.

Tim Riesterer, Chief Strategy Officer at Corporate Visions, will share new, original research into what motivates your existing customers to buy. He will also reveal rigorously tested messaging techniques that are proven to win more renewals and upsells, strengthen customer loyalty and ensure you consistently crush your quota.

Level: Intermediate/Advanced

Presenter: Dominique Côté, Owner and Founder, Cosawi and Principal, The Summit Group; Kirk Dittmar, Principal, The Summit Group; and panelists

Co-creation is an overused term, whose meaning varies in both the minds of customers and our own organizations. Panelists will share perspectives on what “co-creation” really means and discuss the reality of what it takes to truly drive it with top customers. Examples will be shared of segmentation, engagement strategies and tactics that have worked and those that have not, along with the critical importance of alignment, deep understanding of each others’ capabilities, initiative prioritization and shared commitment to co-creation. We will also share a proven framework for helping ensure the customer and our own organizations are engaged, clear on the business case and willing to create innovative solutions together.

Level: All audiences

Presenter: Ed Wallace, President, AchieveNEXT; Doug Dorn, Director, National Accounts, SAF Holland

This session focuses on how to distinguish yourself as a business person with your key accounts in a repeatable, immediately actionable way. This approach is utilized by SAF Holland, a manufacturer that continually exceeds performance expectations, to support both new and experienced SAMs as they seek to expand customer relationships wide and deep within accounts. The concepts, tools and processes are based on the critically acclaimed book Business Relationships That Last by Ed Wallace and validated through SAF’s insights and real experiences.

Focus areas include:

  • What does Relevance look like?
  • A competitor-proof approach
  • How SAF Holland applies the Relational Ladder® to eliminate guesswork during each step of the business-relationship-advancement process
  • Locating Relational GPS to “think customer first”
  • Pre-call plan with targeted conversations
  • Build trust by engaging on mutual customers
  • Invest time by conducting “pivotal conversations” to create relevant meaningful dialogue

A business case from SAF’s national account management leader Doug Dorn will be utilized to demonstrate each step above.

Level: All audiences

Presenter: Astrid Uka, Director Strategic Accounts, Microsoft

Digital transformation has changed the game for all enterprises, creating a new landscape where every company transforms to be a digital business. This new era especially affects Microsoft’s strategic accounts, which our CEO Satya Nadella calls the “World Economy.” Forrester predicts that 75 percent of today’s S&P companies won’t be around in 2027. Today, the building blocks are being created for the strategic partnerships of the future. New engagement models and high-performing account teams matter and will define the winners of the next decades. Now is the time to become that strategic partner of choice and increase our agility in meeting our strategic customers’ needs. With this sense of urgency, we are in the middle of reinvigorating our strategic account program - reevaluating our SAM talent, democratizing deep workplace analytics to empower our SAMs, introducing new capabilities with design thinking and stronger global communities, and more. We will share best practices and learnings from our cultural transformation journey in a highly interactive session.

Level: All audiences

Presenter: Alexander Kotschi, Vice President Account Management Power Utilities, Siemens AG

Siemens has developed account management by verticals from around the year 2000. In the year 2010, account management by verticals was applied globally to power utility customers.

At that time power utilities already were facing a rising rate of change in their respective markets, along their entire value chain from generation through transmission and distribution. The guiding idea was to accompany key power utility customers as close as possible on that interesting journey. Trends in decarbonization, decentralization and digitalization impose challenges on both sides, customers and suppliers, but also create huge chances for new joint opportunities. An even closer collaboration and partnering driven by SAM was expected to provide massive benefits for both sides.

This session will talk about critical-to-win topics like not only program setup, top management support, talent selection, team setup, training, target setting and tools but also motivational challenges, especially in the first phases.

Level: All audiences

Presenter: Martyn Lewis, Principal, Market-Partners Inc.; Deborah Honea, Director, Sales Strategy and Operations, Sysco Corporation

One of the most dramatic changes we have seen over recent years in the selling/buying equation is how the power has shifted from the seller to the buyer. In today’s information-rich, highly competitive, fast-commoditizing and global world, the buyer is more in control than ever before. This has to change how we view the fundamentals of account management, including the sales process, opportunity management and account planning. No longer is it possible to consider these actions from an internal perspective. We have to change long-standing traditions to now start with an understanding of the specific market’s buying journey and how we wish to engage, support and manage that journey. We have to now look from the outside in and focus our attention on the customer’s buying journey.

