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The coference was a success! A few sessions for the Virtual Pan-European Conference are left and will be posted here as soon as they are scheduled. Throughout May, June and July, SAMA has compiled a conference library of invaluable content. If you missed the live sessions, there's still time to register for the Virtual Pan-European Conference on demand. The bonus is once you register you will be automatically enrolled for the remaining sessions that conclude this fall. (No need to save your seat!)

The virtual conference featured both live and pre-recorded sessions, and conference attendees have access to unlimited playback. Remaining live sessions are clearly indicated. Worried about missing something? Don’t be! Everyone registered will receive a weekly and day-of email letting you know about new and upcoming sessions.


Don't miss a thing  
At a typical, in-person conference you're forced to choose between multiple relevant sessions in the same time slot. With Virtual Pan-European Conference, you can take in every single session and come back to them again so you don't miss a thing.

Insights to navigate through crisis  
Research shows that up to 90% of your customer lifetime value will come from the top 20% of your customers. In these turbulent times, those companies that can make themselves indispensable to their strategic accounts will position themselves for a lifetime of growth, profitability and customer loyalty.

So you won't be networking over cocktails or the buffet spread, but our professional lives already revolve around  Slack, Zoom and other forms of virtual communication. The conference allows attendees to virtually mingle and get their questions answered by subject-matter experts.


Thank you to SAMA Virtual Pan-European Conference valued sponsors and Global Technology Partners:

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How to digitize your complex SAM processes

Based on your feedback from recent years’ SAMA conferences, it has been brought to our attention that you would value something more concrete and solution orientated. Therefore, we’ve decided to give you just that! Arpedio presents their concrete solution to effectively digitize your complex SAM work – which is currently more relevant than ever.

Watch now


Development Tracks

SAMA's Pan-European Conference offers three thematic tracks to guide your learning journey.

Register now                                    Already registered? Login

Critical Skills for Strategic Account Managers

Audience: SAMs – All levels, SAM team members

An enabled, empowered SAM with the right combination of leadership traits and business acumen is an unbeatable combination. Learn what’s in the DNA of an elite account team leader and how the best SAMs and GAMs orchestrate the strategic value creation process and drive business outcomes for their customers. Sessions will cover managing teams with diverse cultural backgrounds, understanding and outwitting Procurement, using data to bring new value streams to your customer, how to win bigger (and better) deals through upstream certification and specification, and much, much more.


SAM Program Design, Structure and Management

Audience: Head of SAM Programs, Vice Presidents, Chief Sales Officers

Your SAMs don’t work in a vacuum. Without having the right management systems and processes in place to enable them, all the talent in the world won’t make a difference. Learn how the best companies make the business case for SAM, how they structure their SAM program and how they align the strategic account management initiative with their larger corporate objectives. Sessions will cover issues related to internal alignment, executive sponsorship, account selection and deselection, and many other universal SAM challenges.


SAM Talent: Recruiting, Hiring & Retaining Top People

Audience: Senior Management, SAM Program Heads, SAM Managers, HR/Learning & Development

SAMA research shows that nothing influences the success or failure of a strategic account management initiative more than the leadership capabilities of the SAM. Is your organization screening for the right traits, attracting the best candidates, and then enabling your SAMs with the technology, coaching and organizational mettle they need to thrive? Enable your SAM teams by implementing efficient global processes and smart digitalization strategies, and learn to screen for tough-to-train traits that correlate with SAM success.





Keynote Speaker  

Adrian Davis  

Adrian Davis
Whetstone Inc.

Change ahead! Navigating turmoil,
outcomes and transformations

In this profound keynote, Adrian helps you engage your clients in a more meaningful way to make your value irresistible. He will explain why you must shift your perspective from selling value to helping key stakeholders embrace and implement change. This presentation will help you rethink your value. It will help you look through the lens of key stakeholders to understand: 1) why they are conflicted when considering your value, and 2) how to help them resolve that inner conflict and commit to a true partnership with you.

