Sessions for the Virtual Pan-European Conference will be posted here as soon as they are scheduled. We will post one or two per week throughout May, June and July. If you are registered for the Virtual Pan-European Conference, you do not need to register for individual sessions; you will be automatically enrolled. (No need to save your seat!)
The virtual conference will feature both live and pre-recorded sessions, and conference attendees will have access to unlimited playback for both formats. Live sessions will be 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 will provide multiple forums for attendees to virtually mingle and get their questions answered by subject-matter experts.
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.
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.
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.
Change ahead! Navigating turmoil,
outcomes and transformations
05/20/2020 | 9:00am-10:00am CST
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.
The ultimate crash course on negotiation
05/27/2020 | 9:00am-10:00am CST
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.
Want to get the most out of your 2020 SAMA Pan-European Conference experience? Do yourself a favor and schedule a customized 30-minute one-one-one discussion with a subject matter expert. Starting a SAM program? Trying to align strategy to needs? Need help with an upcoming customer opportunity or C-suite messaging? Wondering how best to execute a training initiative? Interested in exploring compensation and incentives? Ask the Expert is the perfect way to begin solving immediate issues and to further customize your 2020 SAMA Conference experience.
Meetings are scheduled after confirmation of registration.
Conclude the conference November 9 with a forward-looking panel on the future of key account management.
Strategic and key account management has long been a vital part of a company’s long-term success and profitability, but suddenly external pressures are causing companies to scrutinize their SAM programs. Short-term thinking driven by the C-suite, central functions of SAM programs dismantled, AI/digital replacing elements of the SAM function, threats of recession…and, of course, the novel coronavirus. This keynote panel of seasoned SAM leaders and subject-matter experts will offers attendees predictions and prescriptions for how to safeguard the program — and the customer — from these myriad unpredictable stressors.
✯ 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:
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: 06/11/2020 | 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:
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-9:30am 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:
Date: 06/25/2020 | 10:00am-11:30am 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:
Specific areas of emphasis will include:
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.
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: 07/10/2020 | 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:
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.