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With different regions of the world emerging from pandemic at their own pace (or not at all), one thing is for sure: Building trust and deepening relationships with our key customers has never been more important. Join SAMA and the global SAM/KAM community virtually for two days of sharing lessons learned from the past 1.5 years and exploring the opportunities and challenges that lay ahead.


Get practical



  • Advancing your strategy with your most important customers
  • Building and managing your roadmap for success
  • Measuring execution to improve results at each phase in the customer journey
  • Embracing change and operating with speed and agility





(time zone is CST)

9 November

7 AM - 8 AM           Opening Remarks and Session 1

8:15 AM - 9 AM      Session 2

9:15 AM - 10 AM    Session 3

10 AM - 11 AM       Networking/meet the speakers/Kumospace


10 November

7 AM - 8 AM           Welcome and Session 4

8:15 AM - 9 AM      Session 5

9:15 AM - 10 AM    Session 6

10 AM - 11 AM       Networking/meet the speakers/Kumospace




Who should attend:

✯ SAM program directors
✯ Strategic/global/key account managers
✯ Strategic account team members
✯ Field sales supporting key customers
✯ Sales & marketing executives
✯ Senior management (business units & geographies)
✯ Sales support & operations
✯ Sales training & development
✯ Human resources
✯ Chief sales officers

2021 SAMA Global Summit Pricing

  Super early bird
(valid until Sept 15)
Early bird
(valid until Oct 15)
Full Price
(price after Oct 15)
Corporate Member $290 $390 $490
Individual Member $390 $490 $590
Non-member $490 $590 $690
Register now

Special Team Pricing available! Contact us at registration@strategicaccounts.org.




SAM Global Summit


Kate Burda

CEO and Founder

Kate Burda & Co.


Dominique Côté

Owner and Founder, Cosawi

and member, SAMA Board of Directors


Stefan Fuehner

Sr. Director CCO Office and
Group Partner Manager




Javier Marcos-Cuevas

Associate Professor,
Strategic Sales and Negotiation

Cranfield School of Management


SAM Global Summit

Level: All audiences

Presenters: Javier Marcos-Cuevas, Associate Professor, Strategic Sales and Negotiation, Cranfield School of Management; Marco Lippuner, SVP Sales, Siemens; Stefan Fuehner, Sr. Director CCO Office and Group Partner Manager, DHL

Strategic account managers (SAMs) need to leverage substantial resources and support from their organizations to succeed in growing their business with strategic accounts. This growth often depends on their ability to manage simultaneously commercial, relational and political agendas across the supplier and the customer organizations. The challenge is that SAMs often perceive a tension in handling competing demands, amongst others, the internal vs. the external dimensions of their role. This session will outline the paradoxes SAMs face, and will provide an approach to manage these constructively in the pursuit of value creation and sustainable relationship building with strategic accounts.

Level: All audiences

Presenters: Dominique Côté, Owner & Founder, Cosawi Inc. sprl and member, SAMA Board of Directors; Kate Burda, Owner and Founder, Kate Burda & Co

We can all agree that customer centricity and customer focus are key to being differentiated and relevant and are the cornerstones of effective strategic account management. We understand that it is not how we sell, but rather how customers buy. We know the value of understanding the customers, their organizations, their vision and what they are trying to achieve to enable a co-created future. Our marketing groups are too often based upon products, campaigns or offerings – an inside-out way of working conflicting with the outside-in mindset that is at the core of how we ask SAMs to engage to enable higher-order partnerships The next generation of effective account based marketing is solely focused on the customer journey from point of inspiration, to point of sale and beyond and how we as a team connect with the customer throughout. It is time to break our corporate silos and bring marketing to the table.

You will learn:

WHAT: What is account based marketing compared to brand, product and enterprise marketing?

WHO: What is the Marketing role in the strategic account management journey and account team?

WHY: Why is customer-led, team-enabled important? You will get some tools and a framework to accelerate your ABM capability and team integration.

HOW: How do you develop an action plan? You will leave with an action plan that you can customize to instill internal discussion and evolve your marketing journey, role and impact in this customer-centric approach.

Level: All audiences

Presenter: Kaj Storbacka, Hanken Foundation Professor, Hanken School of Economics

We are seeing a revolution in how customers and other stakeholders engage with firms – basically a re-shuffle of value chains. Simultaneously, the meaning of “value” is changing: we’re moving from shareholder value to stakeholder value. This means that SAMs need to look beyond the customer relationship and create alignment in a system where collaborating firms create value. Future SAMs are leaders: facilitators and orchestrators of change.

In this session you will learn how to find new opportunities for growth and how to help customers create value that will build strong, lasting account relationships.