In this highly interactive and engaging presentation we will share how account management practices have been impacted at Sysco Corporation by adopting this outside-in perspective.

We will share:

  • How the market’s buying journey was mapped and the insight this delivered
  • How the focus is now being placed on the buying process rather than the sales process
  • New approaches to opportunity management focusing on the buying journey
  • How account planning focuses on the buying journey

The presentation will allow for interaction, sharing of the participants’ own experiences and time for questions/discussion.

Level: All audiences

Presenter: Dennis Chapman, Founder and President, The Chapman Group

SAM teams and their organizations need a roadmap to guide their SAM programs and related internal/external efforts. A SAM playbook is that definitive roadmap that transforms concepts into action. Historically, SAM teams and programs have participated in what might be referred to as spot training: training that addresses a specific need, e.g. planning, getting to the C-suite, delivering value. These trainings often do not institutionalize SAM practices across the organization.

How do we align our entire organization with that of our customers on our overall SAM program to enable optimum mutual goal achievement? The SAM playbook is that resource to draw upon to enable an organization to effectively socialize, adopt and execute the right cadence of activities within your SAM system. It serves as the resource for becoming a more customer-centric organization. The playbook begins the journey of becoming “best-in-class”–separating your SAM program from other like suppliers.

Key learning points will include:

  • The critical components of a SAM playbook
  • The value and utilization of this resource – how to operationalize your SAM program
  • Recommendations for socializing your SAM program; gaining executive support and alignment
  • A SAM charter document
  • Sample playbooks with case studies of their use within an organization
  • What to do and not to do when creating and launching a playbook

Level: All audiences

Presenter: Lavon Koerner, President & Chief Revenue Officer, Revenue Storm; A.J. Novak, Vice President Sales, Servicemaster Restore

The role of “management” in the title strategic account management is misleading. In today’s velocity-driven marketplace, the role of “leadership” is severely needed. But how does that change the role of account managers? Where do they need to lead, when do they need to lead and how do they need to lead? How does that change the hiring profile of a SAM?

Participants in the session will learn how to redefine their new role in an account, whether they are more of a natural leader or manager, and how to execute their new role. They will also learn to understand their role in creating and capturing demand.


3:30pm-5:00pm

Level: All audiences

Presenter: Steve Andersen, President and Founder, Performance Methods, Inc. (PMI); Dino Bertani, Executive Director, Strategic Account Management, Allergan; Markus Brettschneider, Global Head of Marketing and Sales for Industrial Automation, ABB

This session will be a facilitated panel discussion featuring two expert panelists representing pharma/life sciences and manufacturing/technology. Steve Andersen will introduce a tool that PMI has developed from within the SAMA community that provides participants with a model of what great account planning looks like. The session will begin with participants conducting a self-assessment of their own implementations of strategic account planning.  Following this assessment, a discussion will be facilitated using the “Great Account Planning” (GAP) model in which the guest panelists will provide insights regarding:

  • How their organizations have implemented GAP best practices
  • Their experiences and lessons learned in implementing GAP best practices
  • Tips on how to get GAP journeys to be “best in class”
  • Where they’ve seen the highest returns and the most significant challenges in pursuit of GAP

Specific areas of emphasis will include:

  • Culture and leadership to support SAM
  • SAM program infrastructure and organization
  • Internal alignment and team collaboration
  • Growing and leveraging strategic customer relationships
  • Value co-discovery and co-creation
  • SAM metrics, incentives and recognition
  • SAM sponsorship, coaching and adoption

The session will close with participants being challenged to select two GAP categories during which they will proactively seek to drive improvement within their organization and/or account team in 2020.

