Our winners showcase what's possible when companies put the customer at the center of their business strategy.

Category 1: Systematic Enablement of the SAM Program: Learning & Development

Winner:  AVI-SPL

AVI-SPL is a digital enablement solutions provider who transforms how people and technology connect to elevate experiences, create new value, and enable organizations to thrive and grow. They are the largest provider of collaboration technology solutions, which include their award-winning managed services. AVI-SPL works hand in hand with organizations worldwide — including over 80% of Fortune 100 companies — to strategize, design, deploy, manage, and support AV and UC solutions.

AVI-SPL won this award by addressing the critical need to cultivate and retain SAM talent. Their innovative learning strategies and integrated approach accelerate SAM capabilities, fostering a customer-centric culture that drives measurable improvements in competencies and customer impact.


Category 2: Innovative Value Co-creation

Winner: AVI-SPL

AVI-SPL's second award highlights how their SAMs adeptly engage the company's ecosystem to solve complex challenges, including those of customers' customers. Through novel approaches and diverse stakeholder involvement, they set a benchmark for value co-creation and creative problem-solving in strategic account management.

Category 4: Outstanding Young Program of the Year (<5 years)

Winner:  Bellevue

Founded in 1966, Bellevue University is a non-profit university with more than 60,000 graduates worldwide. The University is a recognized national leader in preparing students for lifelong success with career-relevant knowledge and skills, while making college affordable. Routinely ranked among the nation’s top military and accessible institutions, the University serves residential students at its main campus in Bellevue, Nebraska, and everywhere online with more than 80 degree programs uniquely designed for working adults.

Bellevue University's award demonstrates exemplary foundational elements and enablers that extend broadly across functions, innovation, and co-creation in the challenging space of corporate learning. Aligned with SAMA best practices, Bellevue's continuous development and strategic engagement underscore their dedication to sustainable success in a dynamic landscape.

Category 5: Outstanding Mature Program of the Year (5+ years)

Winner:  Zurich

Zurich Insurance Group (Zurich) is a leading multi-line insurer serving people and businesses in more than 200 countries and territories. Founded 150 years ago, Zurich is transforming insurance. In addition to providing insurance protection, Zurich is increasingly offering prevention services such as those that promote wellbeing and enhance climate resilience. The Group has about 60,000 employees and is headquartered in Zurich, Switzerland.

Zurich Insurance's award showcases a robust SAM framework, with a focus on team engagement, performance metrics, and a customer-centric culture that drives positive outcomes and impressive ROI. Their strategic customer selection process and expansion of SAM philosophy highlight dedication to driving meaningful decisions and fostering partnerships, demonstrating the strength, resilience, and productivity of their SAM program.


"Systematic enablement of the SAM program" — Co-Winners: Janssen  |  Johnson & Johnson
"Innovative value co-creation" — Winner: Medtronic
"C-Suite Support and Engagement for the SAM Program and Strategic Customers" — Winner:  AVI-SPL
"Outstanding young SAM program of the year (<5 years)" — Winner: LP
"Outstanding mature SAM program of the year (>5 years)" — Winners:  Boehringer Ingelheim


"Systematic enablement of the SAM program" — Winner: AVI-SPL
"Innovative value co-creation" — Winner: Clarios
"Outstanding young SAM program of the year (<5 years)" — Winner: Owens Corning
"Outstanding mature SAM program of the year (>5 years)" — Co-Winners: Brenntag and AVI-SPL


"SAM as the leader" — Winner: Royal Ambulance
"Innovative value co-creation" — Winner: Pfizer
"Outstanding young SAM program of the year (<5 years)" — Winner: Aramex
"Outstanding mature SAM program of the year (>5 years)" — Winner: AVI-SPL


"Customer co-creation that creates mutual business value" — Winner: Hilton and Johnson Controls (joint submission)
"Institutionalization of digitalization to create meaningful customer impact" — Winner: AVI-SPL
"Outstanding young SAM program of the year (<5 years)" — Winner: Wajax
"Outstanding young SAM program of the year (<5 years)" — Winner: AVI-SPL
"Outstanding mature SAM program of the year (>5 years)" — Winner: Schneider Electric


