Showcase your achievements alongside the most advanced and prestigious
strategic account management programs in the world.



The winners will be announced and fêted at SAMA’s Annual Conference November 9-11 at the Hotel del Coronado in San Diego, CA.

The 2020 awards recognize excellence in the following categories:

Category 1: Customer co-creation that creates mutual business value

With traditional sources of growth no longer sustainable on their own, companies must build capabilities to engage with customers and partners to co-create new sources of value by deepening insights, aligning goals, developing joint solutions, leveraging mutual capabilities and executing together. The winning entry will demonstrate, by example, the use of specific customer engagement strategies that have led to successful co-creation of mutual business value.

Category 2: Institutionalization of digitalization to create meaningful customer impact

The drive toward digitalization has the potential to create massive new business value for strategic suppliers and their customers alike. But the companies who reap these outsize rewards will be those that do the best job of institutionalizing digital capabilities across the organization. The winning entry will demonstrate a systematic process for creating an organizational capability around digital transformation and putting it into action with a customer to create meaningful business impact.

Category 3: Outstanding young program of the year (< 5 years)

The winning entry will demonstrate, though examples, the specific foundational elements and enablers that are transforming their business and their relationships with strategic customers to produce new levels of growth and profitability.

Category 4: Outstanding mature program of the year (5+ years)

Mature SAM organizations face many challenges, including maintaining and evolving strong executive leadership and governance, becoming more agile through changing economic and digital disruptions, continuous learning to elevate SAM processes and tools, and accelerating the drive for innovative co-creation with strategic customers. The winning entry will demonstrate, through examples, the strength, resilience and productivity of their SAM organization.


Here’s what 2018 double-winner Jim Ford, formerly of Arcadis, had to say about his experience with the SAMA Excellence Awards.