Level: All audiences

Presenter: Ed Wallace, President, AchieveNEXT; Doug Dorn, Director, National Accounts, SAF Holland

This session focuses on how to distinguish yourself as a business person with your key accounts in a repeatable, immediately actionable way.  This approach is utilized by SAF Holland, a manufacturer that continually exceeds performance expectations, to support both new and experienced SAMs as they seek to expand customer relationships wide and deep within accounts. The concepts, tools and processes are based on the critically acclaimed book Business Relationships That Last by Ed Wallace and validated through SAF’s insights and real experiences. 

Focus areas include:

  • What does Relevance look like?
  • A competitor-proof approach
  • How SAF Holland applies the Relational Ladder® to eliminate guesswork during each step of the business-relationship-advancement process
  • Locating Relational GPS to “think customer first” 
  • Pre-call plan with targeted conversations
  • Build trust by engaging on mutual customers
  • Invest time by conducting “pivotal conversations” to create relevant meaningful dialogue

A business case from SAF’s national account management leader Doug Dorn will be utilized to demonstrate each step above.

Level: All audiences

Presenter: Ron Hubsher, Managing Director, Sales Optimization Group; Stephanie Grimm, Strategic Account Executive, Constellation Energy

SAMs everywhere face some of the same key challenges and one key question. How do I deliver value and command price premiums while our products and services become indistinguishable from each other and our customers try to commoditize us?

As a provider of energy to commercial users Constellation Energy found itself continually confined to the commodity box. They needed to take bold action to change that perception and become an invaluable asset to their strategic accounts and an indispensable driver of success.

This session breaks down the SAM skills and process that Constellation Energy uses to avoid and escape the commodity trap.These skills should be invaluable to any SAM facing stiff competition from competitors.

You will learn how to:

  • Escape the commoditization trap even if your products lack differentiation
  • Command price premiums
  • Become an indispensable driver of success and an invaluable asset to their Strategic Accounts
  • Get immediate measurable results

Participants will learn strategies and skills they can use and implement immediately to break out of the commoditization trap, become an invaluable asset to their strategic accounts and drive immediate, measurable and sustainable results.

Level: All audiences

Presenter: Stephen Timme, President and Founder, Finlistics Solutions

This session will explore the changing buying landscape, including the added complexity of more stakeholders in a deal than ever before; buyers who are smarter than ever and engage with sellers later in the buying journey; how companies are managing through digital transformation; and the impact of cloud on the buying journey/commoditization of products and services. Buying executives believe that sellers don’t understand their business and that 92 percent of sales calls are ineffective. This new buying environment impacts all sales organizations, and the ones that manage through this change will outperform those that don’t. The basis of this session is to highlight that if, as a SAM, you’re responsible for asking clients to spend money with you, then it’s your professional responsibility to understand how your client makes and spends money — and what’s most important to them.

We will provide a short case study (industry TBD, but we typically use Target or Whole Foods) to help SAMs understand how to quickly evaluate business performance and areas of opportunity to pursue. We will weave in how to uncover corporate goals and how different executives are responsible for achieving the goals, how they’re measured and executive compensation associated with performance. SAMs will explore how their solutions impact client performance and begin to craft client-specific value statements to share.

The overall objectives of this session are to understand the fundamentals of financial performance, identify client goals and strategies, and how your solution can impact these and to learn how different buyers are measured on performance and how to pivot your conversation to speak the client’s language.

Level: All audiences

Presenter: Craig Jones, Managing Director, Performance Methods, Inc.; David M. Crow, Managing Director, Pershing LLC, a BNY Mellon Company; additional panelists TBD

This session will be a facilitated panel discussion featuring expert panelists representing various industries to discuss why, how and when to engage the customer in the account planning process. 

Participants will gain insights and learn proven best practices from the panelists specifically focused on: 

  • Determining the appropriate resources to prepare for collaborative account planning with your customer
  • Identifying and prioritizing potential target areas with your customer for mutual value co-creation
  • Brainstorming and strategizing to determine the best approach to drive mutual value co-creation with your customer
  • Developing and executing action plans to pursue targets for mutual value co-creation and account growth
  • Assessing and measuring progress based on mutually agreed upon metrics and success criteria

Craig Jones will facilitate the discussion and introduce an approach developed within the SAMA community to collaborate and drive customer engagement with the account planning process. Participants will have the opportunity to assess their own engagement of customers and determine the ideal fit for account selection in the collaborative planning process.