Keynote Speaker  

Jeff Cochran  

Jeff Cochran
Principal/Master Facilitator
Shapiro Negotiations Institute

The ultimate crash course on negotiation

Your people are under increasing pressure to quickly establish credibility, build lasting business relationships, and produce results. To address these challenges, they 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 keynote presentation, you will be introduced to a systematic process that will allow your team to become more effective, efficient and creative in their negotiation.



Membership level

Corporate Member

Individual Member






Need help making the case to attend?

Get your manager on board by downloading and using SAMA's justification letter.  

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KAM program directors

Strategic/global/key account managers

Account team members

Field sales supporting key customers

Sales & marketing executives

Sr. management (business units & geographies)

Sales support & operations

Sales training & development

Human resources

Chief sales officers






Date: 05/28/2020   |   10:00am-11:30am CST

Presenters: David Pyle, SVP Enterprise Dealer Partnerships, Cox Automotive; Phil Styrlund, CEO, The Summit Group; Kirk Dittmar, Principal, The Summit Group; Janti Masani, Director Corporate Accounts ABBOTT Cardiovascular EMEA, Abbott

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.

Date: 06/04/2020   |   10:00am-11:30am CST

Presenter: Dave Ward, 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.

Date: 06/09/2020   |   9:00am-10:30am CST

Presenter: Bill Wallace, Executive Vice President, Revenue Storm

Traditional thinking about account management is killing your business. Instead, shift to thinking about account leadership and focusing on how to increase speed-to-wallet share. Account leadership is dynamic and centered around bringing new ideas to key stakeholders to unlock revenue potential for the client or protect the client from impending harm. It’s about having a strategic vision while building competitive immunity. 

In this session you will learn: 

  • Where to invest in your accounts for the largest returns 
  • How to master demand creation and experience account growth 
  • Create barriers for competitive entry to reduce account loss or revenue churn

Date: 06/10/2020   |   10:00am-11:30am CST

Presenters: Jo Stewart, Worldwide Leader for Go-to-Market Enablement, Micro Focus; Tim Braman, VP of Corporate Strategy and Global Account, Revegy

Micro Focus is early in its transformation journey and is addressing some key challenges with its enterprise-selling force.

Micro Focus has evolved over a number of years through both organic innovations and the merger and acquisition of a number of technology companies in the field of enterprise software. This has resulted, as can be expected, in a varied technology stack which is still being harmonized and a number of different processes, methodologies and cultures relating to selling and sales methodology.

Micro Focus, like others in its field, is also seeing an acceleration in the shift towards more value-based selling where customers are looking for not only technologies, but best practices, recommendations and, more importantly, return on their software investments. This coupled with the hypercompetitive software market, where open source is common, software vendors are prolific and customers are constantly wanting new innovation, new pricing and new value, increases the need to focus on providing an end-to-end exemplary customer experience. This can add to complexity for a matrixed organization like Micro Focus. Alignment across multiple routes-to-market can prove a challenge internally and for the customer.

This session will discuss the challenges in consolidating multiple technologies, processes and methodologies across a worldwide go-to-market (GTM) organization with the goal of delivering a common culture and language to achieve optimal customer success and GTM productivity.

Date: 07/17/2020   |   10:00am-11:30am CST

Presenter: Nathalie Delmas, Founder and CEO, Connexion TIP

In order for today’s businesses to stay in the performance game, they need to bring the digital “connection” world to their structures, processes and systems. Ironically, the more “connected” an organization is, the more “disconnected” human beings are. More than ever, the organization’s SAMs, who by nature are connected inside and outside the business, will be at the heart of endeavors to achieve extraordinary levels of performance. We believe that the SAMs who have the ability to truly “connect” beyond their knowledge and create authentic alignment with their key stakeholders will lead their organizations and their customers’ organizations to new levels of unprecedented performance.  

