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



Category 1: SAM as the leader

As the supplier’s primary touchpoint with strategic customers, the strategic account manager is responsible for leveraging the full weight of his or her company’s resources for the benefit of the customer. This means fielding, managing and optimizing the team working on an account to achieve peak synergy — often without the benefit of hierarchical authority — and then aligning the necessary resources to support the customer.

The winning submission will show, through specific examples, how the strategic account manager has employed his or her leadership skills, political capital and customer knowledge to assemble and lead his or her multifunctional account team to create new, exceptional value for the strategic customer. A specific customer example highlighting exceptional team leadership and achievement of internal alignment must be included to be considered.

Category 2: Innovative value co-creation

One role of the SAM is to leverage resources within his or her organization to co-create value with a strategic customer. At SAMA we’ve seen some extraordinary examples of this innovation through value co-creation, including (but not limited to) in their rapid response to the global pandemic — and we are looking for more.

The winning entry will demonstrate, through one or more examples, how SAMs think outside the box to solve complex problems by, e.g., engaging their company’s entire ecosystem (suppliers, competitors, start-ups), solving not only customer problems but customer’s customer’s problems, or through other novel, innovative mechanisms. Bonus points will be given for new, innovative ways to assemble diverse stakeholders to co-create solutions that address complex customer problems. A specific customer example is required!

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

The winning entry will demonstrate, through 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. Please note: Past winners in this category are not eligible to apply.

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.



✯ Benchmark against the best of the best.

✯ Take stock of where your company is on its SAM journey.

✯ Convey to the rest of your organization the benefit of investing in strategic relationships. Demonstrate to your customers they’re getting world-class customer experience.

Here’s what Solecta, Inc. Chief Commercial Officer Jim Ford, a two-time Excellence Award winner, has to say about the benefit of entering.


Want to know what great looks like? The ballots have been cast and the results tallied.
View this year’s winners