Participants will have the opportunity to assess their own engagement of customers and determine the ideal fit for account selection in the collaborative planning process.

Level: All audiences

Presenter: Carrie Welles, Partner, 5600 blue; Brian Dietmeyer, CEO, 5600 blue

Digitally enabled buyers are diagnosing their own needs, prescribing their own solutions and are 70 percent through their buying journey before engaging their supplier. Sadly, they also rank their supplier representative ninth out of 10 places they go for insight. Customers are moving through their buying process without your SAM. Yet, year after year, we continue to refresh our same, stale, complicated approach to sales enablement that revolves around sales process when we should be redefining it based on our buyer’s journey instead. In fact, 90 percent of content produced by marketing is not even being used.

This session explores how SAM leaders should think differently about a fresh approach to sales enablement with a focus on the buyer journey. We will share how to develop a roadmap for content and tools that give new buyers a reason to engage with the SAM at every step of their journey. Join us in this practical session to learn a cleaner, more effective and efficient approach to enabling your SAMs.

This session’s objectives are to share a modern approach to buyer-focused content and tools strategy; to understand how to leverage buyer-focused content and tools as competitive weapons one opportunity at a time; and to provide templates to map relevant content for each stage of the buyer journey.

Level: All audiences

Presenter: Mike Moorman, SAM Practice Area Leader, ZS Associates; Mariels Winhoffer, Vice President Global Sales Transformation, IBM; Hajo Rapp, SVP for Strategic Account Management and Sales Excellence, TÜV SÜD AG

For many organizations, internal misalignment is the chief barrier to SAM program impact.  Successful strategic account management must be approached as an organization-wide business strategy, not as a “role” or as a “sales” initiative.  A strategic and cross-functional approach to organization design is critical to breaking down silos and to enabling the organization-wide execution exemplified by leading SAM programs.

In this session, attendees will gain important insights into the following:

  • The different SAM organization design archetypes and what to consider when choosing between then
  • Organization design approaches to increase clarity, coordination, collaboration and support across functions, BUs and customer-facing roles
  • Lessons learned from leading practitioners

Level: All audiences

Presenter: Kevin Reilly, Head of Global Sales Development, 3M

Marketing and sales teams are under increasing pressures to align to customer and corporate expectations, while ensuring that revenue targets are being achieved, if not exceeded. ABM (account based marketing) has been an approach that establishes a direct partnership with marketing and sales teams and brought impactful results to strategic account management growth. In this session, you will learn how 3M has leveraged ABM by combining insights, alignment, classification and personalization and, in turn, moved beyond traditional lead management approaches, to become more effective, efficient and calculated with its most important customers.

Level: All audiences

Presenter: Kim Moon, Director, Marketplace and Account Management HPT&D, Boehringer Ingelheim Pharmaceuticals Inc.; Malaea Seleski, Associate Director Marketplace & Account Management, Boehringer Ingelheim Pharmaceuticals Inc.

Succession planning is a focused process to keep talent engaged and in the pipeline for future roles. This can ensure you have the right talent ready to step up and step into a role when there is a need. At Boehringer-Ingelheim, we identified that there was a gap in our succession planning process in the account space, which we determined after noticing that a number of strategic roles were being filled from outside of the company. After holding conversations about why we were making these hiring choices, we created an improved “Account EDGE Essentials” (i.e., new hire/new-to-role training and development) as well as a “New Account Leadership Development” program.

The legacy “Account EDGE Essentials” class had been training our account teams in an “old school” manner that did not meet the needs of our strategic customers. A complete overhaul of the process and the amount of time spent in training has resulted in a shorter and more impactful onboarding and training process when a position is filled. The “New Account Leadership Development” program is a 12-month learning journey in both the account and payor spaces. This program highlights opportunities to learn and develop in multiple areas needed to become a strategic account manager. This program aligns to BI’s mission to retain top talent within the organization.

