SAMA Pan-European Conference

Join like-minded peers in a shared community of practice!

Attendees experienced the incredible resilience of B2B as it adapts to an ever-changing world. Despite constant transformations, SAMA members routinely face one persistent and daunting obstacle: effectively aligning their internal organization to co-create and deliver exceptional value to a select group of their most crucial customers. Even the most forward-thinking and customer-centric organizations struggle with this challenge and that's why SAMA's conferences are exclusively designed to tackle this perpetual issue head-on.

At SAMA’s 2023 Pan-European Conference we explored the power of being precise, intentional, and direct to achieve extraordinary results through strategic customer alignment.

Your company's success relies on a small group of critical customers who contribute to a significant portion of your revenue and profit. To thrive in this scenario, optimizing your business with these customers is paramount. The key to accomplishing this lies in attaining peak alignment with, for, and to these valued customers. At SAMA, we’re here help you put and keep them front and center.



Who attended:

SAM 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

Thought-provoking sessions led by companies such as:






“Great sessions and discussions, as usual for a SAMA experience. The collaborative culture, shown by SAMA and the attendees, is much appreciated!”
– 2020 Annual Conference attendee



Conference Agenda

Wednesday, 18 October 

13:00-14:00 – Welcome Reception and Registration

14:00-15:15 – The Multiplier Effect: How B2B Winners Grow

15:30-16:30 – Integrating the Power of the TEAM (CoE and Marketing) to Accelerate Engagement for Competitive Immunity

17:00-18:00 – Driving Sustainability Through Structured Storytelling

19:30-22:00 – Networking Dinner at Teeling Distillery


Thursday, 19 October

08:00-15:00 – Registration & Check-in

08:00-09:15 – Enabling Your Executive Sponsor for Partnership and Growth

09:30-10:30 – Selling Value in a Recessionary Business Environment

11:00-12:00 – Empowering Strategic Account Management with AI Powered CRM - The TÜV SÜD Case

12:00-13:30 – Networking Lunch

13:30-14:15 – Delivering Strategic Account Management in the Middle of a Perfect Storm

14:30-15:30 – Elevating and Sustaining Your SAM Program

View sessions



Conference Venue


Hyatt Centric The Liberties Dublin

Discover the ultimate Dublin City Centre hotel, ideally situated for exploring the city’s top attractions, unearthing centuries-old history, and everything in between.

Immerse yourself in the vibrant offerings of Dublin. From charming local shops to renowned designer stores, this city has it all. Embark on a captivating journey that includes a visit to Dublin's premier tourist attraction, the Guinness Storehouse. Delve into the local culture by exploring hidden distilleries, strolling along an 18th-century sea wall, and indulging in the awe-inspiring beauty of the Book of Kells at Trinity College Dublin — one of Ireland's most treasured cultural gems.

Venue address: Dean St, The Liberties, Dublin, D08 W3X7, Ireland

Conference Dates: SAMA Pan-European Conference – 18 & 19 October, 2023

Thank you to our sponsors:

For information on sponsorship opportunities, contact Harvey Dunham, Managing Director, Strategy and Marketing at +1 312-662-2971 or