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Your customers' expectations are soaring and your company's livelihood depends on your ability to stay (at least) one step ahead. Because if your company isn't prepared to meet and exceed your key customers' demands, you can be sure they will find suppliers who can.

Join Europe's largest group of key account managers, KAM leaders and senior sales managers to acquire fresh ideas and initiatives to build and expand your most critical customer relationships.

Download the brochure.


Grow your network by making one-on-one connections with seasoned practitioners.

Professional Development 
Learn directly from best-in-class companies what has worked for them, the challenges they have had to overcome and what's in store for the future of key account management.
Learn tools, methodologies and mindset shifts from the world's foremost experts and thought leaders.

Return, Return, Return 
If you're not learning and growing, you're dying. Just one or two choice insights can repay your cost of attendance many times over. Bring what you learn back to the office and become a coach, thought leader and change agent for your organization.



Keynote Speakers      

Jeff Cochran

Jeff Cochran
Principal/Master Facilitator
Shapiro Negotiations Institute

Adrian Davis

Adrian Davis
Whetstone Inc.



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




The Future of SAM


Strategic account management has historically been seen as a vital part of a company’s long-term success and profitability, but there are external pressures causing companies to scrutinize their SAM program. Short-term thinking caused by the C-suite, central functions of SAM programs dismantled, AI/digital replacing elements of the SAM function, threats of recession…and the list goes on. This keynote panel of seasoned SAM leaders and subject-matter experts will share their views on how these factors will impact the future of the program and, ultimately, the customer.

Jim Ford, Chief Commercial Officer, Solecta

Kaj Storbacka, Professor of Markets and Strategy, University of Auckland Business School

Andreas Pilz,
Senior Manager, Sales Governance, Airbus

Harvey Dunham,
Managing Director,
Strategy and Marketing

Dino Bertani,
Executive Director, SAM Excellence, Allergan

Frédéric Kahn,
VP Marketing & Sales, Hovione



Sample Agenda


15:30-19:00 – Registration/Check-In

18:00-19:00 – Conference Welcome Reception


07:30-17:00 – Registration/Check-In

08:30-09:30 – Conference Welcome and Keynote

10:00-11:30 – Concurrent Conference Sessions

12:00-13:30 – Concurrent Conference Sessions

13:30-14:30 – Lunch

14:30-16:00 – Concurrent Conference Sessions

16:30-18:00 – Concurrent Conference Sessions

18:00-18:30 – Free Time

18:30-20:30 – Networking Dinner


07:30-12:00 – Registration/Check-In

08:30-09:30 – Keynote

10:00-11:30 – Concurrent Conference Sessions

12:00-13:30 – Concurrent Conference Sessions

13:30-14:30 – Lunch

14:30 – Conference Adjourns

Development Tracks

SAMA's Pan-European Conference offers three parallel tracks to help guide your journey and ensure maximum ROI.

Top-rated returning speakers and first-time speakers from new companies!

We search far and wide for new speakers bringing fresh, innovative ideas from companies who are pushing the envelope with their key customers. As for returning speakers, we only bring back the best of the best. Expect a full slate of new speakers, new companies and new topics to bring you insights and tools to inform your decision making and enhance your most critical customer relationships.


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 and 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.



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