Level: All audiences

Presenter: Lisa Brooks-Greaux, Principal & Founder, SYNC WORLDWIDE

Once upon a time, the phrase diversity and inclusion was perceived as simply a moral imperative versus the strategic, competitive advantage it is today. Companies have begun to realize that gender, ethnic, race and age diversity can help them innovate faster, and is also a tool for talent acquisition and retention. The statistics on the benefits for diversity are staggering, as is the case for business disruption. The analysis found a statistically significant relationship between a more diverse leadership team and better financial performance. The companies in the top quartile of gender diversity were 15 percent more likely to have financial returns that were above their national industry median. Companies in the top quartile of racial/ethnic diversity were 35 percent more likely to have financial returns above their national industry median. Imagine how much more innovative and financially profitable our SAM teams could be by levering diversity and inclusion. How’s that for the business case for diversity!

5:00pm-6:00pm

Ask the Expert / Sponsor Meet & Greet / Networking

6:00pm-10:00pm

Networking Dinner Event & SAMA Excellence Awards™

Wednesday, May 20th  (Monday / Tuesday)      Select your sessions

7:00am-8:00am

Breakfast

8:00am-9:00am

I’m ssssorry…Why are two little words so hard to utter—especially in a business setting? While most B2B apologies address non-life-threatening service lapses, a poorly handled failure could prove fatal to your business. Not only do you risk losing the customer you’ve wronged, if they share their dissatisfaction across their network they can negatively influence others’ opinions. Oddly enough, though it’s the misfires that garner the headlines, the positive benefits of a well-executed recovery can be even more profound. Handling a customer crisis the right way can not only rescue the relationship but advance it to an even higher level.

It’s a scientific theory called the Service Recovery Paradox, or SRP: a situation in which the customer thinks more highly of you after you’ve corrected a problem than if they’d never had the bad experience to begin with. In this short keynote you’ll learn a tested, proven framework for apologizing for a service failure in a way that maximizes your chances of increasing customer satisfaction and loyalty moving forward.

 

Everyone knows that the margin for error with customers is razor thin. So why do so many SAMs take chances with the single most important, controllable aspect of the sales process — the ability to launch and advance profitable customer relationships? Best-selling author and critically acclaimed sales trainer Ed Wallace, who founded and has sold two successful businesses based on nothing more than the strength of his relationships, reveals three simple secrets to creating high-performing strategic accounts. Using endearing, real-life stories that changed his life and led to his success, Ed will share these secrets in ways that the audience can use immediately to impact their key relationships and performance objectives. This is a talk you will not want to miss.


9:30-11:00am

Critical Skills for Strategic Account Managers

SAM Talent: Recruiting, Hiring and Retaining Top People

SAM Program Design, Structure and Management


9:30am-11:00am

Level: All audiences

Presenter: Tim Riesterer, Chief Strategy Officer, Corporate Visions, Inc.

The vast majority of sales and marketing resources are spent on demand generation and customer acquisition. But winning the sale is only the beginning of what could be a long and lucrative customer relationship. In fact, analysts estimate that existing customers represent 70-80 percent of company revenue and profits. Yet, less than half of B2B companies develop tailored messages for selling situations like renewing your customers, communicating price increases, convincing your customers to expand and regaining trust after a service failure.

Tim Riesterer, Chief Strategy Officer at Corporate Visions, will share new, original research into what motivates your existing customers to buy. He will also reveal rigorously tested messaging techniques that are proven to win more renewals and upsells, strengthen customer loyalty and ensure you consistently crush your quota.

Level: All audiences

Presenter: Adrian Davis, President, Whetstone Inc.

Adrian will take participants through an interactive journey that shows, firsthand, the persuasive power of storytelling in sales. In today’s highly connected world, most buyers have completed 60 percent of the buying decision before contacting a potential vendor. This means that most vendors will be commoditized. SAMs need to understand how to challenge buyers to rethink their perceptions and assumptions without challenging buyer egos. As a result of attending this workshop, participants will have a very clear and practical methodology and a scripted framework to demonstrate their value to customers in a compelling, convincing and memorable way.