But how do you know if you are truly “connecting” with your key stakeholders? How do you create authentic alignment? 

If you are interested in experiencing and demystifying for yourself a ground-breaking approach at the source of producing breakthrough business results, you won’t want to miss this workshop, in which you will: 

  • Understand the PerformanceCO™ model: thinking in new ways for producing Breakthrough business results 
  • Understand the importance of elevating the stakes and finding a common stake for all stakeholders in order to cause authentic alignment with all 
  • Experience the power of increasing your level of connection with anyone 
  • Apply the concepts to a concrete situation you have, giving you new ways to be and act 
  • Practice coaching skills, including giving and receiving feedback and feed-forward 
  • Have loads of fun in the process

Level: Intermediate/Advanced

Date: 06/03/2020   |   10:00am-11:30am CST

Presenter: Michael Thomas, Principal, Magnetic

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 1.5 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 model 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.

Date: 06/17/2020   |   8:00am-9:00am CST

Presenter: Jacques Sciammas, President, Selling to Executives

When dealing with the C-suite, SAMs and GAMs must be extremely well prepared in their research and preparation to understand their clients’ businesses, challenges and goals. Only one report provides comprehensive invaluable insights into the company and its management: the 10K. Yet, it is estimated that less than 5 percent of GAMs and even a lower percent of SAMs review their client’s 10K. This is unfortunate but almost understandable as a 10K is anywhere from 100 to 350 pages and is a very dry document. The Annual Report is no substitute for the 10K as it is often viewed as a marketing document that has no regulatory governance, The 10K, on the other hand, is regulated and is a standard format for ALL companies. Moreover the CEO, the CFO and the Legal Department are heavily involved in the 10K, whereas it is the Marketing Department that is most involved in the preparation of the Annual Report. What better insight can one get other than directly from the top?

This session demystifies the 10K and highlights and helps interpret only those sections that SAMs and GAMs must focus on to understand their client’s business at a deeper level in order to identify untapped opportunities. In addition, it helps SAMs and GAMS establish strong credibility and relevance with the C-level and differentiate themselves from their competitors. 

The session is interactive and uses real-life 10K examples to help SAMs and GAMs easily apply the session learnings to their accounts–providing them with critical skills needed for their success. 


Date: 06/18/2020   |   10:00am-11:30am CST

Presenters: Vasily Chadnov, Commercial Excellence Program Director, Air Liquide; Mustapha Bouraoui, Vice President, Strategic Marketing, EMEA Region, STMicroelectronics

In March 2019, SAMA honored Air Liquide, a world leader in gases, technologies and services for Industry and Health, as co-winner of the 2019 SAMA Excellence Award for “Implementation of specific customer engagement strategies enabling, and successfully impacting, the value co-creation process. In this presentation Air Liquide and STMicroelectronics will illustrate their newest successful cooperation. STMicroelectronics is a leading semiconductor manufacturer delivering solutions that are key to Smart Driving, Smart Industry, Smart Home & City and Smart Things. Because these two organizations established a structured framework aiming at innovating together in the sphere of Industrial IoT and Industry 4.0, Air Liquide is now not just a strategic supplier to STMicroelectronics but a true partner and even a potential new key customer.

Date: 06/22/2020   |   10:00am-11:30am CST

Presenters: Dominique Côté, Owner and Founder, Cosawi in/Sprl and Principal, The Summit Group and Kate Burda, Owner and Founder, Kate & Co. and Principal, The Summit Group

In today’s complex world, customers are looking for partners that integrate many aspects of their organization and bring their full and broad value. SAMs are the closest to their customer and that their ability to leverage their organization to bring insights, meaningful data, and leverage marketing within their customer engagement on multiple levels will be invaluable to their customers.Part of the account team, marketing can bring tremendous insight that can accelerate and differientiate the insight and solution provided. In this session we unlock the critical steps of how SAMs integrate and co-create with marketing by having communication points throughout the customer buying journey to create high-value partnerships with your customers. You will take away a pragmatic and integrated approach to enable account-based marketing that elevates and differentiates you and your offering. SAMs explore and map the customer-buying journey from the point of inspiration to the point of sale and leave with a toolbox to bring marketing at the account table and use to accelerate and scale the organizational journey.