"Implementation of a disciplined process to quantify and monetize specific customer value solutions" — Winner: AVI-SPL
"Implementation of specific customer engagement strategies enabling, and successfully impacting, the co-value creation process" — Co-winner: Premier/Merck and Air Liquide
"Outstanding young SAM program of the year (<5 years)" — Winner: AVI-SPL
"Outstanding mature SAM program of the year (>5 years)" — Winner: Johnson Controls, Inc.
"SAMA Global Customer-Centricity Award" — Winner: Boehringer Ingelheim


"Outstanding internal branding of a SAM organization across the company" — Winner: Pfizer
"Outstanding customer account team design, management and performance" — Winner: 3M
"Outstanding use of data and digitally-based processes to impact co-creation" — Winner: Arcadis
"Outstanding young SAM program of the year (<5 years)" — Winner: Arcadis
"Outstanding mature SAM program of the year (>5 years)" — Winner: 3M


"Successful implementation of value negotiation plan and subsequent execution" — Winner: 3M and DHL
"Successful implementation of value innovation within the supply chain" — Winner: Adobe
"Outstanding SAM program leadership for young programs" — Winner: DHL
"Outstanding SAM program leadership for mature programs" — Winner: Nalco Water
Special congratulations to honorable mentions:
Merck for "Outstanding SAM program leadership for young programs"
3M for "Outstanding SAM program leadership for mature programs"


"Internal alignment of key stakeholders across the company to a strategic customer" — Winner: DHL
"Customer insights and collaborative interactions leading to a mutually successful and jointly developed customer solution" — Winner: DHL
"Outstanding SAM program leadership for young programs (<5 years)" — Winner: Johnson Controls, Building Efficiency North America division
"Outstanding SAM program leadership for mature programs (5+ years)" — Winner: Zurich Insurance


"For use of business technology to discover and share customer insights" — Winner: DHL
"For customer-driven innovation" — Winner: DHL
"For Impact on customer metrics using a joint scorecard" — Winner: SKF


"Superior execution of a strategic account plan resulting in mutual customer-supplier growth and profitability" — Winner: Johnson Controls, Inc.
"Excellence in efficiently segmented and integrated account coverage" — Winner: Siemens AG
"Selecting, developing and coaching the strategic account manager" — Winner: Schneider Electric


2013 | Hilton Worldwide

2012 | Emerson Process Management

2011 | Siemens

2010 | Cisco

2009 | DHL

2008 | Xerox

2007 | Schneider-Electric

2006 | Cisco

2005 | Nalco Company

2004 | Marriott International

2003 | Siemens

2002 | PriceWaterhouseCoopers

2001 | ARCADIS, NV

2000 | Boise Cascade Office

1999 | Eastman Chemical Co.

1998 | American Express

1997 | Hewlett-Packard

1996 | Procter & Gamble

1995 | Bell Atlantic Mobile

1994 | MCI Telecommunications

1993 | Olin Corporation

1992 | The Upjohn Company

1991 | Fritz Companies, Inc.

1990 | Akzo Chemicals

1989 | Occidental Chemical Corp.

1988 | Cascade Corporation

1987 | Moore Business Forms

1986 | Gold Bond Building

1985 | Essex Chemical Corp.

1984 | American Can Company

1983 | American Hospital Supply

1982 | Diamond Shamrock Corp.

1981 | National Can Corporation

1980 | Purex Industries, Inc.

1979 | Shell Chemical Company

1978 | FMC Corporation

1977 | Union Carbide Corporation

1976 | Borden, Inc.

1975 | IBM Corporation

1974 | International Paper Co.

1973 | Koppers Company

1972 | Star Manufacturing Co.

1971 | Norton Simon, Inc.

1970 | Walter Kidde & Company

1969 | American Can Company

1968 | Borden Chemical

1967 | Eastman Kodak

1966 | 3M Company

1965 | U.S. Chamber of Commerce