Level: All audiences

Presenter: Brandi Greenberg, Managing Director, Advisory Board Research, Advisory Board; Lindsay Conway, Managing Director, Advisory Board Research, Advisory Board

Over the coming year, hospitals and health system leaders will be pushed to answer a dizzying array of questions, from “How do we succeed amid increased margin pressure?” to “What will be the impact of outpatient growth on care delivery?” In many cases, they will turn to their suppliers and service providers for help.

To succeed, SAMs must cultivate deep knowledge of the evolving healthcare market and the emerging priorities of hospital and health system executives. The stakes couldn’t be higher. Due to consolidation, the 100 largest integrated delivery networks (IDNs) now represent more than 50 percent of U.S. inpatient revenues. Every customer interaction matters.

Listen to Advisory Board’s latest analysis of the most important trends reshaping providers’ investment priorities and product evaluation processes. 

Participants in this discussion will:

  • Explore the potential for disruptive innovators (think Amazon or Google) to transform the healthcare industry
  • Analyze the impact on healthcare delivery and competition of vertically-integrated mega-mergers, such as CVS-Aetna and Optum-HealthCare Partners 
  • Describe the Federal government’s latest efforts to promote value through payment reform
  • Identify the impact of market changes on IDN purchasing
  • Unpack margin pressures and threats to the current IDN revenue model, including accelerating payer mix, case mix, and site-of-care shifts
  • Provide tactics for suppliers and service firms to communicate their value and to partner with IDNs in different in-kind ways

This session will immerse attendees in the world of their hospital and health-system customers and provide valuable perspectives to strengthen client interactions.

Level: All audiences

Presenter: Craig Jones, Managing Director, Performance Methods, Inc.; David M. Crow, Managing Director, Pershing LLC, a BNY Mellon Company; additional panelists TBD

This session will be a facilitated panel discussion featuring expert panelists representing various industries to discuss why, how and when to engage the customer in the account planning process. 

  • Participants will gain insights and learn proven best practices from the panelists specifically focused on: 
  • Determining the appropriate resources to prepare for collaborative account planning with your customer
  • Identifying and prioritizing potential target areas with your customer for mutual value co-creation
  • Brainstorming and strategizing to determine the best approach to drive mutual value co-creation with your customer
  • Developing and executing action plans to pursue targets for mutual value co-creation and account growth
  • Assessing and measuring progress based on mutually agreed upon metrics and success criteria

Craig Jones will facilitate the discussion and introduce an approach developed within the SAMA community to collaborate and drive customer engagement with the account planning process. 

Participants will have the opportunity to assess their own engagement of customers and determine the ideal fit for account selection in the collaborative planning process.

Level: All audiences

Presenter: Alessio Arcando, Professor, Bologna Business School; Chris Jensen, Director, Customer Solutions and Head of Business Development, SAMA

Whether a company is just beginning to develop a serious account management program or is just trying to revitalize an existing one, all successful programs share common functions. The same building blocks are equally relevant across industries and organizational models. By identifying and implementing these critical functions and processes, an organization can transform its program from an art to a science. With over 75 years of combined experience with SAM/KAM programs at DHL and 3M, presenters Alessio Arcando and Chris Jensen will share their combined experience and SAMA’s best practices for those interested in becoming essential to their company’s most strategic customers.

Level: Intermediate/Advanced

Presenter: Dominique Côté, Owner and Founder, Cosawi and Principal, The Summit Group; Kirk Dittmar, Principal, The Summit Group; Max Walker, Director, Strategic Account Management, CVG EMEA, Medtronic; Harold Aubry, Sales Enablement, Rockwell Automation

Much has been said about the challenges and values of building global centers of excellence for key account management (KAM) and strategic account management (SAM) as a strategic operational group within organizations.

Each year, SAMA issues awards for mature SAM programs and young SAM programs. One thing every winning company has in common is they all had an established centralized programming office, or Center of Excellence (COE). A coincidence? We think not.

Establishing a COE is the key success factor for implementing an effective strategic selling and strategic account management approach. Despite this fact, only 10 percent of SAMA member companies have a COE, let alone an effective one. With such a clear business opportunity, it is time to take a closer look at COEs, i.e., their challenges, benefits and key characteristics for SAM impact and success.