Date: 06/23/2020   |   10:00am-11:30am CST

Presenter: Danielle Matteson, Director Global Accounts, AVI-SPL

Need to create or improve your company’s SAM program? Star SAMs and program leaders often have a keen understanding of how to apply product management principles to create or enhance a world-class SAM program. In this session attendees will learn key pillars of product management discipline that can be applied to increase the probability of SAM program success, understand exclusive SAM program offering experiences that resonate with Fortune 100 customers and be shown real customer examples of how to implement and capture value from some of today’s world-renowned brands.

Like all successful systems, your new or revamped SAM program will involve thorough and strategic planning. To help ensure your program’s effectiveness, this session will cover four vital steps in the product management process, along with tools for how to apply them to your organization, and provide real-world examples of each from AVI-SPL’s journey. 

The steps include:

  • Define what problems you are trying to solve, which customers you want to serve, what your customers want, what will help you reach your business goals and what is actually doable. Basically, ask “What is product management and how can it add value to my SAM program?”
  • Create your SAM program vision by creating user stories, building business and strategic rationale for your program, selecting and qualifying accounts and prioritizing program features that resonate with customers.
  • Define your program strategy and build a business model for the people, processes, tools and measurement required to launch your program to market or refresh an existing program.
  • Build and execute on a program roadmap that includes capturing voice of the customer, automating idea management and co-creating with the customer and that meets both company goals and customer (user) needs.

Date: 06/25/2020   |   9:00am-10:30am CST

Presenter: Steve Andersen, President and Founder, Performance Methods, Inc. (PMI)
Panelist: Dino Bertani, Executive Director, SAM Excellence, Allergan; TBA

This facilitated panel discussion will feature organizations currently implementing SAM/KAM. 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,” and 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 SAM/KAM best practices
  • Experiences and lessons learned in implementing SAM/KAM throughout their organizations
  • Tips for the audience regarding their SAM/KAM journeys considered to be “best in class”
  • Where they’ve seen the highest returns and the most significant challenges in pursuit of SAM/KAM excellence

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 in which they will proactively seek to drive improvement within their organization and/or account team in 2020.

Date: 06/30/2020   |   9:00am-10:30am CST

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

As part of its ongoing work to understand the drivers of success in KAM, ZS has conducted research to look at the talent success profile of key 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 KAM talent in order to successfully deliver their model.  Using the KAM success profile research, participants will gain new insights about how to attract, develop and retain the best key account management talent.

Date: 07/01/2020   |   10:00am-11:30am CST

Presenters: Danny Haykal, Global Strategic Account Director, T.D. Williamson; Jon Rovig, Scandinavia Sales Director, T.D. Williamson

A value co-creation mindset is critical when growing successful customer relationships at T.D. Williamson. SAMs not only need to engage in a deep discovery process, but abandon any bias or personal agenda, be ready to think like the customer and THEN be strategic enough to pull everything together to create value for both the customer and supplier. When done well the results can transform customer relationships. In this session, you will learn how SAMs at T.D. Williamson engage their most strategic customers with a value co-creation mindset and experience extraordinary business impact as a result.

Level: Intermediate/Advanced

Date: 07/02/2020   |   10:00am-11:30am CST

Presenter: Presenters: Dominique Cote, Founder & CEO, Cosawi inc/sprl and Partner, The Summit Group; Kirk Dittmar, Principal, The Summit Group; Geoff Quinn, Director - Key Account Management Center of Excellence & Enablement, Pfizer Biopharmaceuticals Group; Alexandre Tremblot, VP, Group Commercial Excellence, Air Liquide; Max Walker, Director, Strategic Account Management, CVG EMEA, Medtronic

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

Each year, SAMA issues awards for new and mature 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.