Level: All audiences

Presenter: Jerry Alderman, CEO, Valkre; Brian Kiep, COO, Valkre

Understanding customer challenges and potential solutions and quantifying potential customer outcomes can be hard! A critical linkage needs to be made here with marketing–practical account-based marketing–to help the SAM by supplying value propositions and value calculators that can be easily downloaded to an account plan for personalization.

Level: All audiences

Presenter: Dino Bertani, Executive Director, SAM Excellence, Allergan WORLDWIDE

This session will focus on the establishment of an enterprise-wide KAM/SAM program that seeks the development of strategic relationships across Allergan globally with a limited number of key customers. Dino Bertani will cover how to define, design, develop and deploy a strategic account management program for the purpose of increasing customer influence, meeting evolving customer needs and differentiating to get ahead of the competition.

Level: All audiences

Presenter: Lavon Koerner, President & Chief Revenue Officer, Revenue Storm; A.J. Novak, Vice President Sales, Servicemaster Restore

Coaching is one of the very few high-powered techniques available to dramatically elevate the performance of the SAM program. However, even coaching will quickly dis sipate in the absence of a disciplined coaching culture.

Coaching cultures don’t just evolve from good intentions; they result from the installation of coaching governance. Behind the scenes, there must be a carefully integrated set of processes, techniques and tools under the custodianship of competency-equipped managers. Without such, a coaching culture will never “catch hold,” and the SAM organization will not be breaking through performance barriers and may not be keeping pace with more aggressive competitors.

Participants in this session will learn how to manage the components of coaching governance, set up processes for an effective coaching culture and understand the mechanics of coaching.

Level: All audiences

Presenter: Tania Lennon, Head of Talent, Assessment and Leadership Expertise, ZS

As part of its ongoing work to understand the drivers of success in SAM, ZS has conducted research to look at the talent success profile of strategic account managers. With account management perceived as the preferred approach to customer engagement by so many companies, companies are keen to understand where they can find SAM talent in order to successfully deliver their model. Using the SAM success profile research, participants will gain new insights about how to attract, develop and retain the best strategic account management talent.


11:30am-1:00pm

Level: All audiences

Presenter: Stephen Timme, President and Founder, Finlistics Solutions

This session will explore the changing buying landscape, including the added complexity of more stakeholders in a deal than ever before; buyers who are smarter than ever and engage with sellers later in the buying journey; how companies are managing through digital transformation; and the impact of cloud on the buying journey/commoditization of products and services. Buying executives believe that sellers don’t understand their business and that 92 percent of sales calls are ineffective. This new buying environment impacts all sales organizations, and the ones that manage through this change will outperform those that don’t.

The basis of this session is to highlight that if, as a SAM, you’re responsible for asking clients to spend money with you, then it’s your professional responsibility to understand how your client makes and spends money — and what’s most important to them.

We will provide a short case study (industry TBD, but we typically use Target or Whole Foods) to help SAMs understand how to quickly evaluate business performance and areas of opportunity to pursue. We will weave in how to uncover corporate goals and how different executives are responsible for achieving the goals, how they’re measured and executive compensation associated with performance. SAMs will explore how their solutions impact client performance and begin to craft client-specific value statements to share.

The overall objectives of this session are to understand the fundamentals of financial performance, identify client goals and strategies, and how your solution can impact these and to learn how different buyers are measured on performance and how to pivot your conversation to speak the client’s language.

Level: Advanced

Presenter: Phil Styrlund, CEO, The Summit Group; James Robertson, President, The Summit Group; Dominique Côté, Owner and Founder, Cosawi and Principal, The Summit Group; Kirk Dittmar, Principal, The Summit Group

Strategic customer management is a journey, not a destination. Even companies with formal, highly structured, well-funded and well supported SAM programs will admit that they are just scratching the surface of the potential that is embedded in the strategy. Whether your firm has been evolving its program for many years or you have ramped up your capabilities fast and are already quite sophisticated, this session is designed to focus on the challenges and best practices for programs that are already successful and are striving to become more so. New in 2020, this session is structured to maximize your opportunity to learn from SAMA’s extremely knowledgeable and diverse community of professionals. This dynamically structured framework for discussion will foster an open exchange of ideas to best leverage the collective wisdom of the group.

Level: Intermediate/Advanced

Presenter: Friederich Richter, VP Strategy & Innovation, Strategic Customers & Segments, Schneider Electric; Pierre Tabary, Strategic Accounts Management Program VP, Strategic Customers & Segments, Schneider Electric; Kevin Reilly, Head of Global Sales Development, 3M

Is there such a thing as “end of life” or “expiration date” for SAM programs that have existed for many years? Many of these long-existing SAM programs have dramatic life cycles that go from incredible growth and executive support to stagnation and the threat of being dismantled and discarded. SAMA Excellence Award-winning company, Schneider Electric, will describe their 20+ year SAM program journey, specifically how to inject new energy to create even more customer growth.

Level: Intermediate/Advanced

Presenter: James Robertson, President, The Summit Group; Dominique Côté, Owner and Founder, Cosawi and Principal, The Summit Group

Congratulations! You’ve just been given charge to lead your company’s SAM program! Where and how do you begin, show results fast and sustain change? Explore a next-practice blueprint and roadmap to accelerate and sustain the impact of new (and revitalized) SAM programs–including lessons learned from leading companies (across industries) as they look back on their SAM journey.

Level: Intermediate/Advanced

Presenter: Robert F. Box, Management Partner, Mercuri International; Sanchita Sur, CEO, Emplay

This session covers the practical application of data-driven sales diagnostic analysis to support SAMs in account selection, opportunity management and SAM development. The session will include case studies of how artificial intelligence is already impacting the SAM function and how it can be leveraged.

Level: All audiences

Presenter: Jane McGinty, Manager IAF Strategic Accounts, Donaldson Company, Inc.; and Chris Pirotte, Global Relationship Executive, Donaldson Company, Inc.

Join us as we share our best practices and lessons learned during our first three-years in our SAM journey. This session will cover 3 primary topics: 1- Program Foundation: How we built/continue building our global strategic account program, 2- Successes & Challenges, 3- Future Vision. Practical tools aligned with the 7-Step Strategic Account Process will be shared, as well as various change management techniques used to effectively influence without authority.

Level: All audiences

Presenter: Dan Kosch, Co-CEO, IMPAX Corporation; Mark Shonka, Co-CEO, IMPAX Corporation

The role of a strategic account manager is complex, and there are many priorities vying for their time, attention and expertise. They need support and coaching to maximize their effectiveness and impact. Although this coaching can be done by many in our organizations, not everyone is equipped to provide the level of coaching necessary. This session is designed to provide these coaches with insights and strategies they can use to improve their ability to support your SAMs.

In this session, you will learn about:

  • Optimal opportunities for coaching
  • Challenges to coaching and how to overcome them
  • Coaching strategies and techniques

Level: All audiences

Presenter: Michael Thomas, Principal, Magnetic Consulting; Harvey Dunham, Managing Director of Strategy and Marketing, SAMA

Healthy sales teams need capable, experienced resources as well as the ability to provide relevant career growth opportunities for their existing staff.  It’s no surprise that using SAMs in a “Player/Coach” role is an idea many organizations evaluate.  In general, this leverages SAMs beyond their individual account management roles and extends them additional responsibilities across teams, such as business support, deal and opportunity guidance, and peer-coaching duties. The benefits of helping teams scale without added headcount, as well as bringing new professional challenges to experienced SAMs, are obviously attractive.  However, there are very real complexities and issues that need to be addressed in order to make these roles successful.

In this facilitated session we will review real-world feedback and examples of how Player/Coach SAMs can be effective additions to sales teams. We will also draw upon the audience’s experiences and inputs to drive honest conversations about the issues and challenges of executing properly so that SAMs are not put in positions where success is unlikely.

Attendees will leave with a better understanding of approaches toward Player/Coach roles that could be applied in their own SAM organizations, best practices for successful alignment and execution, and specific feedback on potential risks and lessons learned to lower risks and improve effectiveness. Ultimately, a better picture will result of creating the right environment for satisfaction and growth for all stakeholders involved in a Player/Coach structured team.

1:00pm

Conference adjourns