Date: 07/07/2020   |   10:00am-11:30am CST

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

A relationship-based approach improves your negotiation abilities—a critical skill for SAMs in any industry. This highly interactive session gives participants the opportunity to hone their probing skills and practice tools to more effectively get to the other side’s interests. In addition, participants will try out their proposing skills in a simulated negotiation and learn to become more confident in any situation and translate that confidence into results.

Date: 07/09/2020   |   10:00am-11:30am CST

Presenter: Andrew Middleton, Global Program Director, GE Healthcare; Danielle Kneppers, European Commercial Transformation Leader, GE Healthcare; Todd Adair, Commercial Excellence Leader - Top Accounts, GE Healthcare

Developing a provocative perspective for priority accounts that can be impacted by the supplier’s unique capabilities means ensuring internal resources are aligned, coordinated and committed to deeply understanding customer priorities and addressing their problems and business outcomes.  In this discussion, we will share our journey to align our commercial organization around strategic customers and what can happen when the customer is engaged as part of this process.

Date: TBA   |   10:00am-11:30am CST

Presenters: Robert Hueber, Business Unit Director, Packaging, Herrmann Ultraschall; Artur Wagner, Co-Founder & Partner, MP Consulting

This is a real-life case study of the SAM journey of the German company Herrmann Ultraschall (HU), a worldwide leading specialist for ultrasound welding technology. The session will take you from the beginning of HU’s SAM journey in 2014 until today. It will demonstrate how a comprehensive SAM program, consisting of six sequential phases, allowed HU to drive growth through organizational change and position HU as a relevant strategic partner for significantly larger customers. However, the subsequent exponential rise in expectations from its strategic accounts put significant pressure on the whole HU organization, forcing it not only to redesign its go-to-market approach, but the way all company functions support the value creation process, ultimately leading to a new organization of HU’s business units. 

The session will answer the following questions:

  • Is there a way of measuring customer-centricity and how does the type of business model influence the level of required customer-centricity?
  • Should the SAM be part of the Sales organization or should a parallel Go-To-Market organization for Strategic Accounts be established?
  • Is it worth the effort and complexity to build specific customer teams as line organizations, or would a voluntary and informal team and cooperation across regions and departments suffice?
  • How much power and authority should the SAMs have? 
  • What should the Business Unit organization look like three years from now? What is the best path from today to that future organization?
  • Beyond the formal SAM organization, how can one secure the participation of all members of a world-wide SAM-Team? Which intrinsic and extrinsic motivators can be combined? 

Date: 07/14/2020   |   10:00am-11:30am CST

Presenter: Adrian Davis, President, Whetstone Inc.

In this interactive workshop, Adrian shows how telling better stories is the most effective way to engage key stakeholders and motivate them to approve bold ideas. He will demonstrate why storytelling is the single most important skill SAMs can develop to build trust and motivate key stakeholders to proceed with important initiatives.

 This is a hands-on workshop where participants will use a practical framework to craft their personalized value propositions in the form of a compelling story. In addition to real-time coaching provided during the workshop, each participant will receive a practical template as a take-away.

Date: 07/15/2020   |   11:00am-12:30pm CST

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.

Date: 07/21/2020   |   10:00am-1:30pm CST

Presenters: Tim Riesterer, Chief Strategy and Research Officer, Corporate Visions

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.

Date: 07/23/2020   |   10:00am-11:30am CST

Presenters: Alexandre Tremblot, VP Group Excellence, Air Liquide; Alessio Arcando, Professor, Bologna Business School; Harvey Dunham, Managing Director, Business Development, SAMA

With many economists predicting an oncoming global recession, it has never been more important to know your program’s profitability – so you can protect it when your company looks to cut costs.  This executive panel will highlight their approaches to measuring the results of their strategic accounts programs.



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